Knowing your segment

I don't write about customer experience as a rule. As an advocate of leveraging your knowledge about the customer to market smarter, however, I am excited about my recent trips on Porter Airlines.

Porter knows their target market - very well. And they know how to create a value proposition and customer experience that tailors to this market.

The convenient, though controversial, Toronto island airport has long been a favourite of frequent fliers to Montreal and Ottawa; however, Porter does more than leverage its proximity to the downtown core. With their predecessor on the island, one felt that convenience came with the price of sacrificed reliability and the occasional white-knuckled landing. Porter can do little to contend with high winds and small planes but somehow you notice less.

From start to finish, everything about the customer experience makes you feel you are an "important business traveller". The revamped terminals (on both sides of the channel) are clean and efficient and cleverly designed so that you barely notice you are on a ferry and never have to step outside. Check-in and security are also incredibly quick and efficient.

Once beyond the security gates, you are treated to a relaxing lounge complete with a variety of coffee choices (enough to make you look around for the barista), bottled water (Porter logos of course), soft drinks and cookies - all free for the taking. The wi-fi and the morning papers are also complementary. I actually found myself hurrying to get to the airport early for my second trip - just to use the lounge!

On board the plane, friendly staff serve you coffee (in china not plastic) and a small meal (remember those days on Air Canada?) And after a long meeting, many business travellers appreciate a free glass of wine or beer - I know I did!

For me the time alone was worth any price. Last week, I left my home in the Beach at 6:15 am and was in a meeting in Montreal by 9. That just cannot be done from Pearson. As an added benefit, I also arrived relaxed and refreshed without the harried look that usually accompanies an early morning flight.

Frequent flier miles are nice but for many travellers the so-called loyalty programs are doing little to instill loyalty. Cumbersome redemptions and the costs associated with them make the benefits less tangible - especially for those who don't travel quite frequently enough to make the top tiers.

After my first trip to Montreal, I was hooked. I am willing to forgo my beloved Aeroplan miles and pay a little more (surprisingly little, if at all, on some routes). In fact, after I factored in the cab fare savings, my flights were cheaper than the flights on the two competitive brands.

Does this level of experience pay off? I expect it does. I, for one, have already repurchased (and am seriously considering buying a flight pass) and have spread the word to countless others (my clients are getting quite sick of the happy grin and the pro-Porter commentary that dominate the first half of our meetings!) I suspect their Net Promoter Scores would be through the roof if they are measured. As more converts jump on board, I suspect Porter will raise prices to pay for the superiour experience and I doubt many of us would notice.