LITTLE THINGS

Small efforts pay off big

Marketing Monthly with Bruce Davis

Marketing your business is more than developing solid offers with good messages and using various vehicles to bring business. The experience guests have at your center should also be considered part of your outreach efforts.

Most businesses that deal with the public and enjoy longevity have some things in common. While significant factors like updating facilities and equipment and keeping up with trends are critical, many times the elements that register most strongly with customers and keep them coming back are the little things they experience during a visit.

The good news is that aside from the training and employee buy-in efforts, most little things that can significantly impact guests carry a low cost to the facility.

Before detailing a few of the little techniques and deliveries that you and your staff might employ to gain an advantage over your competition, it is essential to ensure your team members are all on the same page as to the primary purpose of the business and their actions.

When asked, ‘What is the purpose of our business,’ all employed persons — all —should quickly have the same reply. The purpose, ‘To ensure guests have the best experience possible,’ is an example. Suppose management doesn’t inform and constantly remind its team of the primary purpose of the business. In that case, confusion and assumptions may lead to less-than-stellar guest experiences for customers.

SOME BIG “LITTLE THINGS”

Names

It is essential to understand the power of using names and how using names helps the interaction between guests and staff move toward the positive. Most people love to be addressed by their first name, and customers generally like to know and use a customer service rep’s name.

Employee name tags or badges are a great start from the staffing side of the equation. Team members who ask for and use a customer’s name and use it most often create a very positive impression on a guest. In some instances, making a note of someone’s name can result in a solid payback.

On several occasions, I have observed a bartender using a two-sided name card tent with their name facing the customer and, on the bar-facing side, the bartender printed the customer’s first name so each time there was an interaction, the bartender called the customer by their name. This simple, costeffective approach provides a better experience, delighted customers, and well-tipped servers — a true win-win!

Using names as much as possible is a maneuver that can produce significant results. Note: The displays on your scoring systems can be of some help.

Welcoming Attitude

Making customers feel welcome should be considered everyone’s job, not just the job of those directly serving them. A major hotel chain uses a system you might adapt for your center: all employees execute a three-point approach whenever they come in close contact with a guest.

First point: staff members make eye contact with guests. Second point: staff members must smile. Third point: staff members should say something pleasant to each guest. The chain still gets excellent reviews today.

For years, a popular chain trained its team members to ask customers, “How may I help you?” That little action brought them rave reviews for good customer service. They quit doing it for some reason, and their customer service ratings have plummeted. Any connection? I think so.

Clean And Neat

The value of cleanliness and neatness cannot be overstated! Clean and neat can trump modern and updated if the premises are untidy. Have a rigid process and schedule to ensure that the entryways are in tip-top shape. The same should be put in place for the condition of your restrooms. Note: restrooms without a baby changer table are a mistake that causes poor customer service marks weekly.

Find a toughminded clean freak to do walk-around inspections, noting your shortcomings. Once they report back to you, take action to correct things; small investment, big payback! A clean and neat appearance goes beyond the physical plant. Your staff members in clean and tidy uniforms help put the icing on the cake and can significantly improve your customer service ratings.

Thank You! Please Come Back Soon!

Most customers of bowling and family entertainment centers are infrequent guests. A terrific customer service maneuver is to thank them for their visit and include a gift as you thank them. A bounce-back coupon often works well as a gift. A coupon for $5 off of $20 spent on their next visit can be very effective as a friendly gesture and stimulates future business—another win-win proposition.

While conducting research, we discovered that while management ranked their perception of customer service relatively high, most of their customers and even staff members did not.

The bosses we surveyed were most likely good at delivering positive customer service techniques, but many of their team members needed to catch up. The rewards can be big by teaching the importance of executing the little things and having a system to ensure proper follow-through.

Looking at your operation and paying attention to details can bring your marketing efforts full circle and pay big dividends for your bottom line.•

Bruce Davis is President of Bowling Business Builders International (BBBI) whose flagship program Kids Bowl Free has registered over 35 million children for participating centers.