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The Art of Recovery

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One of the fastest ways to lose the trust of your customer is to make a mistake and be average at fixing it.

A quick illustration…

We recently bought some furniture for our new home… a relatively painless process, at least the buying part. One of the reasons we selected what we bought is that all of the pieces were in stock and could be delivered on the date requested. Without that assurance, we would be sleeping on the floor and eating on TV trays…not a good situation after a month out of the country and moving the week you get back…even though camping in Colorado is nice this time of year. Well, you probably can guess the outcome…the delivery truck came…but without some of our furniture. The delivery folks had no clue, “we just deliver what they put on the truck, we don’t sell it”. A call to our sales person determined he had forgotten to notify us that the pieces were on back-order, this even after he assured us everything would be delivered to our satisfaction. I, of course, diplomatically and calmly voiced my displeasure (honest, I was nice). So, here was the salesperson’s big chance, right?...an opportunity to really show me what he and his company were capable of. Instead, here’s what he said, “what would you like me to do?” and “we’ll get it to you next week…guaranteed” A broken promise, you have my money and I don’t have my furniture…not good.

Mistakes are bound to happen…in any business…we all know that. We also know that the correction of those mistakes is paramount to a successful future for any organization. But, just “fixing the problem” isn’t enough any more. A simple “I’m sorry” and a discount doesn’t make much of an impression when there are so many other products and services to choose from. And, while this seems likes it’s leading to a customer service lesson, it’s not…it’s a marketing lesson. Every mistake, every service screw-up, every fly in the soup is a wonderful marketing opportunity…it’s the most likely place for you to beat the competition and gain lifelong customers…for three reasons. 1. you have their undivided attention…this happens very rarely; 2. the customer expectation is that you will fail…or at a minimum that you will be average (offer the proverbial 10% and apologize). In their minds, you’ve already let them down. Now, it’s just a matter of getting out the door before you can cause any more damage; and 3. your competition isn’t likely to do much better…the odds are that disgruntled customers are leaving your competitors at least as often…and for many of the same reasons. In other words, screwing up is actually a pretty good place to be…if you’re up for the challenge.

Again, simply recovering from a mistake is not the opportunity…that’s expected. Your best chance to act remarkably and regain the trust of your customer lies in how you recover. At the end of the experience, two things need to happen: 1. the customer must feel special; and, 2. they need to shake their heads in disbelief at the lengths you took to earn their faith. The only way to accomplish these two goals is to act with sincerity, empathy and honesty…tell the truth, try really hard and be remarkable.

Marketing takes many forms, and it often happens behind the scenes or after the initial sales transaction, like when there are issues. So, the next time there’s a problem, don’t just fix it, make their heads spin!

Cheap Ironing Boards For Sale

Picked this gem up from Hotel Chatter...apparently Holiday Inn Express (or, at least one of them) is placing these signs in guestrooms...
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Do you think that anyone at HI Express gave any thought to the message this sends to the majority of their guests...who don't steal towels and ironing boards? What kind of a story doea a cheap sign with a cheap message tell?

One of the "costs of doing business" in our industry is the replacement of linens, whether it be from theft, damage or whatever. Attempting to recover that cost by displacing the trust of your best customers is in a word...wreckless. Obviously, there's little "new marketing" thinking going on here.

Hotel Design Trends

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For a long time, hotels were designed and built for either function or opulence. There was little in between. However, in recent years, design has taken on a new role…serving as the primary method to grab the attention of prospective guests. This recent article published in the U.K.’s Observer illustrates the point quite well. Here’s an excellent takeaway from the article…

Hotel architecture makes these contradictions most rivetingly manifest. It is a bizarre mix of a technical process, of stringing rooms along corridors and around lifts as cheaply as possible, and the ability to tell a story. In the end, designing a hotel is a struggle between the unappetising functional elements of stacking up identical bedroom units, and immersing the guests in a fantasy.
The only pitfall I see emerging with this trend is an over reliance on the physical aspects of the property to make the stay memorable. Remember, without a meaningful story and a caring staff, design will only take you so far…and likely not far enough.

Dalai Lama Marketing

Read this while catching-up on Seth's blog. A very appropriate list for both your personal and professional endeavors...Happy Sunday.

