Luxury Coach & Transportation

July 2018

Magazine for the professional limousine, charter and tour industry.

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LUXURY COACH & TRANSPORTATION JULY 2018 53 LEXI TUCKER is LCT associate editor and coordinator of the LCT Fast 40, a group of operators under 40 who collaborate and learn from each other about all aspects of chauffeured transportation. She can be reached at lexi@lctmag.com. MILLENNIAL MATTERS The LCT Summit teaches me more every year about how operators of all ages can push TNCs to the back of their mind and survive while Uber destroys itself. Client Decision Making Starts With Education A lot of work goes into making the LCT Technology Summit in Miami a real- ity. While I know many operators see the price and wince a little, those who do end up attending always come away saying, "is was the best year ever! Please don't stop putting it on!" is may have only been my second one, but I can say I have to agree with that. is was the first year we changed the name of the event, switching out "leader- ship" for "technology" — a bold but much needed alteration. As a writer for a busi- ness publication, I have to admit I get a little tired of brainstorming different angles for articles on topics like company culture and how to get your employees to stay. While there's no doubt these are important topics, we con- tinue to see an increasing interest in subjects like autonomous vehicles, artificial intelligence, and e-marketing. at's why we got speakers to come to the event who gave their perspectives on such sub- jects. I was amazed by the intricate questions operators asked after each one, and how they attempted to see things from the perspectives of both a business owner and client. One of the presenters, Sam Mallikarjunan of HubSpot, stood out to me in particu- lar. Not only because he brought a Millennial point of view to the topic of retaining and gaining clients, but because of the message he brought to the audience. It's best summed up by this quote from Amazon CEO Jeff Bezos: "We don't make money when we sell things; we make money when we help customers make purchase decisions." Sure, Uber, Lyft, and other TNCs are cheap and easy to use. anks to the efforts of the NLA, more people are starting to understand the consequences of using a service that has little to no real background check or insurance. But as someone in the audience said, Millennials don't seem to care. But let's step away from that for a second. While it's important to help educate the public on what TNCs are doing wrong, what do you think would happen if we spent a little more time informing people on what the luxury transportation indus- try is doing right? When most people see the word "limousine," they automatically think of the clas- sic stretch. Let's be real with ourselves here; nobody is going to use a limo of any kind to get from their house to the bar on a Friday night. But does the average customer know you also provide sedan, SUV, limo bus, or even motorcoach service when they need to get to a football game, concert, or night out with multiple stops? What is your company doing to get the word out and help people make purchase decisions? It's always been said knowledge is power, and we now have more tools than ever to put that knowledge front and center. Facebook, Twitter, Instagram, LinkedIn, Snapchat, Yelp, Trip Advisor…the list literally goes on for miles. Your own website can host a blog where you talk about a new way to use your service every week. Take even the most obscure task you've helped a client with and spread the word. And finally — make use of your younger peers. row out the hack- neyed assumptions of entitlement, ignorance, and narcissism. In- stead, talk to them about what they are doing to help people decide to use their service. Every Millennial who attended the Summit is ready and willing to help you. You just have to ask. 83% of shoppers need some form of support during their online journey. Source: E-consultancy 74% of online consumers get frustrated with websites that offer content which doesn't directly relate to their needs and interests. Source: Adobe CMO 77% of customers expect businesses to offer products that cater to their personal tastes. Source: KPMG JULY 2018 56% of consumers said they have higher expectations for customer service now than they had a year ago. This number increases to 68% for the age range of 18-34. Source: Microsoft By Lexi Tucker, LCT associate editor

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