Who hasn’t dreamed of going on a trip to ring in the New Year and celebrating the stroke of midnight from the other end of the world? For many years, I've wanted to do it big with a trip to Bali. I’ve heard so much about the magic of the island, and ultimately, the prospect of three weeks at the beach could not be refused.

So I embarked on a seventeen-hour journey. When finally I arrived, I breathed the Indonesian air deep into my lungs, already imagining myself on an idyllic beach. But before that, I needed to get my bags and check into the hotel. At this point, the situation became complicated: my suitcase was not on the conveyer belt. I did not have time to panic, though, as my mobile immediately vibrated to indicate an incoming SMS: the airline texted to inform me there had been a misunderstanding — and that my luggage had been left behind in Amsterdam. As instructed by the message, I head to the airline ticket counter, and gave them my identification number and the address of my hotel.

The next day, my suitcase was waiting for me at the hotel reception. It was all taken care of! I was relieved that I could continue my holiday peacefully.

I was lucky enough to come across a company that was responsive and respectful towards its customers — but this is not always the case. Indeed, luggage gets lost every day and airlines are the first blame. Some do not provide the service their customers expect, and as a result, their image and reputation takes a big hit: failing to notify travelers when their luggage gets lost in transit, taking several days to deliver luggage to the correct destination, or even damaging luggage in the process. Unfortunately, these are all too frequently encountered situations while traveling abroad.

Quality customer service plays a key role, and companies must take these key steps to satisfy customer expectations.

Be proactive.

It is necessary to reassure the customer by explaining that you understand their problem and that you’ll do everything possible to quickly resolve their problem. Proactivity is, in this case, an essential element. (The example of SMS is quite telling, as it shows that the airline proactively monitors their customers and that they value each traveler.)

Then you have to make every effort to address the customer’s needs in a timely manner. Finally, it is necessary to keep the customer informed — it’s better to communicate directly than to have the customer broadcast their discontent publicly. In the age of social networks, reputations can be irreparably damaged in 140 characters.

Know your customer — and prove it.

In a given organization, many departments are involved in customer interactions — ticketing agent, call center representative, luggage handling personnel — and all need to be aware of the situation and have access to all necessary information. Thus, sharing relevant data quickly is essential, as it provide a coherent and consistent experience for the customer.

Treat customers like people, not serial numbers.

Finally, knowing your customers is a necessity. This must become a priority in your organization — this is where the importance of CRM is most felt. You do not interact with file numbers, but with human beings, each of whom have a unique relationship with you, whether they are new customers, longtime subscribers, or VIPs. In order to deeply engage a customer and to continually grow the relationship, you have to be aware of each customer’s individual experience with your brand. CRM tools enable companies to access customer data more easily and quickly in order to engage customers in the most organic and appropriate way.

Companies therefore have an incentive to put in place the tools necessary to satisfy the demands of their customers — whether in the case of lost luggage, or, more generally, in ensuring a quality service to boost reputation and attract more customers.

Learn more about quality customer service. Check out this video to see our client Berkshire Hathaway Travel Protection's travel insurance, "AirCare," in action.