Brazil
Where is my red carpet?
Back in the 80s when I was about 14 I boarded a Fokker F27 from TAM Airlines for the first time. The company was just another small regional airline in Brazil and to compete with the big ones part of the strategy was to provide a high-quality service. The memory of those early days is preserved by the phrase “The Magic Red Carpet” painted next to the cockpit windows of present-day planes.
Red carpets were actually placed by the stairs of each Fokker 50 during the boarding process, but this was just part of a broader plan. TAM gradually acquired other airlines and also became a CRM master, at a time, no other company in Brazil was technically prepared to explore this kind of personalized interaction with clients.
Among other magic moments, TAM call center would answer calls knowing the passenger’s names and agents would wish us a happy birthday at the check-in desk. It was remarkable, and it worked perfectly with other strategic moves. By the time I was finishing university, TAM was about to become the biggest airline in the country.