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Delta already has an SBU, Delta Private Jet, which offers charter services to its corporate clients. What they realized is that:
1. Its fleet of aircraft has a down time – when they are parked on tarmac
2. 33% of its charter are ‘empty legs – the jet returns empty.
Based on this data, the management must have reasoned that why not utilize the down time of its fleet & the ‘empty leg’ – when some of the charter fights are coming back empty to differentiate the brand gain competitive advantage?
What is the long term benefit that Delta hopes will accrue its way –its ’best & profitable’ customers, once they experience private jet, may aspire & eventually upgrade to fly jet - at least a small number of them. But every customer who flies private jet will be ‘sharing’ her / his awesome experiences with their friends in person & with rest of the world on social networking site.
Business Lesson for us:
1. Be customer focused.
2. Be proactive – do not wait for competition to nudge you..‘Proactively’ nudge yourself to pamper your customers. 3. Sweat your assets intelligently.
4. Create opportunities for customers so that they, on their own volition, share their brand experiences with rest of the world!