1. Take into account that great love and great achievements involve great risk.
2. When you lose, don’t lose the lesson.
3. Follow the three R’s: Respect for self, Respect for others and Responsibility for all your actions.
4. Remember that not getting what you want is sometimes a wonderful stroke of luck.
5. Learn the rules so you know how to break them properly.
6. Don’t let a little dispute injure a great relationship.
7. When you realize you’ve made a mistake, take immediate steps to correct it.
8. Spend some time alone every day.
9. Open your arms to change, but don’t let go of your values.
10. Remember that silence is sometimes the best answer.
11. Live a good, honorable life. Then when you get older and think back, you’ll be able to enjoy it a second time.
12. A loving atmosphere in your home is the foundation for your life.
13. In disagreements with loved ones, deal only with the current situation. Don’t bring up the past.
14. Share your knowledge. It is a way to achieve immortality.
15. Be gentle with the earth.
16. Once a year, go someplace you’ve never been before.
17. Remember that the best relationship is one in which your love for each other exceeds your need for each other.
18. Judge your success by what you had to give up in order to get it.
19. Approach love and cooking with reckless abandon.

Vanished

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Well, I suppose some of you may have thought I vanished with no posts for such a long time. I spent a month in Germany visiting family and taking care of some personal business. Internet access was intermitent and frankly, I needed the break. Now, I'm re-energized and ready to roll. I should be back on track with regular posts next week (we're relocating to a new home this week...). So, stay tuned.

While I wasn't actively blogging last month, I was definitely busy. One of the projects I completed while away was my manifesto, Vanished. It was published last week by the wonderful folks over at Change This. Please take it for a spin and be sure to check-out the other great work on their site.

And, thanks to those who have already read the manifesto and offered feedback.

Please keep the comments coming.

News

A new indieHotelier podcast is up...finally. Sorry for the drought. It's been an interesting past few weeks to say the least....listen to the podcast if you want the details.

I'm headed back to Germany next week, this time for a month...mostly for pleasure, perhaps some business.

I'll be focusing on writing, playing with my kids and enjoying family that I don't get to see very often.

I'll resume posting once I get across the pond.

Greed

One of the fastest ways to alienate your guests (and erode your occupancy) is to make them feel cheated. Case in point, the Providence Westin now charges $10 to use their fitness facility...almost assurdely some accountant's idea to build ancillary revenues. However, as this story indicates, nickel and diming doesn't work, especially if you're average.

Human nature dicates a propensity to have more...some call it greed. In business, as in life, this tendency leads to bad decisions. Rather than trying to milk the last drop from every cow, focus on ways to appreciate your customers and how to deliver a better experience to them. The goal is to make gusts feel happy to pay the rates you charge...not to hack them off over a few extra bucks.

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Build A Story

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Yesterday was an exciting day for Charlotte, North Carolina…they won…they won the right to spend over $100 million on a new building…the NASCAR Hall of Fame. Congratulations.

This is huge for the city of Charlotte, as it would have been for any of the other candidate cities, like Atlanta or Daytona Beach. And, not because this new venture creates jobs, improves land value or streams millions in taxes…but because it fuels a story.

NASCAR is a very powerful story, almost a religion…especially in the South. Millions of people watch the races, buy the myriad of logo stuff, watch the ads on TV and revere the drivers…past celebrity status. They believe…because they want to, because of how it makes them feel.

People won’t visit the NASCAR Hall of fame because it cost over $100M to build. They won’t visit because of ample parking, a fancy lobby or clean restrooms. They’ll come because they’ll have a chance to be a part of the story…to get closer to the dream.

So, if you’re in the market to develop a hotel, build a story first, and a building second. Stories are more interesting, last longer and pay much bigger returns...just ask Charlotte.

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Customization

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Jackie and Ben hit the nail on the head...again! Using two highly regarded wine country restaurants as examples (French Laundry and Cyrus), they give us some excellent insight into what makes these establishments so extraordinary.

I'll follow with my own little formula:

1. You've got to get the basics right. An overabundance of cleanliness, smiles and quality is a must.
2. You've got to be interesting...better have a story, one that strikes an emotional connection with your prospective guest.

Then,

3. Customize. Like Jackie and Ben, I believe this is a key if not THE key to getting people to talk about their visit. People want an experience that's tailored to them. That's what makes it special, interesting and fun to talk about. Why would you tell your neighbor or co-worker about an average stay at an average business hotel?...you wouldn't. But, you might feel compelled to talk about a restaurant that called the kitchen upon your arrival and tailored the offerings around your tastebuds.

Make your guest experience interesting by telling stories and treating people differently, just like you would your friends if you were inviting them to your own home.

The Art of Recruiting

More good stuff from Guy…this time on recruiting talent to your organization.

I like all the points he makes sans the hard sell of the prospective candidate…the pull-out all the stops tactic. Rather, have the candidate interview as many people within your company and maybe even a client or two to see how great you really are.

Part of the problem (no, THE problem) with the hiring process is all the selling that is going on by both sides. Ask questions…shut-up, listen and take notes. If you hear something that raises a red flag, ask more questions about it. And, by all means, tell the truth…about everything. If you don’t, they’ll find out anyway.

