Put Your Best Foot Forward

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August 27, 2010 by Marc Carlson

There are many consumer touch points a resort property can have with consumers. Reservations for accommodations must take place whether that is done online or via telephone. So there is some kind of interaction between your property and the consumer of which could provide valuable information about that experience.

1. Was their reservation handled in a timely manner?
2. Did they find what they were looking for in accommodations?
3. What type of time interval are they looking for in a stay?

Once the reservation process has been completed, you wait to receive the guests for their vacation stay. It can’t hurt to send them some communication and find out what they are interested in doing while at your property. Then, the consumer comes into direct contact with staff at the entrance, welcome center and possibly sales people when arriving at a property. Every employee can make a difference in making a positive impression on the consumer that this stay will be pleasurable. I find that if I call the front desk or the resort’s restaurant and the individual on the other side of the phone has a pleasant demeanor and goes the extra mile in making sure I get what I want, when I want, my perception of the resort improves each and every time. When I fill out my survey, I will be recounting the many interactions with resort employees that I had during my stay.

If I go outside my unit, I’m most likely to see a grounds person, housekeeper, or maintenance employee taking care of the property. A simple “Hello” goes a long way and I will remember that brief interaction when completing a survey or comment card. Employee interactions can set the tone for a consumer’s expectations about the resort they are staying at and I believe that happens in person and via the telephone. Employees should be trained to embrace every opportunity they have interacting with customers. Not only will this increase employee loyalty but it will also increase the number of surveys completed by consumers which is always a task. Keep surveying your customers and don’t forget to communicate with them that their voice was heard.

Until next time….