For nearly two decades, my family and I have been repeat guests at a beautiful inn on the Chesapeake Bay. We were very loyal fans, until our recent stay during the holidays.
I can no longer recommend this inn to others, which is something I've been doing enthusiastically since 1996... and we are not sure we will return.
How could the customer experience have been so bad?
On a personal note: based on our previous 18+ visits, my family has many great memories, (our kids describe it as their "second home") so I will not identify the inn by name. But I do want to provide marketers of all industries with this cautionary tale.
Our difficulties began with the room cleaning staff's decision to take a box full of our holiday gifts -- which did not look remotely like garbage, and was left at least twenty feet away from the nearest garbage can -- and throw it out!
For an example of a company which managed the customer experience beautifully, read this story:
Build Positive Emotional Equity with Customer Care
The initial error of trashing our family gifts was serious, but on its own, it was evidence only of a serious training problem with the housekeeping staff. But the failure to respond with proactive care and concern for a valued repeat customer who received less than their very best is evidence of something far more serious, and of concern to every marketer: a culture problem.
We saw an early glimpse of the very different culture during the first few moments at the property. Contrary to our 18+ previous visits, our repeat guest history was never acknowledged when we checked in.
As we came to learn, the cultural changes permeated our guest experience. I am sharing this story because these types of cultural issues apply to all marketers, not just those in the hospitality industry.
The problems we experienced were many, but included:
- It took numerous calls and visits to the front desk by my wife and daughter, to create a sense of urgency about looking for our valuable missing gifts. Finally, the manager was good enough to get into the garbage dumpster and begin to search.
However, in spite of my wife's repeated requests to the front office staff that the manager search for multiple missing items, this message was not communicated. As a result only one of the missing gifts was found. An inability to apologize. Some front-line staff acted put upon, and as if they were doing us a favor by resolving a troublesome problem we had created. A manager's disrespectful attitude the next day, when my wife reminded him that additional items were still missing. When my wife explained that we were not sure which, and how many, gifts were missing, as our 6 family members had exchanged many gifts, but would try to find receipts when we returned home, he snapped: "You should know what the other gifts were; I certainly would!" Failure of the General Manager to return our phone calls about the problem, or indeed to reach out to us in any way. As of the posting of this blog, 3 weeks after our visit, I still have not heard from the General Manager, (who was on property during our stay).We left feeling betrayed.
While, we received monetary compensation for our problems, in the form of five nights of free lodging, and reimbursement for $160 of missing jewelry, there was no recognition or acknowledgement of the upset or inconvenience this caused us. We left feeling that we were viewed as bothersome guests who should have labeled the gift boxes in our room more clearly.
We don't know if we will return... because the culture of the place we loved has dramatically changed.
Marketing Takeaways: Four Critical Points:
For any industry, identify the points of weakness that might allow your team to:
- Develop an attitude that "the customer is probably wrong".
Not recognize and acknowledge a very loyal, repeat customer -- and treat him or her accordingly. Allow management to be so removed from customers that they do not feel the need to quickly and proactively seek them out to offer assistance and apologies. Have no process for follow-up contact with a customer after a serious mistake.Ernan Roman is President of the marketing consultancy, Ernan Roman Direct Marketing.
Recognized as the industry pioneer who created three transformational methodologies: Integrated Direct Marketing, Opt-In Marketing, and Voice of Customer Relationship Research.
Ernan was recently inducted into the Marketing Hall of Fame.
Clients include Microsoft, NBC Universal, Disney, Hewlett-Packard and IBM.
Ernan was named to "B to B's Who's Who" as one of the "100 most influential people" in Business Marketing by Crain's B to B Magazine.
His fourth and latest book on marketing best practices is titled: Voice of the Customer Marketing: A Proven 5-Step Process to Create Customers Who Care, Spend, and Stay.
Ernan is also the co-author of "Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing" and author of "Integrated Direct Marketing: The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales."
www.erdm.com
ernan@erdm.com
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.