CX in Space? Blue Origin is Pioneering Space Tourism for Next Gen Astronauts
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Looking back more than a decade ago, space seemed like a distant reality. Far removed from our day-to-day, discussions of space were reserved for the experts. NASA’s missions were just something we watched on TV and the idea of becoming an astronaut was only accessible for a select few.
But, all of that changed recently. SpaceX shifted this perception by becoming the first private company to send humans to space. Blue Origins followed suit and launched its first human flight on July 20, 2021, breaking a few records in the process. Companies like Virgin Galactic, SpaceX and Blue Origins are working toward a future that includes accessible space travel and are quietly building an industry from the ground up.
Sarah Phelps, Director of Astronaut Experience at Blue Origins is taking this mission seriously by establishing a customer experience for the next generation of space travelers. In her session at the CXO Exchange last month, Phelps shared her experience building an astronaut journey that exceeds expectations.
She states, “I create customer journeys for people to connect them with their dreams. I connect people with dreams that they’ve had since childhood: to go to space. And that is something that’s really powerful.”
In her talk, Phelps discussed strategies for redefining space travel. She states that her team at Blue Origin gets to change the game on how people experience space. With a background in hospitality and education, Phelps’ one thread that keeps her going is creating memorable and enriching experiences.
Her vision for change includes a departure from traditional space travel, she states “NASA is a wonderful and amazing partner to Blue Origin… They have been doing rocket launches the same way since the 60s. We needed to change that experience for a new age but also honor that romance and the fascination that people have with space travel since they were kids.”
In modernizing the space experience and building an entire new category of space tourism, Blue Origin has established an experience that keeps customers coming back. Every single touchpoint across the astronaut's journey is luxurious. The team built their ‘Astronaut Village’ to ensure their customers received a relaxing, safe and exceptional experience leading up to their flight. Converting a 100 year old Texas ranch into a deluxe glamping experience, Blue Origins is prioritizing every detail to ensure travelers are ready for take off. And sipping on a Blue Ori-Gin and Tonics after a five star meal sounds like a great way to prepare for an afternoon in space.
Besides all of the perks of luxury space travel, Blue Origin is focused on a larger goal — life in space.
Phelps shares that their team sees a future where millions of people live and work in space for the benefit of earth. With warnings of climate change and dwindling resources, Blue Origin wants to protect the earth like a national park. By pioneering a new reality in space, Phelps is hoping her organization can inspire kids to build space companies in their garage and work toward a reality of life in space.
Ultimately, she shares, “We have to get more people who are not just rocket scientists into space. We need to get poets, artists and dreamers, that next generation that has a different vocabulary to share with the world what space is like. So they can bring that back and effect real change in the world.”
With (self proclaimed) lofty goals and a unique vision, Blue Origin is redefining not only space travel, but the entire customer experience. By prioritizing every detail across the astronaut journey, the company is becoming a major player in CX. Founded by Jeff Bezos, executive chairman and former CEO of Amazon, it is no surprise that the experience is critical to Blue Origin. And watching the company evolve is exciting — already breaking records by sending legends like Wally Funk, William Shatner and Oliver Daemen into space, Blue Origin has plenty of room to grow.
Although space travel is in a category of its own, Blue Origin is making bold moves that can certainly be replicated.
Other industry leaders should take note of its focus on stellar CX and over-the top touches. Rebuilding experiences for the modern customer means that companies are sparing no expense, giving customers what they want and establishing heightened standards that set the bar higher. The old adage ‘if it ain’t broke, don’t fix is’ might not be relevant in the CX space for much longer — rebuilding, reinventing and raising the bar seems to be the new norm for experience-focused brands. So, don’t be afraid to initiate change and work toward a future that prioritizes experiences above all else, your customers might just thank you.
