Maria Urdaneta-Cannon, CTIE
As consumers, we have all experienced bad customer service in one form or another. So it should not surprise you that only 1% of customers feel that their expectations of customer service are not always met. This is also why the old saying goes that “someone who experiences good customer service will tell 2 people, and someone who experiences bad customer service will tell 5 people.” In other words, in the travel industry, no matter how great their vacation memories are, one of the things that they will remember is their interaction with you and the customer service that you provided.
As travel consultants, we wear many hats; research assistants, problem solvers, order takers and most importantly, customer service representatives. Why customer service representative? Without our clients, as with most businesses, we would not have a job. When creating a travel experience for our clients, our customer service skills are the building blocks of the whole process. If there is a breakdown here, reaching the desired outcome of a memorable trip and repeat client may be lost. So, while we know that good customer service is important, why is it so easily overlooked? As a travel advisor, our days are filled with multiple new travel requests, rechecking details, answering questions, listening to feedback, researching options… the list goes on. With all the demands or our job during the day, it is easy for us to forget the simple things that make our travelers come back. By focusing on your customer service skills, you can build on your relationships and connect emotionally with the traveler. This will result in retaining their loyalty, generate solid referrals which in the end will add to your bottom line.
Today is a good day to try. – Quasimodo (The Hunchback of Notre Dame)
Let’s review some basic concepts of Customer Service 101:
Greet your travelers with a smile. This is so important, as first impressions are critical. Smile when you answer the phone or greet them at the door. If you are working with a new or prospective client, remember, this is your first interaction with them and can set the tone for the rest of the conversation. If you are working with a returning client, greet them by name and ask how they have been. Take a moment to take an interest and build on the relationship you have already established. Also, don’t underestimate the power of common courtesy. A simple please and thank you are appreciated.
Answer the phone.
When it comes to building and retaining business, there’s no substitute for the human touch. Think of how you feel when you call on a business only to get the ever popular menu recording. Not only do you have to listen to the whole menu, you get transferred two to three times, only to get someone’s voicemail in the end. Answer the phone promptly. If the call is not for you, ask if you can assist, take a message or ask them if they would prefer to leave a voicemail. This simple interaction can help you build your client relationships and will set you apart from the Internet and the business down the road.
Respond to phone and emails in a timely manner.
If you receive an email/ phone call late in the day, acknowledge the communication with a response to follow up first thing in the morning. Communication can go a long way. With emails, make sure to READ the email. Don’t just skim the text, take the time and read it. Many times important information is listed within the body of the email. Reading it thoroughly can show your attention to detail.
Listen.
This is important and a skill that I have been working on. We tend to “jump in” during a conversation, but refrain. Take notes and let them finish. When they are done, review the notes you have taken and summarize their travel request or issue. This will help you catch any errors and shows you are focused on the task at hand.
Apologize when things go wrong.
No one is perfect and mistakes are made. By admitting the issue you can take control of the situation and keep the focus on a resolution. Stay in contact and see the problem through to the end. This will help you rebuild trust and restore confidence. Follow up after the problem is solved. Make sure that the issue stays fixed and that the traveler is satisfied with the results. Send an email or give them a call and let them know their trip is important to you. And last but not least, learn from your mistake.
Oh yes, the past can hurt. But the way I see it, you can either run from it or learn from it. – Rafiki (The Lion King)
Make your travelers feel important.
Treat someone the way you would like to be treated. This is something we all learn when we are young during our first few days at school. This is also something we easily forget as we are all trying to get our “to do” list done for the day. Offer your full attention when communicating by phone or in person. If it is not a good time, say so, and set up an appointment or another time that you can talk. This is something I forget to do. I tend to drop what I am doing and try to focus on their inquiry, but can come across as impatient because I feel I have been interrupted. If you are curt, you’ll set the tone and likely get a similar response back. Let them know their trip is important to you and that you will respond shortly. Explain that you are in the middle of
something and want to be able to turn your full focus completely on their travel request or issue.
Go the “extra mile” for your travelers.
Want to know the difference between good customer service and great customer service? It is the ability to go beyond just answering a question. Don’t just give them an answer, go above and beyond. Exceed their expectations. Make their trip as seamless as possible. Reach out to the hotel to reconfirm reservations or to mention special occasions. Continue to monitor seats for those “airport check in only” reservations. Send a gift or a note to the client upon arrival at their destination wishing them a great trip. Follow up with them after they have returned home for feedback. These simple gestures can take up precious time during your day, but the outcome can be the reward of loyal client that refers your services to future travelers.
Keep your attitude in check.
Every day while we juggle our many hats, our attitude towards a walk in, a new phone travel request or a colleague asking for help can move towards the negative. I do not think this is intentional, just a human reaction to stress. Keep your attitude positive.
The problem is not the problem. The problem is your attitude about the problem. – Jack Sparrow (The Pirates of the Caribbean)
Don’t forget about your co-workers and vendors.
These people are your “internal” travelers and you should offer them the same courtesy as your paying customers. By relating to them in this way, you will help foster a positive workplace culture and help you work better together as a team. This brings up another point. If you work in an office setting, you are part of a team. From the receptionist, to the corporate advisor to a leisure advisor, you are all a part of a team that should be working together to make sure that your travelers needs are met. It is true that you may not be able to assist a corporate traveler with a cancelled flight, but you can be polite and make sure that they get in touch with someone that can assist them in a timely manner. For that “extra mile service,” follow up with them to make sure their needs were met.
When you are working with a vendor, you are also part of a team…the team that is going to insure that your mutual client has a memorable trip. In this case, all the customer service points above can apply as well. When you have an issue and are looking for a positive result, be pleasant, explain what the situation is and ask for assistance in resolving the issue. If the answer is “No,” do not become defensive and see if you can work through to a resolution that works for your client. I have found the 9 times out of 10, No is an opportunity for Yes. Sometimes, you just have to get creative.
A little consideration, a little thought for others, makes all the difference. – Eeyore (Winnie the Pooh)
In the travel industry, when thinking of great customer service, my thoughts always go to Walt Disney. Most people that have experienced a Disney vacation, have a least one memory of something they were not expecting. This is one of the building blocks of Disney great customer service that they are known for. At Disney, they believe “that the power of service lies in its ability to create an emotional connection, rather than a purely rational connection – and emotional connections lead to economic outcomes.” According to the Disney Institute, Good customer service skills help build emotionally engaged clients which tend to be: At least 3 times more likely to recommend, three times more likely to repurchase, less likely to shop around, and much less price sensitive. These are the clients I prefer to work with and by remembering what makes good customer service turn into great customer service, I can continue to build on my existing and future client base.
To recap, it is easy to forget what keeps our customers coming back as we travel through our day to day itinerary. But at the end of the day, we all know what it takes to improve our customer service. Smile, listen, have a positive attitude, go the “extra mile” and try to emotionally engage with your travelers. By being aware of these “little” details, you can build transactions into interactions and then interactions into relationships.
Always let your conscience be your guide. – The Blue Fairy (Pinocchio)
References:
http://www.oracle.com/us/products/applications/cust-exp-impact-report-epss-1560493 – 2011 Customer Experience Impact Report
https://www.inc.com/peter-economy/37-disney-quotes-that-will-inspire-you-to-remarkable-success.html – 37 Disney Quotes that will Inspire you to Remarkable Success – Peter Economy – Inc Magazine
https://www.travelweekly.com/Strategic-Content/Customer-Service – How to Rock Customer Service
https://www.disneyinstitute.com/blog/exceeding-guest-focus-on-the-little-things/ – Disney Institute Blog – Bruce Jones, Senior Cast Development Director, January 19, 2016
