Building Customer Loyalty By Reducing Customer Fear
Tags: Airlines, App, Customer Loyalty, Fear, Flying Without Fear, Richard Branson, Virgin Atlantic
In case of "fear attack."
Not all barriers are physical. In the airline industry, one of the barriers standing between carriers and prospects is fear. Fear of flying. According to The New York Times, 40% of people have flying anxiety. Some people’s anxiety is strong enough to keep them from flying at all.
Virgin Atlantic saw this barrier as an opportunity. If they could help people overcome their fear, they’d win business from, and build loyalty in, customers no other airline could reach. To do this, Virgin created an iPhone app, “Flying Without Fear.”
The app, which costs five dollars, includes two videos: one, an introduction from Virgin founder, Richard Branson; the other, an eleven-minute explanation of the in-flight experience, from takeoff to landing. The app also includes relaxation exercises, answers to common questions, and a “fear attack” button to alleviate midflight anxiety. (Hitting the button triggers a breathing exercise and message that reads: “This is natural. We know you’re scared. You will be ok.”)
By using the app, is there any doubt that people taking their first successful flight will remain Virgin customers for life?
All brands should take note. Consider finding spots where your prospects and customers suffer. Ask yourself: “How can I help them get over their difficulty?” and “How can I do it in a way that’s practical for my business?”
