Great companies recognise the long-term value of looking after their regular customers.
It is often repeat business which really helps to generate profits and spread the word about a product or service. After all, what better, or more genuine, PR than a glowing recommendation to friends and family?
Part seven in our series focuses on Gaylord Opryland, an American hotel with a reputation for long-standing relationships based on brilliant service. Consider this story in which the company took the opportunity to WOW Christina McNenemy on her third visit, turning a regular visitor into a fan for life…
They engage in two-way conversations
Christine McNenemy attended a conference at the hotel for three years’ running. During her visits, she developed an affinity for her bedside alarm clock’s ‘spa sounds’ setting. Despite several attempts to buy the clock for her own bedroom, Christine was unable to find the correct model in any store. With social media now a direct way for businesses and their clients to engage with one another, she decided to message the hotel on Twitter to ask about securing the clock (opposite).
They put experience first
After the hotel’s first attempt to resolve the query was unsuccessful, Christine attended the conference as planned and gave up the hunt for the elusive alarm clock. For many businesses, the story ends here. However, having reflected on Christine’s disappointment, Gaylord Opryland decided that they couldn’t let it mar her experience of staying at the hotel and risk their relationship suffering.
They exceed expectations
When Christine returned to her room, she found two alarm clocks waiting for her with a handwritten note to say thank you for following the hotel on Twitter…
What gets measured gets done, but if you measure the wrong things the exercise is pointless. If you don’t communicate what you’ve measured and the reason why, very little will get done. If you…Continue reading