I’m always interested in seeing how successful businesses market themselves to see if there’s any lessons to be learned. I’ve usually found that the larger the organisation, the worse the marketing and customer experience. However, a while ago I found an exception.
I went to the Yucatan Peninsular in Mexico for two weeks, staying at a fairly large RIU hotel. I have to say, I was very impressed with this hotel chain and how even the little things that affect customer satisfaction are not left to chance.
So let me relate just four of the ‘lessons’ I learned.
Firstly, I was amazed at the All-Inclusive restaurant. No queues. No waiting for drinks. Everything running smoothly. How could this be, I wondered?
So I took the free ‘Kitchen Tour’ on Sunday at 12pm. Now this really should be called ‘The Free Marketing, Advertising and Branding Tour’ because that’s really what it was. It’s purpose was to show us exactly how RIU have the customers' experience in mind. The end result was to change or improve our perception of the RIU brand (which of course is all in OUR minds). Hopefully we’d choose RIU next time.
The tour was carefully choreographed. They saw exactly what they wanted us to see in the order in which they wanted us to see it. But a key word that was repeatedly used was “Organisation†(in FIVE different languages!). It couldn’t be stressed enough. They wanted us to see that customers were happy, not by chance but because they had systems in place that ensured it. I was really impressed. I had no idea. Everything done at a set time and in a set way.
It was explained that they cater for a possibility of 600 hungry guests at 1pm every day. And that one hour later a further few hundred could arrive. And all had to be seated, drinks ordered and delivered and food cooked, ready and waiting immediately. And this they did!
Later, I joined the tour of the next door RIU hotel. This time one that is referred to as a ‘Palace.’ The reality was that it was hoped the next time we would ‘upgrade’ to this hotel. What better way than showing it to us? Again, everything choreographed.
So…the lessons?
Lesson 1: Your customers don’t know what you do unless you tell them. I had no idea that everything behind the scenes was so organised. Nothing left to chance. Customer satisfaction an absolute priority. My view of this large hotel chain has been positively changed.
Now…do your customers know exactly what it is that you do that other cleaners don’t do? Do they know why you vacuum the carpet before you clean them, something that most of your competitors don’t do? Are they aware of how much training you’ve undertaken? Do they know that you are National Carpet Cleaners Association (NCCA in the UK) members and why it’s important?
Lesson 2: The importance of a set way of doing EVERY activity in your business. In other words, to quote Michael Gerber of ‘The E-Myth’ “this is how we do it here.†The customer gets the best experience possible because we’ve worked out what that is and then written it down in our Operations Manual. It’s done that way every time.
Lesson 3: Always up-sell. And demonstrate if possible. What better way to show how carpet protector works than to SHOW it? If you added protector to only 30 percent of jobs… well maybe you could go to the Yucatan Peninsula next year.
Lesson 4: Remember, everything you do affects your BRAND, an over-used buzz word today. But put simply, a brand is a collection of perceptions in the mind of the consumer. So even being just systematic and organised can increase your ‘brand value’ in their minds. In real terms, they are more likely to use you again and refer you!