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.
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!)
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.