How does Surf Air measure success?
We look at lots of different metrics. We’re flying metal airplanes around all the time, so naturally we’re looking at important operational factors like timeliness, cancellations, etc.
We also pay very close attention to the member acquisition numbers. Are the products that we’re putting out there selling? What is the value of the new route or network we’ve developed? Is it receiving the kind of support that we predicted it would?
Then there’s member retention. Are members staying with us? Are we delivering on the promise that we originally gave them when they signed up? Are they remaining loyal to us?
I’m lucky to say at this point our churn rate is incredibly low, so that’s really helped us grow the business. We’re moving forward, as opposed to constantly treading water and to make up for lost members.
We also keep a pulse on our employees: are they excited about our plans? Do they feel empowered in their positions? We want to make sure that everyone has the same level of passion for Surf Air across the board. Ultimately, that’s going to lead to our overall success.
How do you measure customer success?
The main thing is to really make sure that we’re delivering on the experience that members are expecting. Because at the end of the day, Surf Air is a membership club. We truly want to develop a community that members are enthusiastic about and love being a part of whenever they fly with us. We have a lot of transparency with them, to make sure that we can collect information on things that are going very well, and things that aren’t going so well, so we can adjust and iterate accordingly.
What does Surf Air have planned for the future?
We are helping consumers fundamentally rethink aviation — not just in terms of one-time ticket sales, but how it can change their lives on a recurring basis. We truly believe that we’re creating a brand and a sector of aviation that will not only apply in California, but nationwide and then across the globe. The Surf Air brand will be something that you will see much more of in the next few years.