Mr. Ely

Human Resources, Recruitment & Training

Communicating on a Higher Level with Your Consumer

By John Ely, Senior Vice President of Marketing, Signature Worldwide

During a training seminar, a hotel employee was given the opportunity to share an example of legendary customer service. Sadly, it took a while for the employee to think of one. Once he had one though, he was excited to share his story with the group.

He told of a trip to a TGI Friday's Restaurant:

He began, "What would have been an otherwise routine dinner with the family started with a friendly greeting from the hostess. She seated us promptly, served us water and introduced us to our server."

He received automatic verbal and nonverbal approval from his co-workers.

"That's good," someone said. Heads nodded.

As he shared each proceeding detail − courteous server, accurate order taken, food delivered on time, tasty desserts − the excitement from the crowd grew.

By the time he told of receiving the correct bill in a timely manner and the thank-you-come-again-please-help-yourself-to-a-mint on the way out, the room erupted into applause. Everyone agreed that his service story passed the test.

That is until the trainer asked the group to consider if his experience really went beyond the scope of basic service.

Silence.

Realization: Consumers are thrilled with the prospect of anything over and above poor service.

From the gas pump to the ATM, we have lost contact with live, personal service. From restaurants to hotels, we find live people imitating automated systems. Consumers are so desperate for good service that their expectations are at an all-time low.

What a great opportunity for your business!

The Answer

For years, brand managers, owners and operators have all been trying desperately to find out what drives their customers. From time to time, a new amenity such as high-speed, wireless Internet connection is announced. In each case, as soon as the competition copies the "genius," it is right back to status quo. But, the solution to staying ahead of your competition is actually very simple: provide front line and management training so your staff knows how to develop relationships with your customers. Give them the tools and training that allow them to offer guests more than scripted answers, or worse - weak, yes/no answers when the script fails them. Employees can use their new skills to build relationships and uncover what each guest needs.

Exceed the expectations of your guests and enjoy the results: higher retention rates for valued, skilled employees who love their jobs and higher conversion rates and returns from guests who have experienced true customer service.

Personality Partnering

The Golden Rule is a familiar one: treat others as you would like to be treated. Anyone in the business of serving guests should subscribe to the Platinum Rule: treat others as they would like to be treated.

There are many formulas used by psychologists to classify personality styles and to indicate how different people like to be treated. Some require detailed observations or batteries of questions, but there is no need to make it that difficult. Employees can easily be trained to adapt their words and their tone to suit and to better accommodate four basic personality styles. This concept is called personality partnering. Here are four examples:

Driving/Dominant: These guests are the angry, in-your-face, wronged-again people you dread. However, because they are so starved for good service they are also the easiest people to impress and will become the most loyal if you treat them the right way. If a driving/dominant personality approached and asked, "Do you mean to tell me that the gourmet coffee that comes free with my continental breakfast is not available?", an employee could answer, "Yes. I'm sorry. Our machines are down." Or, they could respond: "Yes. I apologize that our machines are down. To make it up to you, we would like to treat you to a cup of coffee from the gourmet shop next door. Here is a menu. Let me know what you would like, and I will be right back with your coffee. Is there anything else I can do?"

Ego/Expressive: These are your guests who are fun-loving and looking for a connection. You'll immediately recognize them from the big smiles on their faces. To them, life is an experience, and sometimes they need a tour guide. So, if an ego/expressive guest asks about your new pool, an employee should share in their excitement and offer to show them the pool. Consider this response: "Our new pool, well let me just introduce you in person - the entrance is just down the hall! I think you're going to love the new indoor-outdoor set up. The indoor pool is heated, and you'll want to check out the hot tub. Outside, there is a swim-up pool bar and snack bar with seating areas. Towels are provided right here, and just let me know if there is anything else I can do for you!"

Stable/Analytic: Engineers, accountants and all of those guests who make decisions by rationalizing data fall into this category. They will have serious looks and tones and ask very direct questions. You'll need to have some facts and figures on hand when these guests ask about the new pool. For example: "Our new aquatic complex is state-of-the-art. Construction was completed in April, resulting in a 5,000-square-foot facility, including one indoor pool and hot tub, as well as two outdoor pools. You'll find stations for beverages and snacks as well as several seating areas. The complex is open daily from 9 a.m. to 9 p.m. Towels are provided for your convenience, and there is a lifeguard on duty for your safety. Is there further information I can provide?"

Amiable/Complacent: More than 50 percent of North Americans fall into this category - they like to be liked. They don't want to hurt anyone's feelings. So, naturally they have a hard time saying no. You'll recognize this personality most often on the phone, considering whether or not to make a reservation in the first place. You should never lie, but it is most effective to help them come to a conclusion by creating a sense of urgency. As long as the statement is true, the following can work very well: "I hope the information we have discussed has been helpful in your decision-making process. If you need time to think it over, you should know before we hang up that our satisfaction ratings on the suite you are considering have been very high, and we only have two more of them available for the week you are planning. So, I would advise you to make your reservation as soon as you can."

While each personality poses different challenges, and each response is unique, there is a common thread. The end result of each of these conversations is a relationship, not a transaction. By responding to different personality styles in the ways they like to be served, employees will find new doors open between them and your guests. Guests will be impressed that your hotel staff knows just how to take care of them. Staff and management will discover how rewarding their employment can be. So it seems there is just one more question to be answered: Are you willing to invest in your staff to better answer to your guests?

John Ely is senior VP of marketing for Signature Worldwide. He is responsible for developing, implementing and evaluating strategic marketing and corporate growth plans, and has industrial and consumer marketing experience. He has an associate degree in electrical engineering, a bachelor's in technical management and a master's in marketing and communications. He is a member of the American Marketing Association and Product Development Management Association. Mr. Ely has served as a professor at Franklin University and is certified as a "Teaching at a Distance" (TAD) online educator. Mr. Ely can be contacted at 614-766-5101 or johnely@signatureworldwide.com Extended Bio...

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