What do you need to look for when hiring people you need for customer-facing positions?

Of course, every business has its own set and segments of different customers, but we feel this article outlining Virgin America’s strategy offers some much needed guidance when too many companies are risk-averse in their hiring strategies: trusting resumes rather than real ability.

Eschewing the ‘softly softly, safely safely’ hiring strategy of going for experience and qualifications, Virgin America has understood that this does not deliver a differentiated customer experience. And that, ladies and gentlemen, is, as we have been saying for some time, the key element to brand equity in a service business (and with it shareholder value).

Instead, it has identified three key elements that work for it:

1. Find ‘independent-minded extroverts’. People who are not afraid to break the mould (try getting that past your HR!)

2. Build a culture of resourcefulness. This is essential for getting their frontliners to personalise the customer experience.

Does your company do this for its induction?

3. Stress-test your employees and then let them break the rules. This includes training to manage conflict as well as deal with typical (but often unforeseen) circumstances.

The proof’s in the pudding!

And Virgin’s strategy has paid off. Virgin America is no.1 in its field as ranked by Zagat’s global airline survey, showing that the customers like what they’re getting. Virgin America continues to receive higher levels of customer word of mouth (read free advertising) and can support the ‘customer promises’ made in its bold advertisements with delivery of the experience.

What you can do if you want to deliver on your desired experience in Asia…

Does your company deliver on its customer promise?

If you would like to identify the desired customer experience or enhance your delivery of it, then do not hesitate to contact us for more details here.