“Please - can I have another washcloth?”
My collaborator and fellow NAWBO member, Deborah Weaver Parker, just published an article in NM Biz Weekly on how to turn irate customers into improvement opportunities
She uses an example to which I think just about everybody can relate - hotels and towels.
“… We had reserved a one-bedroom suite with a cot for our daughter. While there were three of us on the reservation, we quickly discovered there were only two sets of towels. The second night they shorted us on towels again. The third and fourth night — you guessed it — they shorted us again. Each time, I had to trek to the front desk for an additional set as housekeeping had already left.”
Adding to this, one of my personal pet peeves - hotels who encourage us to be environmentally friendly and re-use our towels…”just simply hang on the towel bar if you wish to use again.” Gee, I wish they’d let the maids in on the secret. I’ve actually hid my towels before - after giving up talking to the front desk (It’s the principle of the thing.) And, ever tried to mime “washcloth” to a desk clerk who doesn’t speak English? Ah-yah.
(Then, there was that hotel in Barcelona that offered me a selection of 12 different types of pillows…but wouldn’t serve me a cup of coffee before 10 a.m….And, yes, getting more towels was also a challenge. Luckily I habla un poco Spanish.)
All this illustrates how it’s the little things that make - or break - a customer relationship. And, the best marketing speak and processes in the world ain’t gonna work if the people who actually have to fulfill the speak and do the processes - don’t know what to do.
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October 3rd, 2005 at 11:58 am
Every customer has their “moment of truth” that will make or break their decision to return. Think about your business, when are those moments? If it’s a hotel, there are many: when the customer makes a reservation, when they check in, when they first open the door to their room, when they call housekeeping, etc.
Ask yourself, “What are the customer’s MINIMUM requirements at each of these moments?” These could be a phone answered promptly and courteously and a clean room with all ammenities stocked (shampoo, soap, and yes, enough TOWELS).
Then ask, “What do the customers REALLY want?” Customers expect the towels to be broughts, but even better would be knowing how long it’s going to take. (Don’t say, “I’ll be there shortly if you are going to take more than 5 minutes.)
But the best companies ask themselves, “What could we do for the customers that they don’t even know they want.” Companies that can deliver this are the world class companies.
(And as a consumer, remember that you get what you pay for and don’t trust those pictures of hotel rooms you see on the Internet.)