INTHEBLACK July 2022 - Magazine - Page 52
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For many organisations, the answer to increasing
complexity in the business environment has been
to add more reporting lines and heavily detailed
processes to everyday operations, often putting
common-sense management at risk.
STORY PETER BARRETT
52 ITB July 2022
O
ver the course of his career, Danish marketing
and brand transformation expert Martin
Lindstrom has worked with some big names in
business – think Microsoft, Pepsi, Google, Lego and
Burger King.
In 2019, Swiss International Airlines (SWISS) asked
Lindstrom to help address a pressing problem for the
business. Hundreds of interviews conducted with SWISS
passengers and staff had highlighted one overarching
theme – passengers were anxious, and not necessarily
about the plane crashing.
Myriad little factors contributed to passenger anxiety
– getting to the airport on time, having the right
documentation, getting a good seat, making a
connecting flight, getting through customs, not losing
luggage, and so on.
With Lindstrom’s help, the airline responded by
implementing small, low-cost changes that equipped
passengers with useful information and tools to make
their journey less stressful and more pleasant. In less
than a year, these changes translated into a dramatic
improvement in the airline’s revenue and customer
retention.