ECMW

As Richard Branson will be doing a Q & A at ECMW in May, it’s worth noting that Virgin has refined its Upper Class customer experience still further.

You may have seen their new campaign, which is all about whizzing through security to their clubhouse. The point is that Virgin chooses to compete on the customer ‘touchpoints’ (the parts of your business process that touch the customer, affect how they feel about you, and collectively make up their customer experience) that other airlines do not even think about.

Here’s the ad (below), a great reminder, if you need one, that you need to design your customer experience to be distinctive, which I’ll be helping you with at ECMW 2008’s Customer Experience Summit Monday 12 May, in a case study presentation with David Rowntree, Retail Divisional Director at Waterstone’s, on ‘Boosting Sales Through The Customer Experience’ :

Posted by: Shaun Smith, http://www.shaunsmithco.com . As well as his case study at the Customer Experience Summit on 12 May, Shaun will be chairing the Brand & Marketing Innovation Track at ECMW 2008 on Day Two of the Main Conference, Wednesday 14 May.

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