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You might not expect it, but INNOVATION is a cornerstone of a healthy service culture. Why? Because the BEST way to continuously improve customer service is to build systems and processes for generating and implementing LOTS of new ideas.
Our consulting clients and their staff learn to do this at every level of the organization. They get creative… and they get results. Here’s just one example – a clever way to re-engage lost customers and convert them into big fans – and promoters – of the organization.
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Below is an Autogenerated Transcript
Innovate to increase the loyalty of guests. They came up with hundreds of ideas in a contest, every resort competing with every other resort. Who’s got the best idea?
Let me give you one of the ideas. If you take your family on vacation somewhere, the likelihood that you will go back to the same place next year is very low. Two years, hmm. Three, maybe four, five. Yeah. If you had a good time, you might go back. So they went back into their records four and five years before, looking for customer complaints. They went on TripAdvisor four and five years ago and found the people who put on one star, two star reviews. Ouch. And they reached out to those people personally. “Hello, Mr./Mrs. so-and-so. I’m the new general manager at LUX* Resorts in Mauritius. I’m calling because I noticed in our files that you were here with us five years ago, and unfortunately, there was an unpleasant experience. I’m calling to apologize.” “That was five years ago.” “Yes, I know. But it still matters to us. And we’ve changed. We’ve improved. We’ve stepped up. We would love the privilege of welcoming your family back.” “Is this a real call or is this a joke?” “No, ma’am. It’s real. We care about you and your family, and we know that we disappointed you last time. Please. Could we have the privilege of welcoming your family back on your next vacation?
Now, we cannot give you a free vacation, but if you will choose our resort to come back, we’ll gladly give you a couple of extra nights. We’ll be delighted to upgrade your family into a very nice room category, and we can arrange a special dinner on the beach for you and the kids.” And these people were so blown away that somebody would actually reach out five years later to extend that invitation. You know what they did? They went! And they had an incredibly good time. And because they were the ones that put the one and the two star reviews on TripAdvisor, they were the only ones who could take them off. And they did. And they replaced them with beautiful five star reviews. And so the ranking on TripAdvisor kept going up and going up, and that meant more demand. And that meant they could charge more, and that meant that the rooms were more full, and that meant that they were making more money. Got it?
