delivering the wow!

Delivering the WOW!Tourism Vancouver Island

March 2014

FactorNounthe quality something has of being very impressive or surprising to people

2 Questions• What is your greatest customer service challenge in your

workplace?

• What do you hope to gain from today?

“New Normal”

Tug of War?

Our Destination Team!

Customer Expectations

Seinfeld

Memorable Tourism Experience

“A tourism experience positively remembered and recalled after the event has occurred.”

Role of Corporate Culture• WestJet• Disney

Internal Customer

Corporate CultureWhat we say in our ads is true: "Owners Care." Sure, it's our aircrafts that fly you places, but it's really our people who get you there. In fact, our entire corporate culture has been built around caring for you, our guests, by providing a great guest experience.”

WestJet

Corporate Culture

Corporate Culture

Disney understands it can’t disappoint a guest, even once; if it does, the guest may never return. It’s this understanding that defines Disney as “guest-driven.”

Johnson 2007

Corporate Culture

1. Safety2. Courtesy3. Show4. Efficiency

Corporate Cultures Collide

Operator Expectations

What should your guests expect from you?

WestJet

Deliver the Unexpected

Cultural Considerations

Determine Needs

• Ask the Question• Listen for the WOW• Say YES!

Shut Up & Listen

Cookie Cutter Response?

WOW the Complaint• Actively Listen • Apologize – own it!• Fix It • Say Thank You!• Follow Up

Most Customers just want to be heard or prevent the situation from happening to someone else.

Customers• #1 Marketing tool! WOM sells• WOW Talk

EVERY interaction can be reviewed?

Every interaction can be reviewed!

81% of travelers said reviews were important when deciding which hotel to stay at (Forrester Research 2011)

75% of travelers said their holiday was better because they used reviews to make sure they picked the best place for them (Forrester Research 2011)

83% usually or always consult Trip Advisor before booking a hotel (Phocuswright)

We all have Baggage!

Perception = Reality

The Fix by NumbersComplaining customers

• Only 4% share• The other 96% quietly go away, 91% never to

return!• 1 complaint = 26 silently unhappy customers• 68% due to attitude • 70% will return if you fix it!• 95% will return if you resolve it immediately.• Seize the opportunity!• Put yourself in the Customers Shoes

What is YOUR WOW?

Tips• Be Authentic - sell yourself not your business• SMILE • Ask the Question! Don’t assume.• Existing Customers are your greatest strength• Empower your team!• Treat others the way you want to be treated• Encourage Complaints• Say thank you!• Manage your online reputation or someone else will

manage it for you!

Questions?Jenn Houtby-Ferguson, CMP CMM

Email: Jenn.Houtby@TourismNanaimo.comTwitter: @JennHoutby