5 minute read
For Fun & For Free: Making Customer Service a Business Differentiator
By Marc P Emmons
Back in 2022, I embarked on the journey of establishing Olympic Wilderness Basecamp, an off-grid luxury camping experience. Early on, I wrestled with the task of distinguishing our venture from similar businesses. I compiled a list of what I believed set us apart:
1. Our distinctive geodesic dome accommodations.
2. Our prime location, just 15 minutes away from the Olympic National Park, nestled against the Olympic National Forest.
3. The thoughtful layout of our accommodations, designed to ensure privacy and seclusion for our guests.
What curiously didn’t make it onto that list? Customer service. It was something I had taken for granted – a fundamental aspect of our operation. Fast forward two years, and I’ve come to realize that it’s one of our most significant differentiators.
In a service-oriented business, you might wonder how customer service can be a differentiator when it’s at the core of what we do every day. Well, it’s because the quality of service we provide can vary immensely.
A few days ago, I stopped at a local gas station. I went inside to pay for fuel and pick up a few extra items. There were three registers and two employees behind the counter. The available cashier motioned for the next customer, and I approached. He rang up my items, I inserted my card into the reader, and then an awkward silence descended, lasting about 45 seconds. Puzzled, I eventually looked down and realized I might have placed my card in the wrong slot. I asked him, he slowly nodded, and I tried the adjacent reader.
Throughout this entire interaction, he missed an opportunity to engage because he never uttered a word to enhance the experience.
Today, interactions with our customers are somewhat limited. Less than one percent of our customers call to book stays, and most prefer self check-in. As technology increasingly influences our business, we must discover fresh ways to distinguish ourselves through customer interactions.
I first encountered Dan Rogers in 2015, a man obsessed with serving customers in his unique way. He desired sales, but he cared more about educating and advising his customers, and he did it “For Fun and For Free.” Initially, I found this statement a bit idealistic, even cringeworthy. However, as I applied this concept in various ways over the years, it became integral to my life and business practices.
In 2023, as we expanded, the “For Fun and For Free” concept took center stage. I actively sought opportunities to serve our customers in this manner. I’ve learned that there’s a delicate balance to strike with this approach. Some initiatives we’ve tried this year will stay, while others won’t, or we’ll turn them into opportunities for additional revenue due to the effort required. Finding this equilibrium involves trial and error and a deep understanding of our customers.
So, how do we put this concept into practice at Olympic Wilderness Basecamp? The first rule is that nothing is off-limits – we’re open to trying anything to enhance the customer’s experience. This mindset empowers everyone to experiment, with the understanding that if it doesn’t work, that’s perfectly fine. When we do find something effective, we implement it but remain open to regular reevaluation and change. This flexibility allows us to remain agile and avoid becoming entrenched in any one idea. Here are some of the ways we embody “For Fun and For Free”:
1. Evening Camp Walks: We make ourselves available for questions during evening camp walks. When guests are open to interacting, we ask about their interests and provide recommendations for activities in the area.
2. Personal Greetings: I personally greet every returning guest. If someone takes the time to return and stay with us again, I want to express my gratitude and welcome them personally.
3. Special Occasion Surprises: When we notice guests are celebrating a special occasion like a honeymoon, anniversary, or birthday, we go the extra mile. This may include placing flowers on their picnic table, leaving a handwritten note, or offering a bottle of cider.
4. Reservation Review: I review every reservation to identify opportunities to enhance the guest experience. For instance, if a couple or solo traveler has booked a dome on the side of the camp designed for groups, I’ll reach out to them and offer a more private accommodation.
5. Early Check-In Notifications: Even though guests can purchase early check-in, we often call them once their accommodation is ready, letting them know they can check in at any time.
These are just a few examples of what we do “For Fun and For Free.” These gestures cost us nothing but significantly increase guest interactions and overall satisfaction. The results have been outstanding and are reflected in almost all our reviews. While guests do appreciate our unique accommodations and the stunning surroundings, it’s the interactions with the OWB team that often leave the most lasting impression.
So, let me pose a question to you: What opportunities exist in your personal life or business to brighten someone’s day by simply doing something “For Fun and For Free”?
