We need to have a quick chat about the loo…

This month I had the pleasure of travelling on the Eurostar from London St. Pancras to Brussels. The experience from booking our trip to arriving back home has made Eurostar stick in my mind as an example of a business that truly understands how to convert a set of brand values into behaviours and marketing communications.

From the copy on their website to the toilet signs on-board the train, the tone of voice from Eurostar is:

  • Friendly, helpful, no-nonsense, fun, young and trendy.

It makes me want to engage in a long-term relationship with them. It makes me feel comfortable in my purchase and that I know what to expect in return for my money.

It’s the detail like: “That’s as long as each item is no bigger than 85cm…” and “…so make sure they’re not too heavy”, and “We need to have a quick chat about the loo” that works for me.

Screen shot of Eurostar baggage page
Eurostar website baggage page- informal language makes this effective
Photo of toilet sign on Eurostar train
We need to have a quick chat about the loo…

We know in life that sometimes the service delivered doesn’t match up to customer expectations. (The Marketing-Geek in me wants to tell you about the Serv-Qual model here). But with Eurostar the complete opposite happened.

My expectations were very high and Eurostar certainly delivered. My friend Vicky (I write about her quite a bit!) broke her foot on our trip and needed wheelchair assistance. Eurostar arranged this with no forward planning by us. They collected Vicky from our connecting train, wheeled her through customs, waited while we bought some coffees, got us on the train before everyone else, and supported her UK-side too.

While we were on the train home I spotted another piece of advertising that I liked:

“If you have any ideas about things we could improve, or fancy letting us know where we’ve got something spot on, text us…”

I like the informality of this and indeed it was effective- (I had to let them know our carriage smelt of wee!) (Oh how relevant that toilet sign really was!)

A poster asking for customer feedback on the Eurostar
A poster asking for customer feedback on the Eurostar

So Eurostar’s brand values, which came through in their messaging was also prevalent in their personality as delivered by their fantastic staff. The only let-down was an unfortunate smelling return journey. Smell aside, this adds up to make a proposition that sets them apart, for me at least, in the travel industry. I feel the value added through engaging communications and a service that marries up to the expectations they set, is unique.

brand proposition
A model for brand development

Have you had any similar experiences?

Advertisements

2 thoughts on “We need to have a quick chat about the loo…

  1. Their brand positioning has most definitely changed in the past few years. They seem to have moved away from luxury and exclusivity towards a more practical and accessible service. Their service offering in leisure has most definitely been scaled back with prices appropriately adjusted.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s