Last week I read that the Minneapolis - St. Paul
(MSP) Airport had been named the best large airport in North America
(and #3 in the world) for customer service quality. As a lifelong
Minnesotan, I felt some pride that our hometown airport did so well in
this survey. But I also saw something I didn\'t like with the survey.

It\'s missing something.

I
have spent more time in airports than I like to think about. I know
some of them almost too well. And their quality of customer experience
varies widely. The quirky little airport in Key West represents one end
of the spectrum. And though our airport here in Minneapolis is a good
airport, it\'s still not even close to my favorite. The top US airport
in my book is in Charlotte, NC. On my first visit there I was thrilled.
And I\'ve never been disappointed since.

So something is missing
in the survey I read about. Because the Charlotte airport wasn\'t even
mentioned. And it should have been because I\'ve seen the effect it has
on people. Every time I\'ve been there I\'ve observed people. They sit in
the rocking chairs and relax. They converse. They connect. They enjoy
the soothing music coming from the piano which sits in the center of it
all. They have experiences that you typically do not associate with a
major airport. And that\'s because someone at the Charlotte airport
decided that\'s what they their customers to experience.

I\'m not
saying this survey isn\'t valid or that it holds no value. I\'m sure it
does. But I know, from direct experience, that it missed something. And
I\'d bet there are thousands of other travelers who would agree with me.

The
key words in the above sentence are \"direct experience\". The best
information you can get about what your customers want from you (and
think of you) is when you get it directly from them. Surveys can help
but they can\'t beat direct contact with your customers.

As you
look for ways to improve your customer service, start by asking
yourself how you can get direct, open and frequent feedback from your
customers. How can you connect with them on a regular basis in a way
that does not inconvenience them? And make sure both employees and
management are involved in this. This shows customers and staff that
management is serious about getting direct feedback.

Here\'s a
suggestion to get you started. At your next staff meeting, ask your
people to help. Brainstorm at least 10 different ways you can reach out
and touch your customers in ways that build relationships and open the
channels of communication. Pick three of these ideas and put them into
action. Then keep track of what customers tell you. Keep finding new
ways to engage with your customers and see what happens. I think you\'ll
like the result.