Getting On The Money Bus

THE SCOURGE OF MODERN AMERICAN TRAVEL?

I recently had a travel experience that, typically, would be regarded as the bottom rung of transit options.

Instead, the carrier responsible has made this option something really different and better--through some simple upgrades.

The transit option we're talking about here is long-distance bus travel.

Ever traveled by bus?

If you have, you might well recall an experience similar to the one I encountered: hot, crowded, smelly and populated by, um... those less fortunate in the area of modern dental hygiene.

That's why, when my mother told me to reach the Vermont town where she lives by bus, I wondered maybe if I'd also been disinherited.

Apparently not.


TOO MUCH, THE MAGIC BUS?

The bus line we're talking about runs various bus routes around New England. The one we're talking about in particular runs from Boston's Logan Airport up into New Hampshire. There's one bus stop that's about a 20 minute drive from mom's house in VT.

So, there we are.

Waiting at the curb for a bus.

When it pulls up, the first surprise is the driver.

What a happy guy.

He's a funny, smart, congenial middle-aged guy in a khakis, a dress shirt and a driving cap. He's all helpful service with a smile--something that's often difficult enough to find.

Then, we climb onto this bus, which is just your standard motorcoach.

Except that it has TV monitors throughout. (The movie that night was Last Chance Harvey, starring Dustin Hoffman and Emma Thompson.)

There's a box on a seat up front filled with complimentary headphones.

There's also a cooler filled with bottles of chilled water. Next to it, a carton filled with bags of pretzels.

Did I mention the on-board Wi-Fi?

All complimentary.


THIS IS ABOUT AS FIRST-CLASS AS BUS TRAVEL GETS FOR THE COMMON MAN

And frankly, that's plenty for some people.

My mother's next door neighbors travel constantly. They arrange retreats for corporate executives and the like. They're used to high-end travel. Right now, they're working in Aspen.

They think this bus ride is about as good as it gets.

In fact, mention this bus line to anyone who lives in the area and flies out of Boston with any regularity, and they give it the big thumbs up.

And how hard is this to accomplish?

The bus is wired for DVD and internet. That's a fairly modest capital expense when stacked up against the cost of running and maintaining a motor coach.

Pretzels, drinking water and cheap plastic headphones by the caseload are barely a blip on the radar of expenses.

And driver attitude?

That is one of the single most important components of the customer experience--and costs nothing.

utterly inexpensive--yet all of this utterly changes the customer experience, creating an ardent fan base.


OF COURSE, ALL YOU NEED IS NEW MANAGEMENT TO SCREW THINGS UP

How many companies in a tough economy operate from a poverty mentality?

How easy would it be for the poverty mentality to undermine this brand?

"These pretzels and water are costing us money. Forget snacks. Let 'em bring their own snacks. Headphones? The heck with that. We'll pipe it over the PA speakers. And no more DVDs. Broadcast television is free. Let everyone watch Oprah. Just be sure to turn it up loud so everyone can hear it."

So, all of a sudden, everyone's just riding on just another bus.

They're assaulted by bad TV whether they want to be or not.

And a management style like this is bound to change the drivers' attitudes in a heartbeat.

It's all very simple really.

It's relatively easy to elevate a small, local brand.

It's also really easy to make the brand totally forgettable--or worse.

And at any time--not just in this economy--how many businesses are really making any of the small moves required to set themselves apart and engender customer loyalty?

How many of them even understand who their customer is and what their customer cares about?

All they need to do is get on the bus...

As Always,

Blaine Parker

Your Short, Fat Creative Director in

Park City