WelcomeRelationship Building

How it SHOULD begin:

Presented by

Rich Lehman

Http://MYPLAYERSCARD.COM

EXPECTED vs. PERCIEVED SERVICE

The “WOW” Experience

The truth is we all have expectations created by past

experiences, word-of-

mouth, readings, movies,...infomercials....but, when reality

strikes and those expectations are positively surpassed by

much, we tend to say WOW'.

Creating a cultural experience that naturally has a positive

feeling is essential to the overall success of all companies.

If you, as the organizational leader can create positive team

member participation in the organization, it will flow to your

customers. Always remember the power of word of mouth and

in many cases...perception is reality!

» Squeaky Wheel

Exceeding Expectations

“Squeaky Wheel,” an animated short about

a little wheel who takes apart the machine

and comes up with a better way to do

things.

http://www.youtube.com/results?search

_query=squeaky+wheel&aq=0

"Sometimes You Need to Change the Squeaky Wheel, Not Grease It."

CRMCustomer Relationship

Marketing

The framework

What is CRM?

CRM consists of:

•Helping an enterprise to enable its marketing departments to identify and

target their best customers, manage marketing campaigns and generate

quality leads for the sales team.

•Assisting the organization to improve telesales, account, and sales

management by optimizing information shared by multiple employees, and

streamlining existing processes (for example, taking orders using mobile

devices)

•Allowing the formation of individualized relationships with customers, with

the aim of improving customer satisfaction and maximizing profits;

identifying the most profitable customers and providing them the highest

level of service.

•Providing employees with the information and processes necessary to

know their customers, understand and identify customer needs and

effectively build relationships between the company, its customer base, and

distribution partners.

Doing things the Fairmont Way

Stories to Tell

Fairmont Winnipeg in Winnipeg Manitoba Canada

This is a very old and modest hotel but the service is impeccable. Generally the staff

recognize you at the door and greet you like family. One day in particular I was

absolutely blown away. I used to fly into Winnipeg on business about 10 times a year

always taking a cab from the airport. On this particular day I stepped out of the car and

a brand new employee immediately walked up to me and said "Welcome back Ms.

Berg you are in room 1102 handed me my keys and told me my bags would be up

shortly". I have no idea how this new employee knew who I was in the 30 seconds they

had to identify me but that was a WOW moment.

I was later telling this story to a coworker who told me his own WOW story about

Fairmont Winnipeg. He was checking out one day and they inquired about this stay he

told them it was great and jokingly made a comment except the lack of red m&m's. The

next time he returned on business there was a martini glass of red m&m's in his room

to greet him.

Neither of us are VIP's or celebrities just business travelers and this service was so

beyond what you expect it builds significant loyalty in their brand.

Doing things the Fairmont Way

Stories to Tell

Follow-up discussion –

• I never know how they know the details but they must have an amazing

database system and in order for this to be carried out they must utilize a

team approach at every stage.

• Even though they are not the most glamorous hotel they do build intense

loyalty mainly because of their exceptional customer service.

• I once had a university professor say that the only sustainable

competitive advantage in todays business world is customer service

because companies simply fail to provide this.

We all have names!!!

Notable Stories

Of great tradition in the hospitality industry is to train your staff to call

people by their first name or their last name: Always remember their

names.

Well, it seems simple, it does not cost much (hardly anything) but this is

a simple experience that at any public place (hospitality or not!) makes

me say wow. Specially, if I am not a patron yet and is a high volume of

customer location.

For instance, I do travel a lot to South America, Caribbean and USA but,

sometimes, I spent quite sometimes going back to a hotel or restaurant.

When I go, a warm smile and 'how are you Mr. Garcia or Anibal...and I

am dead!!. Even if you know they have been trained to do it, if someone

has research your reservation and notified the bellman or front desk

people or hostess...just the fact that they did it makes you feel special.

We all have names!!!

Staff Shortcomings

• I am the same!! Terrible with names!! Don't you feel embarrassed

when someone comes to you...hi Katherine...Hi…eh? dah!! Dah!!

Dah!!

• I've always been horrible with names, so I make sure that when I am

introduced or on the phone with someone that I repeat their name

back to them in the conversation at least once or twice.

• And at work I have created a traditional hardcopy “Facebook" with all

our regulars pictures and any other pertinent information.

The experience

Invest in/manage

the destination/experience

Memorable visit, vibrant

environment, anticipation

Increased visits

traffic, stay time

expenditure

Increased profit &

property value – word of

mouth, repeat visits

» Invest in the design, management and promotion of the destination/experience. This leads to:

» Creation of memorable customer visits, a vibrant environment, and anticipation of future experiences, this in turn leads to:

» Growth in visitor numbers and foot traffic, growth in dwell time and greater spend per customer. This leads to:

» Greater profitability for both the company and its partners; and for property-based investment, and increase in property values and/or sales and repeat visitation.

» The increase profitability in turn leads to the ability to invest further in the experience and hence starting the cycle again in the longer term building renewal.

The Experience

Invest in/manage

the destination/experience

Memorable visit, vibrant

environment, anticipation

Increased visits

traffic, stay time

expenditure

Increased profit &

property value – word of

mouth, repeat visits

Marketing

and

Promotion

Marketing

and

Promotion

Creating

the Buzz

» Creating the Buzz˃ In an experience destination, more customers can create a more

vibrant environment and this in turn creates more buzz and vibrancy improving the overall experience for the customers.

» Promoting and Positioning˃ Promotion and Marketing leads to better positioning of the

experience and more customers. This leads to “Tell a Friend and Bring a Friend”. The memorable experiences and anticipation create word of mouth, repeat visits, and bringing friends to share the experience.

» Define and discuss the connection between customer service and relationship management.

» Describe and comment on an experience that prompted you to say "WOW" while patronizing a public facility.

Discussions

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