Keeping your FBO Customers Happy
Written for Globalair.com & published May 2016:
Whether you run a small regional airport GA FBO or a major BizAv corporate facility there are many things you can do to keep your customers happy, be they crew, owners or trip support providers.
Here are just a few often over looked areas worth considering:
Billing: Must always be prompt, transparent and complete. Airport fees such as landing, parking and security fees should be clearly displayed as such, ideally shown as a sub item, right up the top. FBO fees should always be accompanied by a full description. Third party fees, such as catering, taxis, chauffeurs etc. again should be in one section & accompanied by a full description. If a flight department or trip support service provider supplies special billing instructions they should be followed. Nothing is worse for a crew (billing wise that is) or trip support provider than a late or incomplete invoice. For the FBO, it can result in late payment, part payment and even loss of the customer. Every FBO needs to have a front line staff member in the billing loop as accounts department staff very often do not have any understanding of what happens on the ramp and probably could not care less. Almost every FBO I have consulted for was found to be losing out on significant revenue due to a disconnect between the services provided by the ramp agents and the accounts department processing of the bill.
Aircraft: All aircraft owners or flight crew are concerned about their aircraft while left on the ramp or in the hangar. Security, hangar rash (minor incidents involving damage to aircraft that typically originate due to improper ground handling in and around a hangar, other aircraft or objects on the ground) and FOD are a constant consideration. A well kept hangar and tidy ramp will always be noticed by pilots and will instil confidence.
Ramp staff: Your front line defence! Well trained, courteous and knowledgeable staff will always stand out. Clean, tidy and with matching uniforms suitably selected for ramp operations will catch the eye but also ensure your team are provided proper PSE and always ware/carry it.
Customer service: “Going the extra mile” is often cited as the mark of a good customer orientated operation. Frankly, the simple things come first, reading, understanding, confirming and carrying out the handling request instructions. Have everything in place and be ahead of the curve at all times. Get all of this right and it’s a great start. When the customer throws a curve ball, that’s when your team need to be able to fall back on training, back office contacts lists, excellent communication and a will to source a solution. Sometimes the customer will be unreasonable, looking for something that is just unavailable or not possible at that time. This is when team members get the chance to either pull out all the stops to comply with such a request or to fully explain why the request cannot be fulfilled and to explore all the alternatives. Above all, staff should try to anticipate clients needs, learn what specific clients likes, dislikes and patterns are for future reference.
Pet hates: Owners or passengers can react badly to staff for what they may see as over familiarization, inattentiveness, sloppiness, unkempt dress, cheap aftershave/perfumes or abrupt manner. Handling their baggage with due consideration is paramount. If an owner takes a dislike to a member or members of staff it can cause all kind of problems and can lead to a change of FBO and loss of business.