There are an endless amount of companies in the world providing us with any product, service or experience we could possibly desire. Plus, for every purchase or interaction we choose to make, there are probably thousands of alternatives that we could have chosen instead.
With so much choice, it may seem that customer service could easily become an impersonal element, something that is simply a byproduct of our consumer lives, great if it's good and unimportant if not. After all, we still get the product we want by the end of it, right? Well no, actually.
When done right, customer service can make you feel like one in a million. And in one small interaction, companies have to prove that they are able to serve you better than any of their competitors, that you were right in choosing them, and that you should come back again.
The hospitality industry has a danger of feeling a bit like a cargo train - constantly trudging along, but nothing ever changing, the cargo being the staff making up these companies. The landscape may change - chefs can look out of their kitchens and see new faces, but they won't be there tomorrow, and the journey will continue moving.
As a customer, this is possibly the most off-putting element of the hospitality experience. It's ironic in many ways that a field designed to cater to its’ customers and provide them with a comfortable, enjoyable and unforgettable experience, is the one that often makes customers feel lost in a crowd.
A great customer experience in hospitality should be all about the individuals’ experience, not an experience made up of individuals.
What we mean by this is that there may be thousands of flights leaving an airport on a particular day, hundreds of people checking into a hotel, and millions of people eating in restaurants around the world, but as a consumer, the last thing you want to feel is that you're merely one face in a sea of many.
So what is the best way to show that you, as a company, care about your customers’ experience? Make the experience a personal one.
Whether it's sending tickets directly to your customers’ phone, allowing them to customise their food, or sending them personalised discounts and offers, anything that can make the hospitality experience not just easier, but more tailored to an individual’s needs, is a great start.
There may have been customers before, and there will be customers after, but the moment this is in the forefront of consumers’ heads is the minute you are failing to provide an excellent experience. The industry is somewhat of a machine, but you need to try and make customers feel like part of it. A VIP cog if you like. Their custom is a vital, appreciated and valued part of making the experience run as efficiently as possible.
As a member of staff in the hospitality industry, it’s your job to ensure each individual leaves feeling as though they’ve had the best treatment for them, not just what the person in front of them had.
A little less ‘Groundhog Day’, a little more ‘Ferris Bueller's Day Off’.
If you're looking for more tips on how to build a great customer experience, get your name on the list for our upcoming event! Be quick though, spaces are filling up fast!
