The bar for customer experience was set high early in Bruce Heinrich’s life.

It began with a job at the Ritz-Carlton Hotel. 

“The first day of orientation, they put out this incredible vision that inspired me, and that I wanted to be a part of,” said Heinrich. “It was so impactful.”

The new employees were told that they were ladies and gentlemen who would be serving ladies and gentlemen.

“They elevated my status, my sense of importance and where I fit into this beautiful luxury hotel, and how important my role was,” Heinrich said. 

An aha moment

Operators can create a similar aha moment for their employees, whether new hires or veteran drivers. The secret is to show them they, too, are a part of something big and exciting, meaningful and purposeful. 

Heinrich, a 20-year veteran operator in the transportation industry and founder of PAX Certified Chauffeur Training, is one of several experts that will be part of the Bus & Motorcoach Industry Virtual Summit that kicks off Wednesday. 

Heinrich, along with partner James Blain, will present on Thursday about how to create a winning team that thrives on customer service. They stress that tangible results are generated by taking specific actions.

Service starts at the top

PAX is a comprehensive, online training solution that is fully customizable, easy to use, effective, and includes weekly training reminders.

“Everything starts from the top down,” explained Heinrich. “What the passengers receive depends on what the owner gives to the driver, who, in turn, gives to the passenger. We’re all interconnected. As the owner, we get to dictate how all of the relationships work.”

Heinrich will present on the experience and customer service, while Blain will lay out the strategy for effective team-building and showing how to have the right staff in place.

When done right, the motorcoach experience can create a great experience and memories that can last a lifetime. That’s the difference between limousines and motorcoaches, Blain said. 

“The motorcoach industry is more exciting in that we get to create this experience, and passengers are there for the experience,” Blain said. 

Luxury service and safety

Creating an experience for passengers in the motorcoach industry has been very regimented. The industry is well-qualified, with protocols and training in place. What is missing, Blain and Heinrich say, is that luxury service experience. Being able to provide that higher level of customer service to truly create an experience. 

“We’re seeing the motorcoach industry wanting to elevate their service and provide the best service possible,” Blain said. “We’re starting to see a lot of different industries coming together to form the larger ground transportation industry, where everybody’s trying to lift themselves up.” 

Enhanced customer service will play a key role as companies relaunch during the coronavirus era, which will require a greater emphasis on safety protocols. Beyond the mechanics of cleaning and safety, operators need to think about giving passengers a sense of safety, Blain said.

“This is going to be managing those expectations and making sure that people understand that they are safe with you,” he said. “It’s no longer safe in the sense if he doesn’t know how to drive. Now, health and safety go hand in hand with driving safety. Safety has taken on additional meaning.”

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