by John Stanley

I probably spend more time in hotels than most people. Hotels are an excellent environment in which to find out what not to do and what works in customer service that can be translated into any retail sector.

Alas, many hotels are like retailers that do not realize the “Moments of Truth” that make a difference on the customer’s journey through the hotel.

The Receptionist/Checkout Operator
As a guest, the most important person in my life is the receptionist. Every guest that checks in meets this person and s/he is the ambassador for the whole hotel. In all the times I go to hotels. I rarely see the hotel manager or owner. In retailing, the checkout operator is the equivalent person.

As far as I am concerned, the receptionist has done a great job if I walk to my bedroom with a smile on my face because of the interaction I just had at the reception desk. Alas, in the majority of cases, I feel like I have been processed, handed a key and sent on my way. There is nothing wrong with this, but after a few days, I will have forgotten what the hotel looked like along with the person who served me. They have not left a lasting impression in my mind, and they have to start all over again with their marketing to find the next customer, when I could have done their marketing for them.

These processors have done their job, but that is all they have done; they have processed the customer, and as a result, the customer does not feel s/he should build a relationship with the organization. How often do similar situations occur at the checkout desk in retailing?

Delight Equals Expectation Plus One
Whether it is retailing or running a hotel, we all know that the secret weapon to growing sales is our Delight strategy. Delighted customers are our advocates, and they are the best ambassadors for growing all the business we can get.

Some businesses have a structured Delight strategy, while others rely on the initiative of the person representing the business. A Delight strategy is based on the principle of low cost to the supplier and highly perceived value to the receiver.

Keeping the hotel industry for my examples, let me use the W Hotel in Scottsdale, Arizona. I stopped at this hotel a few months ago when I was presenting at a conference in the hotel. The receptionist who checked me in was Sarah and we had a brief conversation where she found out I was a conference presenter and this was the first time I would be staying at this hotel. I left the reception with a smile on my face as I walked to my room and was thinking about what a great experience I just had.

I had been in my room for a few minutes and there was a knock on the door. I opened the door and was presented with a small bowl that contained a banana, orange, apple and a card. I opened the card and read the message.

“Welcome Mr Stanley. Just wanted to wish you well before your speaking debut. Good luck, and if there is anything else we can do to help calm your nerves please let us know. Warmest regards, Sarah”

What a wonderful way of Delighting the customer. An excellent, low-cost item for them and a great value to the customer.

The Water Tanks Broke
Compare this to an experience in a nameless hotel on my last visit to Canada. I arrived in below freezing temperatures and got processed and checked into my room. I put the tap on to have a shower and left the water running for at least five minutes and still had freezing water coming out of the tap. I went down to reception and stood around for about five minutes before someone came to reception. I informed the receptionist that I had no hot water and needed a shower. The response was” The water tank has broken,” and she left the reception area. I did not even get a “Sorry.”

Like shops, there are plenty of hotels to choose from. The ones that understand the Delight factor will grow their business, while those that do not will lose business.

I realize that in this computer age, we book hotels online and aim to find the cheapest rooms available. However, once we have made the decision and arrive at the “bricks” location, we still believe we should be treated as if we are special.

The real key to success is to ensure as business owners that we empower our front line team members to be proactive Delight makers. It is these team members that will make the difference to the long term health of the bottom line.

John Stanley of John Stanley Associates provides conference presentations, workshops and consultancy to the retail industry in 30 countries. He can be contacted at john@johnstanley.com.au.