Comparing Apple and..... B&B's

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From the linkedin forum of innkeepers:

Comparing Apple and..... B&B's

Hans Lucassen
Owner of Cortijo El Guarda, Rural Retreat Andalusia wrote: 

I came accross this idea how Apple tries to increase customer loyalty. With a small transalatio it works for our business as well.

Think of APPLE as an acronym. Each letter corresponds to a step.

Approach customers with a personalized, warm welcome. Every customer should be greeted by an employee who is friendly, passionate and committed to customer service. Probe politely to understand all the customer’s needs. This simply means to ask a series of closed and open-ended question so you can match the customer with the right product
Present a solution for the customer to take home (today). Apple likes to remind its store employees that they are not in the business of selling computers. They are in the business of “enriching lives.” A sale isn’t the only way to enrich the life of a customer and to build loyalty.

Listen for and resolve any issues or concerns. Customers have what are called “unexpressed” wishes or concerns.
End with a fond farewell and an invitation to return. How a person feels when they end a transaction significantly impacts how they perceive the brand and whether they are likely to recommend the brand to others. Above all, give your customer a reason to return.

***

JB asks: Do guests just wander away or do you wish them the best at check out...opening the door for them, walking them out or ?

Or in the current vernacular, of those "marketing experts" who think sending them an online survey or TA review link IS a fond farewell and invitation to return. It isn't, in case anyone is questioning that, it is telling them they are a number and we need your input to raise our ranking on TA.  This is how it has changed, imo, in the last 12-18 months! We always have to stay ahead of the curve as innkeepers. To me that means simply customer service, interaction and A SMILE.  

Your thoughts?

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Innkeep's picture
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The past several months I've taken to thanking my guests for coming ... telling them they have many choices about where to stay and I appreciate that they chose here.  Will be more important over the next year, because we're getting another major hotel in this town that already has too many unfilled motel rooms.

Joey Camb's picture
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04/02/2010

don't get me started they are building 2 more here definitely and possibly 3 - 100 bedrooms each.

The 3rd if it goes through will be at the showground which they have always ruled against as it stops people coming into town and spending money ie go to event at the showground, stay at the showground and go home, however now it looks like It might actually be a possibility.

The first opens currently 26th July as it was supposed to open for the tour de france which is the 5/6th July but they are VERY behind the 2nd will open approximately in a years time but they havn't even broken ground yet.

Also the fricking genius's have allowed the first one to be built with no fricking parking!!!!! in a town centre location, with no car parks in the vicinity and all restricted parking! at least the 2nd one is directly next to a multistory!

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Madeleine's picture
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09/29/2011

Innkeep wrote:

The past several months I've taken to thanking my guests for coming ... telling them they have many choices about where to stay and I appreciate that they chose here.  Will be more important over the next year, because we're getting another major hotel in this town that already has too many unfilled motel rooms.

That is truly exceptional. I bet the guests really appreciate hearing that!

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Madeleine's picture
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09/29/2011

Some guests escape without us ever seeing them go. Most guests get a fond farewell. Many get a 'see you next time'!

I do think it's important to have that last contact.

Do I ask how things were? Never. OK, not never, but only guests I know. I'll ask if everything was ok. These are the guests who will say something was wrong without making it seem like their entire vacation was ruined because the tissues ran out.

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