Marketing will only take you so far.
You also need a good, solid product to back it up.
These are the basic principles of business, and it’s no different for our tourism product here in Savannah.
Visit Savannah, along with hundreds of individual businesses, does a great job of getting people to come here, and now it’s our job to provide a good, solid product.
Part of that product necessarily includes customer service.
We have a brand of customer service in Savannah that has lead us to embrace the moniker, the Hostess City of the South. In order to keep that positive reputation, there are a number of things we all can do together.
This week, I’ve been working with Visit Tybee and on customer service training for restaurant, hotel, retail, and even city employees.
Tybee Island gets it. Regular customer service training refreshers for all is going to change the way they approach their customers. It’s going to increase their revenues to small business; it’s going to increase their tax revenues and services provided to residents; and, it’s going to put actual dollars in the hands of those tourism workers through an increase in tips.
It’s a good reminder that we all need to brush up on customer service skills again and again. This is one area whereby you can never rest on your laurels.
For the 200 that came out to Tybee, I shared nine simple ways to resolve complaints.
I share them with you here in hopes that you can incorporate some of these ideas into your own practice and ideally pass them along to your team.
1. Listen
When a customer comes to you to complain, first listen. It’s not easy for the person to complain. Generally, people talk themselves out of complaining. Be proactive. Ask the customer to explain what when wrong if it’s not clear. Don’t interrupt.
When the customer is finished, say: “I understand why you’re upset and I’m going to do everything I can to help.”
2. Be sincere
People are amazing at judging sincerity. You can’t afford to get this one wrong. Look the customer in the eye and say, “I’m sorry.”
3. Empathize
Let the customer know they were “right” to complain. The best way to empathize is to say, “This happened to me.” It communicates that you understand what they’re going through, and you will work on their behalf to resolve the situation.
4. Take responsibility
Even if it’s not directly your fault. Take responsibility for the situation. Try to resolve the problem on your own, but never be afraid to ask for help. You may need to involve someone more senior in your organization.
5. Keep your word
Promise to correct the problem and then do it as soon as possible. Whatever solution you and your manager have come up with now needs to be fulfilled or the customer will be even more upset.
6. Set a deadline
Sometimes solutions may take some time. That’s OK. You just need to communicate that to the customer. Explain how long it will take to correct the problem.
7. Fix the problem
If you haven’t already, you may be fighting the urge to take their complaints personally. If this happens, it’s easy to pop off and argue, but don’t fight—make it right.
8. Stay in touch
The customer is vulnerable at this time, so don’t stray too far. Keep close contact with the customer while the problem is being corrected.
9. Follow-up
The final step in resolving a customer complaint is sometimes missed. Make sure your solution is working. This is the best time to take a seemingly difficult situation and instead turn the customers into lifelong, loyal patrons. It all depends on how you resolve conflict.
As we all work on our tourism product, remember customer service in your business. Take a page from Tybee Island. Whether you work in the frontlines or behind the scenes, we can all improve the way we approach people. In the long run, it can only stand to serve our community well.
Michael Owens is president/CEO of the Tourism Leadership Council, the largest non-profit trade organization that supports and represents the tourism industry. Contact Owens at michael@tourismleadershipcouncil.com or by calling 912-232-1223.