Showing Off Your Service to Your Target Market
By Marco Albarran Managing Director, Remarkable Hospitality, Inc. | August 04, 2013
The title and article focuses on suggestions which educates the reader on how one truly can demonstrate to the target segments which they invest their marketing dollars in, the level of hospitality and service so they can increase their chances of retaining them as a long term client and/or guest. Evidence of how important hospitality focused service is fundamental in a competitive way, ensuring customer retention and increased bottom line performance, as well as improved return on investment, has been in discussion by several hospitality brands lately.
While it is a great thing to see this finally manifesting theoretically in articles and on the Internet in general, we are still yet to see this manifest in practice it is still a very preliminary effort to truly execute, since we still see how many establishment are truly not there yet. There are a lot of factors involved affecting this, and many accountable people in higher roles that need to truly understand the bigger picture of this, in order to continue strongly as a hospitality (or service focused) brand. Our previous articles here have identified many situations in hospitality and service, and also have reached many industry professionals positively, so for those who have taken the opportunities of executing suggestions from previous articles, I am glad to read and hear how well it has helped them improve. Moving forward, we are now applying much more specific focus on truly demonstrating what we can do, now that we are familiar and stable with the hospitality service fundamentals previously learned and executed.
The overall concept of being continuously dynamic in terms of hospitality service is not an easy one. We have to always train, communicate, and ensure that there are measurable standard operating procedures that everyone is at minimum expectations, to ensure that we engage well the customer. We all know that we have to WOW the guest and we already understand that we offer specific amenities or services that truly demonstrate the brand. We have invested so much in targeting and capturing our market, materializing them as part of our clients, and trying to retain them, given that you have successfully implemented what we have described n our past articles. However, how do we develop that relationship; how do we engage the guest in a way that, after we invested so much time and resource, will feel value and get, each and every time, what they invested, which is an experience that becomes the buzz (talk on the street), or a legacy, which in essence, becomes the benchmark in which all parties are compared to? That is a very important position to be and it is not easy. It is stressful as you have to consistently deliver all the time. You are expected to perform, and this is why I had mentioned in articles before, not to go over the limit, if you know the brand or resource will not be able to support it a second time or more. So how do we show off to our target market? I came up with six strong categories that I hope can help you in what way or another, demonstrate what you are capable of. This of course, pertains to an individual, all the way to a major brand.
Convince the skeptics and build confidence
Why is there always a certain level of confidence still not present 100% from guests? We observe that negative past experience has made us too aware of what to expect, so it develops scenarios that affect us once, as it could happen again, so it becomes an inhibitor, which we may not allow ourselves as guests to truly see the experience in a business we cater as a positive one overall. That percentage of skepticism will always exist. We see things negatively if a situation did not go as expected, so that naturally means that we set expectations as guests, given what we have experienced before whether it was positive or negative (kind of similar to a benchmark of that experience, if you will). The best way to convince your guest that they made the right choice is by walking the walk, as you truly follow through on actions which you can truly execute consistently. Naturally, your whole team should be on the same page regarding this or else it may not work.
Create Trust with your target market
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