Hello readers! This week we are trying something new. Samantha Irwin, who previously owned the Balch Hotel, was kind enough to write a guest blog post for us. Specifically, on customer service blunders and how to fix them. Like what you see? Please let us know and we will include more content from industry veterans. - Kent Schnepp
If you've been in business for more than a month, someone has messed up. It's inevitable! Maybe you or your employee forgot an order, screwed up a reservation, didn't finish room cleaning on time, or accidentally overcharged?
A vital key to turning your customers into zealots for your business is to exceed, not meet, their expectations, especially when errors occur.
There are two common responses when a problem occurs:
- You notice, but the customer does not (they think), so the mistake is brushed under the rug with hopes that it went unnoticed.
- The customer notices and brings it to your attention.
(THANK THEM! This takes guts and highlights something that needs correcting, painful as it may be. . . )
Admitting to a mistake can be a very difficult thing to do. Sometimes pride gets in the way or a person feels ashamed, embarrassed, or even angry about making the mistake.
The one thing NOT to do when a customer brings a mistake to your attention is to make excuses.
"I got busy", "I didn't have enough time", "I'm going to blame my coworker and throw him under the bus . . ." People can spot bull a mile away. Excuses do not solve problems.
My Epiphany Moment
My epiphany moment happened years ago at a Chamber meeting. I held an office of some sort in the Chamber and had tasked myself with researching some information for the group. As we were going around the room, my turn came up. I was thinking up all sorts of reasons and excuses explaining why I hadn't done my task. (They were super valid reasons! I had an 18-room boutique hotel to run after all.) I recall beginning my excuse making verbiage in my head and then I stopped dead in my tracks. I paused, took a breath, and said to the people I was leading that I had simply forgot to follow through. It was the honest to goodness truth.
Talk about pregnant pause! It was a little bit eerie actually. Then I said I would write it down in my schedule to have it completed by the end of the week.
After the moment of silence on of the "best" habitual excuse makers I've ever met said "Wow. Thanks for being honest."
The mood and productivity of the meeting changed dramatically! (For the better.)
Don't make excuses. Solve the problem.
If a customer brings an error to you it's a BIG DEAL to the customer. It's bugging them. It's bugging them enough that they said something to you about it.
People are SO much more likely to complain to anyone other than the person who can solve the problem. (Think about the last time you whined about your spouse or coworker to a friend. We're all guilty.)
This is an excellent opportunity for growth.
- Maybe there's a process you need to refine?
- Could be that it's just a random error.
- Staff may need more tools, resources, and training.
No matter the reason, take a look and fix it.
This is where it gets FUN!
Turn your customers into zealots for your business by exceeding their expectations.
Real Life Experience – (My Worst Nightmare)
We overbooked a room. Two reservations for the same room. The same night. We found the mistake at 4:00 Friday night. Check in begins at 3:00 and we have a full house. I would have nightmares about this very thing and now it was happening! Couple #1 just checked into the double-booked room. Problem solving moved into high gear!
What could a hotel do for you to MEET your expectation with fixing this error?
What could a hotel do for you to EXCEED your expectation when fixing this error?
Think about and answer those two questions before continuing to read please.
Did you think and answer?
Don't continue reading until you do.
Really, do it. This is an interactive reading exercise. You’re not a passive sponge.
What could a hotel do for you to MEET your expectation with fixing this error?
What could a hotel do for you to EXCEED your expectation when fixing this error?
Continued:
I tried to get a hold of the couple that had not yet checked in. They were booked for two nights, possibly they hadn't left their home yet. . . ?? no luck. They had left home already.
I called other unique boutique hotels to see if they had a room open that was comparable or better than the one this couple booked at our place. Found one! Booked the room for them.
We had the other hotel put a complimentary wine and snack box in their room (we paid for the room and the snacks).
If you were guest #2 checking in for the weekend, had just driven two hours to get to the destination, and found out you didn't have a room, what would you expect the hotel to do? I'm guessing you'd be pretty mad.
They arrived and I addressed the problem head on. I explained the mistake, followed with an apology and the solution. They still had their second night at our hotel and it would be comped for them.
I could see the disappointment in their faces when I started talking then saw a tentative, "ok we're taken care of, all is not lost” look follow. No, they weren't zealots yet, that's for sure. We had more work to do!
The couple returned to our place Saturday night and there were treats in their comped room along with a two-night gift certificate that they could use for themselves or give away as a gift to someone.
Our Solution
- Booked the guests at another hotel Friday night with treats - our cost.
- Complimentary stay at our place Saturday night, with dinner.
- Gave them a two-night gift certificate in an upgraded room that they could use or give as a gift.
Did we "lose money" that weekend?
- The room we booked for them Friday night cost more than our room.
- We completely comped their stay Saturday night, not just giving a % discount.
- We gave them a two night gift certificate to return or give as a gift.
Did we lose money short term? Yes.
Did we make much more money in the long run? Absolutely!
Practice Time!
This is a fun exercise to do with your staff at a meeting. It took my staff some coaxing to get into it. They seemed reluctant to "give away" our product. However, after role playing with some other scenarios that were not from our hotel, they started to loosen up and get into it. They turned the corner and started thinking service.
- They began to really understand that it would be ok to make mistakes.
- They started to feel comfortable with the idea of "giving things away" if needed when I was not on site.
- They began to know how to turn the customer experience into a win.
- They felt empowered.
- They felt ownership.
- They felt proud.
Do some role play and elicit answers from staff. What would they expect if they were the customer?
Download this handy guide to help you get started.
Watching your staff come up with solutions meet expectations is fun.
Watching your staff push the envelope and brainstorm solutions to exceed expectations is empowering!
With enough of this type of practice training you can rest confidently when you leave that your customers will receive the BEST service.
That peace of mind will let you unplug from your business with confidence.
By Samantha Irwin
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