I never cease to be delighted by how other organizations "do special" in today's fast-paced mass market society. Doing special, I believe, in the littlest of ways can make all the difference in making your customers feel: 

• Recognized for the value of their business.
• Acknowledged for having chosen to do business with you.
• Made to feel special for just trying your products, services or unique offerings.

The key, as the authors of Markets of One describe, is to customize your products, services or value offerings to each client by specifically making them feel as if they are the only one to which you are providing this service or product.

Never forget the power of "doing special" for your clients and customers. It will always bring you special in return in so many unexpected ways.

Recently, I was on a United flight from Chicago to San Diego. Now I travel a lot and I will be the first to tell you (but certainly not the last) that the airlines in America have forgotten how to spell special, let alone do special. I know you will agree that flying is one of the worst service experiences available in America. Security lines aside, which the airlines have no control over, this industry has figured out every possible way to make their customers angry and frustrated. They piss us off before we even board the plane!

Let's face it, how many of us are sick and tired of dealing with the process of getting your tickets and checking your bags at the counter. (I can hear some of you already screaming, "Charlie, you've forgotten the horrible experience of just trying to buy a ticket either online or from a ticket agent over the phone who doesn't speak English or reside anywhere in the United States!")

Back to the ticket counter experience. First, there are 25 ticket machines to every one ticket counter agent. Airline executives, in the race to cut expenses, replaced human beings with ticket machines. In the process, they forgot the "markets of one" rule and, instead, have opted for the "annoy and frustrate the customer before they board the plane" rule. One could argue the lack of ticket agents is no great loss, since they are usually incapable of answering your questions anyway. Don't they always look annoyed before you even ask?

But how about those automated ticket machines. These things are worse than playing a slot machine at a casino. They have figured out more ways to "fleece your pocket" before they will print your ticket with their excruciating series of questions:

1. Would you like to add 237 miles to your mileage points for $38?

2. Would you like to upgrade your seat to one with 2 more inches of space for $56? (And I'm wondering is that in the overhead or my seat?) 

3. Would you like to pre-order your peanuts warmed for $7??

4. Would you like to pay to make sure your bags make it to your destination for $475???

I once saw a sophisticated business traveler crumple to the ground in tears, pleading with the machine, "I just want my tickets, please!"

You get the message. The airline executives who concoct these slot machine games truly believe they can cover the cost of fuel surcharges or their stock options with these crazy schemes, all of which only add to your aggravation and disdain for the airline you haven't boarded yet.

It's no wonder why being a flight attendant today is a contact sport and game of survival. They know we are all pissed before we even get on board. They know one of us could go postal at any moment. And we know the same is true of every flight attendant whose hours have been extended, benefits and pay cut, and pension stolen or just plain confiscated by greedy CEOs and hedge fund companies looking for the next merger opportunity in which to invest. Remember the Southwest flight attendant who went postal on a customer for trying to get their suitcase in the overhead. He hit the airbag bottom and hopped down the slide screaming, "Free at last...free at last!

So it is with great and "special" surprise that I share my experience on my this recent United flight from Chicago to San Diego. 

Usually, when I fly, it's coach, but as I have hundreds of thousands of points with United I was able to upgrade to first class.

Nothing special there, since every airline lets you upgrade.

And nothing special about first class on an American airline today. If you've ever flown an international airline, think Virgin Atlantic or Singapore, you'll recognize this story:  First class on an American airline is comparable to traveling like baggage on one of these premier international airlines. I kid you not. Other than a glass of wine, beer, a dried out meal or bag of chips that's slightly bigger than the bag you get in coach, the service and amenities are sub-par at best.

The good news was my flight was uneventful. And today that's a blessing.

It was just prior to landing that the "special" arrived. I noticed our flight attendant coming down the aisle handing out small cards. At first I thought it was another pitch from the executive branch. You know, when the plane is taking off and the flight attendant is screaming over the PA about fastening your belts, watching the safety video and  then inviting everyone to apply for the airlines new credit card and get 5,000 free miles today! Next thing you know, they are pushing an application into your face as you are just about to doze off!

When our flight attendant made it to my seat, I was all primed to say, "No thank you" to the credit card offer, when to my surprise she handed  me a business card, and not just any business card. It belonged to the captain of the plane.  I thought now why is she giving me a business card from our pilot? Before I could ask, she said, "This is from our pilot, Captain McFadden. He likes to personally thank everyone for flying with our United family."  

Curious, I turned the card to the back side and found the following handwritten note:

I turned to Lynne Peluso, our COO who was traveling with me. She was reading her card that had the same handwritten message, but was personalized with her name her seat number. "Wow, now that's special!" Lynne said, "She's handing out a card to everyone in first class! The Captain didn't write a personal handwritten card to everyone?" I watched as the flight attendant moved past us into coach and responded, "She is handing out the Captain's card, to everyone in both first class and coach!"

Imagine that: 150 personalized, handwritten thank you cards to each and every passenger.

Now that's special!

Never forget the power of doing something special for your customers. Turn the ordinary into extraordinary. Turn on the charm and be imaginative in your design and approach. It will bring you special in return in so many unexpected ways as well.

So how do you do special? Each month we'll highlight a story in our 401k Coach Thinker newsletters. Send your "special" story or idea to Danielle on our 401k Coach Team!

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