Maintaining an airplane is the easiest part of an MRO’s business. Just follow the instructions. The hard part is consistently satisfying each customer’s individual needs. There are no instructions for that. Or are there?
“Anyone can claim to be customer-focused but that doesn’t necessarily mean they are,” states Debi Cunningham, West Star Aviation’s Vice President, Marketing. “We built our business on great customer relationships and constantly strive to be one step ahead in providing what they want.”
How do the people at West Star do it? Simply, they take the time to ask and then listen to what their customers have to say.
“When we learn about issues customers have at other companies; we make sure they are not going to happen at West Star Aviation,” Cunningham says. “We don’t do what we think customers want. We ask them. That way, we know for sure.”
Reach out and touch someone.
Cunningham says that West Star Aviation’s customer touchpoints include quarterly mini-polls, email blasts, and simply having their RSMs and TSMs call them to learn what they’re thinking, which is probably the most effective tool.
She feels that in today’s rapid-fire business aviation market, her company’s customer-focused efforts are a clear differentiator between it and other MROs.
“Today, we are providing what customers are telling us they want,” Cunningham says. “Whether it’s our new customer portal, our customer app, or any of our other initiatives, we are totally focused on satisfying our customers’ needs. That’s who we are.”