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Using Journeys to Differentiate

Identifying the journeys that matter most can be beneficial even when companies don’t have a nagging customer service problem – the effort can help them find a competitive differentiator. One car rental agency wanted to improve its already good service and distinguish itself from its competitors in light of the increasingly commoditized nature of the industry. Its investigation into what mattered to customers highlighted the airport pickup, a journey that might take less than an hour but that crossed a half-dozen or more touchpoints. The most important aspect was the end-to-end speed of service, from bus to rental counter to

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TYPHOON

APPEARING FROM OVER THE HORIZON THIS AUTUMN, THE FIRST WATCH IN CW’S NEW TYPHOON SERIES WILL BECOME THE FLAGSHIP DESIGN OF THE COMPANY’S AVIATION RANGE.

A fine ceramic case — a first for CW -will be just one of an impressive line-up of hi-tech features. The watch will be powered by a modified Eta Valjoux 7750 movement. The model will take its design cues from the RAF’s delta-wing multirole Typhoon fighter jet.

THE PERSONAL TOUCH, FACE-TO-FACE

Renowned for its customer service from Day 1, Christopher Ward is adding yet another level to its famous «personal touch». From March, clients will

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Turkish News

IN FEBRUARY 1994 161 Filo of the Turkish Air Force at Bandirma received its first LANTIRN-equipped Block 40 F-16C, making the unit the first outside the USAF to gain the LANTIRN night-attack capability. Block 40 F-16s have longer undercarriage legs to accommodate the two underfuselage LANTIRN pods — targeting on the right and navigation on the left — bulged undercarriage doors and relocated landing lights on the nosegear doors.

The squadron had seven LANTIRN F-16s in service by May 1994 and the whole unit is expected to have converted within two years following which 162 Filo, also at Bandirma, will

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Tu-154M Still in PLAAF Service

DESPITE SUPPOSED retirement of the type by the Chinese Peoples’ Liberation Army Air Force (PLAAF), a few Tupolev Tu-154Ms still seem to be in PLAAF service. One that has been confirmed as still active is B-4028 (c/n 93A967), which was repainted at least a couple of years ago in a scheme with CAAC titles and the national flag on the fin. As with the remainder of the 16 PIAAF Tu-154Ms, it was previously operated by PLAAF-owned China United Airlines (CUA) on both commercial and government VIP flights. Although all Tu-154s operating with commercial airlines in China were grounded in 1999

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Think about a routine service event—say, a product query—from the point of view of both the company and the customer. The company may receive millions of phone calls about the product and must handle each one well. But if asked about the experience months after the fact, a customer would never describe such a call as simply a product question. Understanding the context of a call is key. A customer might have been trying to ensure uninterrupted service after moving, make sense of the renewal options at the end of a contract, or fx a nagging technical problem. A company that manages complete journeys would not only do its best with the individual transaction but also seek to understand the broader reasons for the call, address the root causes, and create feedback loops to continuously improve interactions upstream and downstream from the call.

In our research and consulting on customer journeys, we’ve found that organizations able to skillfully manage the entire experience reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction. They also discover more-efective ways to collaborate across functions and levels, a process that delivers gains throughout the company.

Consider a leading pay TV provider we worked with. Although it was among the best in the industry at managing churn, it faced a maturing market, heightened competition, and escalating costs to keep its best customers. Churn was a familiar problem, of course, and the typical reasons for

Continue reading Think about a routine service event—say, a product query—from the point of view of both the company and the customer. The company may receive millions of phone calls about the product and must handle each one well. But if asked about the experience months after the fact, a customer would never describe such a call as simply a product question. Understanding the context of a call is key. A customer might have been trying to ensure uninterrupted service after moving, make sense of the renewal options at the end of a contract, or fx a nagging technical problem. A company that manages complete journeys would not only do its best with the individual transaction but also seek to understand the broader reasons for the call, address the root causes, and create feedback loops to continuously improve interactions upstream and downstream from the call.

The TruTh

AbouT

CusTomer experience

Companies have long emphasized touChpoints—the many critical moments when customers interact with the organization and its oferings on their way to purchase and after. But the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger—and more important—picture: the customer’s end-to-end journey.

Think about a routine service event—say, a product query—from the point of view of both the company and the customer. The company may receive millions of phone calls about the product and must

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The Ottoman Medical Service in the Crimea

In recent medal sales, DNW has auctioned the fine collection relating to medical services formed by the late Tony Sabell. My attention was drawn to a few — and there were only a few — examples of Crimean medals awarded to British personnel attached to the Ottoman Medical Service. British medical failures during the Crimean war are all too well-known, as is the novel role of volunteer nurses like Florence Nightingale and various other groups. British involvement with the «Turkish Contingent” in the Crimea is well enough recorded, but I for one had never heard of British work with the

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Singapore Finally Retires Hueys

AFTER A 30-minute ‘end-of-service’ flight around the island, the last Bell UH-1H Iroquois helicopters in service with the Republic of Singapore Air Force (RSAF) made their final landing at their base at Sembawang on July II, ending almost three decades of service by the type in RSAF service. The Hueys had been operated throughout their RSAF service by 120 ‘Kestrel’ Squadron, the RSAF’s oldest operational squadron, which was originally formed in 1969, although it did not gain its UH-lHs until 1977.

Despite the official withdrawl of the type from the RSAF, this is not quite yet the end for the

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Serbias First Overhauled MiG-29 Returned to Service

AFTER BEING overhauled by RSK MiG, in co-operation with Serbia’s Batajnica-based Moma Stanojlovic facility, the first of five Serbian Air Force MiG-29s has been returned to service. The aircraft, 18101 (c/n 2960525085), made its first post-overhaul test flight on February 11, a year after work had commenced. Final work is now also being undertaken on the remaining aircraft, comprising single-seaters (Model 9-12A) 18102 (c/n 2960525086), 18105 (c/n 2960525095) and 18108 (c/n 2960525100), plus twin-seat MiG-29UB (Model 9-51) 18301 (c/n 50903006375).

Work on the aircraft was extensive, involving complete disassembly at Moma Stanojlovic before all major components and systems were airlifted

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MORRISEY

The art of business travel.

Conveniently located in the heart of Jakarta, Morrissey Serviced Apartment is the hotel of choice for business travelers. A home away from home, this hip and new 135-room serviced apartment, understands the needs of busy executive travelers, who look for convenience and comfort while on the road.

Location, location, location. Morrissey Serviced Apartment boasts a prime and coveted address right in the heart of Jakarta, pulsating with the city’s business and cultural life. Thanks to its proximity to the Central Business District, Morrissey lets you maximize your stay and minimize the time you spend on

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