|
Customer service corner: Together for the destination
By
Christine Davlin, VCB tourism education manager
|
Christine
Davlin |
Is it just
me or are you hearing it more and more: colleagues and friends
commenting about the poor customer service they experienced at
a wide variety of businesses? It is puzzling, especially when
we consider the state of the economy, that business owners and
managers are not aware of how their front line employees are
performing. How can a business afford to lose even one
customer?
Why does
there seem to be an increase in negative comments about
service? Is it because the stress of the economy has affected
virtually everyone? Possibly. We often talk about the
consumer side of the equation; however, from an employee
perspective, even if you are still working, your spouse or
best friend may not be. You may have watched your co-workers
lose their jobs and feel guilt that you are the one who
remains employed. You may live in constant fear that you are
next. You may have lost your benefits or received a cut in
pay. Because of the reduction in many workforces, there is
more work for those left behind.
I have
received feedback that customers are more demanding; expecting
more “bang for their buck.” Additionally, because we are now
so technically “connected” through social networking sites -
blogs, tweeting, and even sites like “YouTube” - people learn
what others have to say about a business or experience. New
customers are more informed than ever before. How does that
play out with the employees who serve them? Customers can ask
for more and be more demanding. They may ask your employees
questions they have never heard before, putting workers on the
spot.
By no means
are these the only reasons, but it is something to think
about. Whatever the reasons, increased employee frustration
and stress can lead to lower job satisfaction and ultimately
poor customer service.
How many
companies spend a fortune on marketing in order to gain a
larger customer base, yet miss the key ingredient to the
foundation of their success: their employees. More and
more businesses are learning that a happy or engaged employee
equals a happy or satisfied customer. Some of the most
successful companies have created a culture that values and
focuses on their employees. They truly mean it when they say:
“our employees are our greatest asset.” Think Southwest,
Disney, Ritz Carlton and Zappos to mention a few.
So in these
tough times, when you don’t have an extra dime to spend, how
do you keep your employees happy? It does not always take
money, there are many ways to recognize or reward without
spending a lot of money. Statistics show that feeling valued,
“in on things,” challenged to do new tasks, training, or just
recognized for a job well done, can go a long way.
Tough
love. Now more than ever, owners and managers cannot
afford to ignore those employees with a surly attitude, or
whose moodiness affects (infects) all those around them. It is
time to put the right people in the right positions. If the
person answering the phone or greeting your customers does not
have a smile and kind word for each person they meet, transfer
them to a “behind the scenes” position or say goodbye. It is
not always easy, but it is your reputation on the line.
Let’s “zoom
out” on this topic. What is the big picture? When we think of
customer service on a larger scale, as a destination, we are
in this together. We want people to come to our area and
encounter a friendly “ambassador,” no matter where they go. We
want them to say, “this is the friendliest place they have
ever been!”
“Zoom out
further” – Our guests may recommend the destination to a
friend, or blog about their great experience in cyberspace for
all to see. If here on business, they may bring their families
back. They may recommend our area as the site for their next
business retreat, or where their daughter should have her
destination wedding, or where they bring their buddies for the
next fishing trip. They may decide to acquire property,
relocate a business, or ultimately purchase a place to call
home.
Sound
far-fetched? How did you end up here?
What causes
this “evolution of a visitor?” The way they were treated by
the people they encountered during their visit. For our
visitors, it is not just one store or restaurant; it is the
sum of all their encounters. Just like a customer that decides
whether to go back to a business based on the service they
experienced, the same can be applied to our destination as a
whole.
So let’s
help each other. Let a friend know if you frequent his or her
business and you were treated poorly. Collaborate your efforts
and recommend local businesses. Help each other to recognize
that we are in this together, not separately. Look at the big
picture and get involved in ways to promote tourism even if
you are not in the tourism or hospitality business. Directly
or indirectly, it does affect your business. We are all
connected to that original “seed.” It is up to us to fertilize
it and help it grow.
To celebrate the alliance between business and
tourism, please join us at the “Celebration of Business &
Tourism Awards Luncheon & Tradeshow” on May 20. Visit
http://www.leevcb.com/content/upcoming-events for more
information.
Home Page
|