Issue link: https://digital.copcomm.com/i/101952
HOW TO SATISFY YOUR CUSTOMER EVERY TIME ICI •pg_19-28__BMT_pg3-58 12/21/12 3:16 AM Page 22 Number two: Do you want to know what your customers think? That's simple, try asking them. One of the technology companies I mentioned above had a platform that allowed the hotels to ask how the customers felt from the comfort of their room before checkout. The key is to keep the questions short and simple. No more than five questions. Here's a couple of questions to try; "what do they like?" or "what would you change?" Number three: You've heard this a thousand times, the customer is always right. Yes, we've all experienced that customer you would rather punch in the mouth. As a rule of thumb, you should never put a customer in the position of arguing with you or any employee. Your business will suffer in the end. Number four: Do you know who your customers are? As the Shankman example above suggests, any good business will know their frequent customers. Nothing is better than being able to identify a customer and call them by name. Not knowing your frequent customers' names in this day and age of CRM and other technology is a customer service faux pas. Number five: Do your customers know who you are? There is a reason why small businesses, hotels and restaurants have their management pictures near the front desk or next to the cashier. It's not vanity (although that's debatable), but it's to let the customer know they are welcome by all, even if they never see the people running the place. Number six: If management treats their employees like garbage, how do you think those employees are going to treat the customer? Are you polite when dealing with subordinates? Do you listen to them? Are you moody and unapproachable? Rude customer service is more a reflection on management, than the employee. Number 7: Is your team trained to handle complaints or irate customers? Frontline people play a crucial role in diffusing a potential bad situation. If the team member is not equipped to handle the problem or the problem gets out of control, it's managements responsibility to step up, not hide behind a subordinate – an act I've seen one too many times. Number 8: establish a method to measure customer satisfaction. Poll them regularly, maybe on a quarterly basis. This communication will make them feel like important and relevant. If you can keep good customers, in today's connected world you will almost assuredly capture new customers through word of mouth and customer satisfaction. 22 B M & T ••• September/October 2012••• www.blackmeetingsandtourism.com