A way I look at TCFP is through the lens of an airline. It’s a useful analogy to help us assess where we stand, where we want to be, and what it takes to get there.
There is a market for all sorts of airline offerings – from Ryanair at the budget end, all the way through to private jets at the ultra-premium level. Each airline has its own identity, expectations, and level of service.
For the most part, you get what you pay for. If you book a budget seat, you expect no frills and efficiency over luxury. On the other hand, private jet customers expect seamless service, comfort – an experience that feels almost limitless in its exclusivity.
The middle ground is where it gets tricky.
This is the space where expectations can be easily exceeded - or missed horribly. It’s the part of the market where customer loyalty is won or lost, where the experience can swing from feeling like an upgraded service to an underwhelming letdown.
So, which airline are we today?
And more importantly, which airline do we want to be?
Aiming High
The higher we aim, the greater the risk of disappointment.
Customers paying for a premium experience expect a lot, and the gap between expectation and reality can make or break trust.
That’s why defining what ‘good’ looks like is crucial.
We need to be clear about what our version of first-class service is – what’s in the box on the right?
What should our customers experience from the moment they engage with us to the moment they’ve reached their destination?
The Path Forward
To move up in the market and become the airline we aspire to be, we need to address key questions:
- What does exceptional service look like in our space?
- What investments do we need to make to elevate our offering?
- How do we consistently deliver and exceed expectations?
Whether it’s better technology, more personalised engagement, or refining our processes, every step should align with our vision for the ideal experience.
The goal is not just to be better but to ensure that our customers feel the difference – every time.
So, let’s decide: which airline do we want to be, and what will it take to get there?