“The goal of these meetings is to significantly enhance our customer communication processes. We believe effective communication includes opportunities for active dialogue, and our owners have been most receptive of this forum for discussions,” says Bob Knebel, Vice President of Sales and Marketing. “We provide a discrete overview of the business, similar to that provided for board members of a public corporation. We find these meetings so beneficial for both of us. Owners gain an insider’s view of the company, and management receives succinct, timely feedback on current or proposed strategy. Pertinent owner quotations are further shared directly with relevant internal teams across the company. We quote owners in our planning meetings, in our strategy meetings, in our product development meetings. They really feed our thinking.”

The meetings are not all work. The agenda always leaves time for owners to network, relax and enjoy each other’s company. “Owners tell us they really look forward to these gatherings,” Knebel says.

GETTING MORE PERSONAL
The initiative to implement a Customer Account Management organization structure, which gives each owner a single point of contact for all of their Flexjet business (See story, Page 4), comes directly from comments received at Owner Advisory Board meetings two years ago. “They told us that, while our service generally met their expectations, we could take it to another level, in order to add to their satisfaction and further distinguish us in a competitive marketplace,” Knebel says. “Owners who have participated in tests of this process have been very pleased with the result.” Owners also have wholeheartedly endorsed the expanded suite of options now at their service – from seamlessly integrated charter service to Flexjet One*. At the meetings, they have emphasized that they appreciate the additional flexibility and range of solutions available to them.

IMPROVING COMMUNICATION
“We discovered that as we add new value elements and programs,” Knebel says, “our owners want a little refreshing, just to understand everything that’s there. It was a pleasant surprise to them to realize how many additional value elements are in our program that they perhaps had not taken advantage of.”

One component of our strategy is to address owner requests for more communication, so Flexjet President Fred Reid introduced a series of “Reid Between the Lines” email messages, providing updates, explaining trends and answering questions.

RETHINKING OUR BRAND
Flexjet also asked owners to evaluate its brand and marketing strategies. “Their input has helped us clarify our thinking,” Knebel says. “During 2009, we delivered a new campaign based directly on owner recommendations.

“They liked the new direction. They find it simpler, more directly to the point – the new ads deliver our message clearly and concisely.”

The meetings provide value and insight long after the PowerPoints are packed away. As Knebel says, “There is no doubt that as we distill additional comments from this year, they will drive further refinements and the introduction of other new program elements in years to come.”

We will continue holding frequent Owner Advisory Board meetings, following the same successful format we established in 2009. If you are interested in attending one of these meetings, please contact your Sales Director.