A bus of a different color

Post-Katrina School Bus
Creative Commons License photo credit: laffy4k

When I say “bus travel”, I’m guessing that many / some / most of you think of things on this list (and maybe some others):

  • Greyhound (et al)
  • Tour buses full of senior citizens
  • A noisy school bus full of kids
  • people of lesser means
  • panhandlers
  • bus terminals
  • when will it arrive?

Here are a few things that I’ll bet you don’t think of when it comes to bus travel:

  • Comfort
  • Productivity
  • Care-free
  • Customer service
  • Wireless
  • Convenience
  • Safety

Red Arrow Motorcoach in Canada thinks a little differently about bus travel. For starters, they don’t even use the word “bus”. Like most companies of their type, they call it “motorcoach service”.

Because they know that you don’t want to sit around their bus terminal waiting an extra 30 to 300 minutes for your friend, family or colleague, they offer visual location tracking of their bus on their website, PLUS they will email and/or text you when the motorcoach is between 5 and 20 minutes (your choice) of reaching its destination.

Think about that benefit. It isn’t for the customer. It’s for someone who hasn’t even bought a ticket: the person meeting the customer at their station.

Not your grandpa’s bus

The customer isn’t ignored, however. Red Arrow’s website includes online reservations and a virtual tour of their coaches, which include a complimentary galley with drinks and snacks.

Their motorcoaches have a choice of plush or leather seats and they are careful to point out that they offer 30% more legroom than on a typical airliner.

For travelers with laptops, their coaches include pulldown tables, electrical plugs and wireless internet. Compare that to an airliner, which is often too cramped to use a laptop unless you’re in first class.

Their on-board magazine points out that you never have to turn off your cell phone and that the positive amenities of air travel (such as they are) are met on their motorcoaches as well.

Things the website missed

  • What’s the environment like at their drop-off/pickup points? Is it well-lit?
  • Does the place look safe if I step off the bus at 10pm or if I have to wait an extra hour due to weather or other delays?Do they have 24 hour security personnel on-site? Cameras? Yes, I know it’s Canada, but bear with me anyway.
  • Which stations have a nearby car rental?  (they do have car rental partners)
  • Do the stations offer wireless?
  • How does the station differ from typical bus stations?

You get the idea.

And the point of all this?

Cracks in the plumbing

What do people automatically think when your type of business is mentioned? Looking for an example? Think “plumbers”.

What are you doing to counteract and/or take advantage of that image? What sets you apart – and not just a little.

What are you doing that will completely change your prospective customer’s perception of your business?

What should you be doing that you just haven’t gotten around to?