Carnival of Marketing is Up for 13 Feb

Storytelling


Stories convey emotion…they strike a chord. Stories are entertaining…they get attention.
Stories are fun and easy to tell…they’re memorable. Stories are your greatest asset…not the bricks, artwork or lobby furniture.

People tell stories about what makes them feel really good…or really bad. I call them emotion generators. And, basically, three events must occur to make them happen…to get someone to spread the word about their experience:

1. There must be an emotional connection…an appreciation for the experience (a person either has an affinity for let’s say, food and wine, or they don’t)
2. There must be time invested in that connection (a person actually takes time to dine)
3. The associated experience must either reinforce the expected outcome…or fall significantly short (the experience blows them away…one way or the other).

When these three things happen, stories are likely to be told.

Much like demand generators fuel a market, emotion generators make or break a guest stay. Furthermore, these little story factories are typically anchored in three areas…food, guestrooms and care. Just listen to anyone going on about how good or bad they felt about their visit…rarely is it centered on things like the pool or the staff uniforms. There are the occasional exceptions (fabulous views of the Matterhorn, etc.). But, for the most part, it’s living spaces, what’s coming out of the kitchen and how people are treated that resonates with guests. It’s always been that way, and likely always will be.

Here’s a recent story about how hotel guestrooms are now being designed more like people’s homes…to make them feel, well, more comfortable, like they would be at home. Makes a good point.

People want meaningful experiences when they check-in, not just flash and show. Now, more than ever, they’re figuring out that life’s too short not to enjoy every day. So, you’ve got to connect with them emotionally…and give them a reason to tell your story.

Try food, rooms and service…the backbone of our business. If you’re passionate about it, I bet it works.

The Art of Schmoozing

I’ve often promoted the idea that we are in the business of building relationships. Nowhere is this more true than in our sales efforts, no matter if you’re the GM, the Director, the Sales Manger or the Receptionist.

Guy Kawasaki recently posted his ideas about relationship building…schmoozing. I especially like these two:

1. Understand the goal. Darcy Rezac in his book, The Frog and the Prince, wrote the world's best definition of schmoozing: “Discovering what you can do for someone else.” Herein lies eighty percent of the battle: great schmoozers want to know what they can do for you, not what the you can do for them. If you understand this, the rest is just mechanics.

2. Ask good questions, then shut up. The mark of a good conversationalist is not that you can talk a lot. The mark is that you can get others to talk a lot. Thus, good schmoozers are good listeners, not good talkers. Ask softball questions like, “What do you do?” “Where are you from?” “What brings you to this event?” Then listen. Ironically, you'll be remembered as an interesting person.

So, before you head-off to your next trade show or sales call, read Guy’s notes…then, read them again. I did.

Smile

While accepting a regretable four hour flight delay at Frankfurt this morning, it occured to me how powerful a smile is, or how very damaging the lack thereof can be.

American Airlines did an absolutely frightful job of just that as they described a "technical" problem which created delays of up to an entire day for most of us. My particular agent didn't crack even the slightest hint of a msile during the entire check-in process...she didn't even suggest any alternatives....later I found another agent who was more accommodating in redirecting us...but, still no smile.

I can put up with a lot...when people treat me nicely.

I don't need to wonder why American and a host of others flirt daily with financial ruin.

Travel Advisory

I'm embarking on a fairly rigorous travel schedule over the next couple of weeks. I will be in Germany, Bavaria to be more specific, early next week. And, then on to Florida again. So, posting will be light due to limited internet access in small towns. Although, I just picked up a new iRiver for the purpose of mobile recording. So, look for some sound scene tours in an upcoming edition of indieHotelier.

While in Europe, I may have a few hours to spare. So, if you have an interesting project or problem you care to discuss, e-mail me. All I ask for is a good cup of coffee, or a fine beer. Neither should be hard to find.

Bespoke

This is a word with strong legs, and one I was turned on to by my good friend Alex.

The more you invest in creating individual experiences, the better chance you have for success. People crave feeling special. They don’t want the same thing as the next person. That’s boring and carries little value anymore. Marketers are starting to figure that out. Services of all kinds, from suit tailors to snowboard manufacturers, are beginning to realize this important phenomenon. Personalization is in…standardization is out.

It’s time to go beyond a quick check-in and calling people by name…that’s a given.

What are you doing to create customized experiences for your guests…for your employees?

Improv Wisdom

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I recently finished this book by Patricia Ryan Madson called Improv Wisdom. It’s a short and to-the-point offering about how to deal with life…which inevitable does not go as planned.

Here’s my best takeaway…the five rules which are essential for the successful entrepreneur…from page 135

1. Show up on time
2. Be nice to people
3. Do what you say you’ll do
4. Deliver more than you promise
5. Work with enthusiasm and passion