1. Customer-Value Marketing Critical as
Airline Executives Lose Focus
Given the turmoil in Indian aviation sector, read the issues
raised below for American Airlines and Customer Value
Marketing Expert, Charles Gaudet, Says the Airline Executives Misguided
Strategies Offer a Good Lesson for Business Owners Wanting to Grow Their
Business
As American Airlines and US Airways take steps toward a merger, the companies
are looking at creating the nation‟s largest airline. Partially an effort to save jobs
and rescue American Airlines from bankruptcy, the two airline giants are also
positioning themselves to better compete better. Marketing expert, Charles Gaudet
believes that the merger will only provide temporary financial relief unless these
airline executives shift their focus from profit to customer value
Gaudet says, “Many corporate executives operate their business under the popular
(and misguided) notion that „the purpose of business is to increase shareholders
value‟ - therefore the focus is on shareholders - instead of „the purpose of business
is to increase customer value‟ - the latter results in great profit. In fact, your profit
is in direct proportion to customer value.”
Gaudet argues that a focus on customer relationships, like those being damaged by
the airlines stripping away customer benefits, baggage charges and inflexible
policies can make or break any business, large or small. As a part of his Predictable
Profits Methodology, he provides business owners with framework for
successfully creating a customer focused marketing philosophy

2. As such, Gaudet suggests the following questions for airline executives to consider
in order to build a more customer-focused business:
 What does your ideal customer expect from a good flying experience?
 What are more ways can we create a good customer experience for our
passengers?
 What ways can we make the reservation process easier, more convenient,
and enjoyable?
 What process, information, and training needs to be in place for our pilots,
airline attendants, and employees to make sure an enjoyable customer
experience is the number one priority?
 How can we make our customers feel special, valued, and appreciated?
 What methods are in place to communicate with our customers and make
sure that their needs are being addressed?
There are more questions to ask and even more to answer
Contact us for creating value for you customers OR FOR FULL ARTICLE.
Regards,
Gautam Mahajan
President
Customer Value Foundation
Tel: 011 2683 1226, Fax: 011 2692 9055
Mobile: +91 9810060368
Email: mahajan.g@customervaluefoundation.com
Website: www.customervaluefoundation.com