Speaking of Business: Take customers’ view of business relations
Q . I co-own a number of hotels and restaurants. I am trying to develop our guest-relations handbook for employee use. I’ve been told you have worked with many resorts and may have some insight and experience in this area. What highlights should we include in our handbook?
A. Yes, I’ve worked with many Colorado resorts in several different ways, including guest services and training. It’s my opinion that every business has the opportunity to create a hospitable, welcoming and comfortable atmosphere for all customers and clients. It must be agreed upon that this is a common goal at the beginning of employee training. Also, as a business owner you need to cultivate pride in your work and enjoyment in doing your very best for each employee.
Good service begins the moment you meet your guest. To each guest you are an ambassador, not only of your business but also of the entire community. This means we are counting on you to take personal responsibility and create a memorable vacation experience for all the guests you meet. Your guests’ perceptions of our area is measured by how you treat them. A memorable experience means exceeding your guests’ expectations.
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Guest-relations basics
Tips for employees to make good first impressions:
” Look attentive and eager to help.
” Smile, greet your guest and make eye contact.
” Give your guest your full attention.
” Listen to your guests’ needs.
” Respond and fulfill your guests’ requests.
” Thank your guests and show sincere appreciation.
” Answer the phone promptly.
” Speak with a smile.
” Greet your guest with “good morning,” “good afternoon,” “good evening.”
” Offer your assistance, then listen.
Resolving guest concerns
Know your product/operation. You will fulfill most guest inquiries with your own knowledge of your business. When presented with a guest’s concern:
” Look attentive and eager to help.
” Give your guest your full attention; make eye contact.
” Listen to guest concerns without interrupting.
” Express sincere empathy and understanding.
” Identify your guests’ concerns.
” Respond to guest needs; demonstrate a sense of urgency.
” Call on resources within your company and the community to fulfill the guests’ requests.
” Follow up with guests to ensure satisfaction.
Many changes you will consider when improving your business will cost you money. An area of change that can cost little to nothing is service.
Remember the following: Poor customer relations is the primary reason customers quit doing business with a business. Remember that we work for the customer. Know that few noncomplaining, but unhappy, customers will buy again. (Sixty-five percent to 90 percent of all customers are noncomplaining).
Level of service
Ask yourself the following questions regarding your level of service to the customer:
” Are you as convenient as you can be? Consider hours and days of operation — particularly lunch hour, after work and weekends. Other factors include quick transactions, proximity to other places of business or support (banks, restaurants, post office, etc.), alternative methods of payment and convenient parking.
” Is your knowledge of your product high? Maintain an adequate level of expertise about products and services offered. Have the ability to help customers locate desired products/services and be well-versed in local referrals, such as suggesting a great place to fish or hunt.
” Do you provide a pleasant shopping environment for your customers? Is your shop clean, merchandise dusted? Is lighting adequate? Color and design of a shop — exterior and interior — convey an “atmosphere” as well as a new appearance.
You should have friendly, courteous salespeople who know how to listen and solve problems. Give them some power: Make them a part of the management team, train them often and keep them in line with the company’s mission statement and policies. Your business associations are a great source for training material.
” What kinds of special services do you make available to your customers? Be prepared to special order unique products, and know customers’ individual needs and names. Offer free delivery.
Customers’ view
The customers’ perception of your business, not yours, is what counts. You must see your service/business from your customers’ eyes. To improve your perceived image, try the following:
” Solicit complaints and compliments, both internally and externally.
” Investigate complaints and resolve them. It is usually five times cheaper to save one customer than to solicit a new customer.
” Ask customers to help identify the barriers preventing you from serving them.
” Ask for suggestions on how to get rid of these barriers.
You have a powerful, low-cost marketing tool if you use it consistently. The key to service is to establish a personal relationship with customers. People buy from people they like and trust.
Greeley resident Russell Disberger is a founding member of Tekquity Ventures LLC, a Louisville-based specialty venture-capital firm investing in technology development and licensing. He can be reached at (303) 926-3990 or by e-mail, disberger@tekquity.com.
Q . I co-own a number of hotels and restaurants. I am trying to develop our guest-relations handbook for employee use. I’ve been told you have worked with many resorts and may have some insight and experience in this area. What highlights should we include in our handbook?
A. Yes, I’ve worked with many Colorado resorts in several different ways, including guest services and training. It’s my opinion that every business has the opportunity to create a hospitable, welcoming and comfortable atmosphere for all customers and clients. It must be agreed upon that this is a common goal at the beginning…
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