Hotels win loyal guests while retailers still try to sell shoppers
While I have traveled internationally for many years, working in foreign countries can be a logistical challenge. And, there is nothing worse than getting sick while working halfway around the world. When I came down with pneumonia last week in India, I encountered the most amazing "knock your socks off" service experience in my career. Through this amazing experience at the ITC Gardenia, I rediscovered why hotels are premier examples of how great customer experiences earn loyal guests for life. In contrast, most retailers are still trying to sell something to strangers who wander in. Retailers need to take a long hard look at guests vs. customers, and discover why they need a Guest Relations Executive on senior staff.
Why this is important: Retailers are so desperate for sales they will do almost anything to sell you something. They could learn a great deal from the great hotels, who focus on the outstanding experience that wins guest loyalty and business for life.
I've been very fortunate in my consulting career to travel to many countries without incident. However, on the rare occasion that I have become ill while working abroad, the challenges multiply! First, there is no immediate medical assistance. Second, if you can get someone to see you, getting medication in a foreign country can be a real challenge, not to mention health care insurance issues.
While traveling in India last week I was very fortunate to be traveling with Naren. He is more than a business contact; he has become a close colleague. Naren could see that as the week wore on, my fever increased, and I was fading fast. Fortunately, Naren's wife is a top flight gynecologist who came to my aid with invaluable assistance in getting some much need medication from somewhere. My standing joke now is that I will not travel to India without consulting "my gynecologist". Seriously, many thanks to Naren and Mona who went out of their way to get me well enough to travel back to the US.
The all too rare exception – "Knock your socks off" service experience
I had never travelled to Bangalore, and was fortunate enough to stay at the ITC Gardenia Hotel. Their property is beautiful and truly worthy of a five star rating. But, it is not the building, room or amenities which impressed. It is the unbelievable guest service experience that will have me staying at the ITC Gardenia hotel any time that I return to Bangalore.
When Mona sent the meds to the hotel, they could have been delivered by most any wait staff to room 1506. Instead, a Guest Relations Executive greets me at my door by name! After expressing her concern about how I was feeling, she proceeded to "admonish" me for not letting anyone know that I was not feeling well. While she handed me my medication, she personally offered to get me to see a physician that night. After again expressing her sorrow over my illness, she made me promise to check with Guest Relations in the morning to let them know how I was feeling, with specific emphasis that I should make any needed requests, including transportation to a hospital.
The next day these were strategically placed on my bed with a personal note from Stella …
I don't know how many males out there have ever received a bouquet when you were sick. I never have. I have also never received this kind of genuine and personal attention from any hotel. Stella, I'm broadcasting this message out to thousands of readers of this blog … you have earned the right to call me a loyal guest for life for your hotel, and all ITC Hotels I find.
Why is it that retail stores just don't get it? It's all about the experience!
The ultimate irony was that I was traveling in India working with retailers and major brands on omni-channel retailing and what that means for stores. Today's consumers can buy products anytime, everywhere, and usually cheaper online. So, why do retail stores persist in trying to sell you something while you are in the store? In India, as most countries, store traffic is down and internet sales are rising. So there is an even more aggressive effort to race to the bottom on price in order to sell you something lest you walk out the door.
The ultimate survival of retail stores three core success factors:
- Retail stores must do something that online can't (engage consumers personally).
- Shoppers come to stores looking for expertise and experience, stores must provide it.
- Loyalty and repeat visits to a retail store are based upon the quality of the experience.
Bottom Line:
Most retail stores are focused on the "what" (products) and how to get you to buy. Hotels are focused on "who" (guests) and how to provide the personal experience that creates a long term relationship of lifetime value versus selling a single stay in their hotel.
7 Critical success factors Retailers must learn from premier hotels
Super high quality personal experience is so rare these days, it will blow you away when you experience it. It creates such a lasting impression that you can't stop talking about it … like I'm doing now. I call it "knock your socks off" experience that earns ultimate loyalty.
If you have ever attended one of my Retail University workshops, you know that I'm a big believer in stories and case studies. You can bet that I will be telling the story of how retailers need to copy the ITC Gardenia Hotel's model of success:
7 Guest Relations Executive – Guess Success Management Principles
- Start by treating visitors as "Guests" … not shoppers to be sold
- Create an actual position titled: Guest Relations Executive
- Recruit the talent of Stella – Someone deeply committed who actually cares
- Focus on Guess Success Management (not merely service or experience)
- Personalize EVERYTHING – Use the customer's name ALL the time
- Go beyond expected – Not just flowers, but a PERSONAL NOTE
- Follow-up specifically with the Guest – In person and by email
A personal note to Stella – Guest Relations Executive Extraordinaire
As a result of you and your team's personal service, I'm telling your story far and wide. Yes, I did receive your follow-up email and will provide evaluation feedback. But, expect my ratings will be off the chart. If you want to know how much I value you and the personal service, tell everyone at the ITC Gardenia hotel that I saved the personal note that came with my flowers. I will be using it in my workshops as the symbol of "knock your socks off personal service"!
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Sources:
- Personal Note Image: Courtesy of Chris Petersen
- Hotel Personnel Photo: Stock Images; Freedigitalphotos.net
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