That good oldfashioned service

There must be thousands of examples over the years that I have witnessed while waiting in a motel reception for a guest to check in or out.

Examples of happy customers walking out with a smile on their faces. I cannot help but thinkthat’s another satisfied customer who will be back again. Whether it was how they were treated, the greeting and discussion they had, the quick no-fuss procedure, or just a parting quip or laugh with the owner or operator. It’s that good old-fashioned service that makes people come back again and again.

What’s the line from a movie I am recalling? It goes something like, “You don’t sell a guy one car, you sell him five cars over fifteen years”, or something to that effect. The point is, if you look after the guest, he will keep coming back, as opposed to staying once and never returning. When business is good due to strong demand, we can often get caught up in this “churn and burn” type of mentality. However, when demand sours and rooms are not selling easily that’s when the service facet kicks in and those happy customers keep returning when others drop off.

In times when demand declines and things become harder, larger group accommodation providers will pour money into advertising, trying to expand their market share. Smaller accommodation providers then wonder how they can possibly be competitive with bigger businesses. How does one compete against the massive marketing budgets, the discounting of room rates, and the ability to weather the tough times more easily?

Smaller operators can stand out at no additional cost using what they have available - personalised customer service. The difference is claiming to provide it and actually following through. Anyone can claim it but how many deliver on it? Studies find time and time again that the one thing that a business can do to be remembered, to stand out, and to prompt customers to give positive word-of-mouth reviews, is to provide their customers with an experience. A good or bad experience is up to those engaging with the customer. So much of what people do nowadays is online. Therefore, it’s not only the face-to-face experience but also the online experience that matters. Online interaction may lack that personal touch but the process and ultimately the result will determine whether the guest has what they came for, or walks away from the screen less than happy.

Returning customers

It is an expectation of all businesses that the employees and owners interacting with guests are welcoming and approachable. To really make an impression, guests and potential guests need to feel surprised, excited, and important, but most of all they want to be looked after.