BY GARY C. SAIN CTC EXECUTIVE VP/PARTNER, YESAWICH, PEPPERDINE & BROWN

It's All About Me...

REMEMBER WHO THE CUSTOMER/CLIENT IS. It is amazing to find so many businesses and service personnel today who forget who the customer/client is. Every one of us probable has several examples of this each and every day! Another reason why there is a service crisis in America. We sometimes forget whom we are working for. As an OSSN outside agent, it may be just you. However, the customer/client is who we truly work for. Without customers/client’s, none of us would not have a paycheck. RULE #1…never forget who the customer/client is. Do you feel the customer/client is fortunate to do business with you? You better not! In the travel agency business this is even more critical. Customers/clients have a variety of channels to go to for their travel requirements. If they elect to use the services of a professional travel agent…they have hundreds to choose from in any given market. A lot of competition! The discernible difference is the ability of a travel agent to make their customer/client feel they are the only customer/client they service. In addition, no two customers/clients are the same. In your database, each one of your customers/clients has unique profiles and travel expectations. Your ability to service their travel needs in a personalized and individualized manner can greatly improve your business.

WOW IDEA #1…Create a balance sheet for each of your clients. In this individual account, you have debits and credits. Each and every time you exceed your client’s expectations, you will have earned one credit. However, each and every time you don’t exceed your client’s expectations, you earn a debit in the account. Over a period of time, these credits and debits will add up. The more credits you have in each one of your client’s accounts…the more repeat business you will have, the more brand loyalty you will have and the more referrals you will have. Just the opposite will hold true for debits. This method can be a superb tool in helping you evaluate how many credits you are providing to your clients on a monthly basis. If you don’t see enough credits, it can provide the impetus to improve the balance sheet of your clients.

KEEP THANKING. When was the last time you received a thank you from someone you did business with and who provided you a service? Bet it’s been a long time. Business courtesy has fallen by the wayside in recent years. Maybe it’s because everyone is too busy and no one takes the time to recognize those customers/clients who provide the paychecks. Also, with the tremendous growth of technology, it’s no longer as personal. Everything is an email. When was the last time you received a thank you note personally written out and signed by the same individual? Sounds pretty basic, however, this is a lost art in America today. It’s not the big things you do for your customers/clients that make you successful…it’s the small things.

WOW IDEA #1…For very little cost, have note cards printed up with your travel agency logo on the front. Distribute to all of your agents. Have them send their handwritten thank you cards to their customers/clients after each significant travel booking. You can never thank your customers/clients enough. Note cards are not the only vehicle…phone calls; email, etc are other means of saying thanks.

WOW IDEA #2…Remember your clients at the Holidays and special occasions. Not just the major Holidays, but special days of recognition. For example, Birthdays, Anniversaries, Halloween, Secretaries Day, Bosses Day, Mothers Day, and Father’s day. It certainly makes sense for Xmas, Hanukah and Thanksgiving. The idea is to recognize and say thanks to your clients for doing business with you. It also keeps you front and centered in their minds…they can’t forget about you. If you think this is a bad idea…think about how many personalized cards/greetings you receive on a yearly basis from people you do business with. I bet the number is extremely small to non-existent. Outside of family and friends, we have lost this art of celebrating special days with those who are valued assets in our lives.

YOUR FIRST COMPETITOR IS INDIFFERENCE. Remember the saying…I have met the enemy and it is I? This is so common in business today…the attitude of indifference. In fact, as mentioned above, 68% of customers leave a particular brand because of this unhealthy attitude. Management must take a leadership role and lead by example. If they don’t care…the employees certainly won’t. It all starts with the first employee contact…their attitude. Is it someone you want to do business with? How many times have we all left a store because no one recognized us…no one offered to help…no one had a friendly face. If travel agents are selling “dreams” and “hope”…this attitude must reflect what you are selling. A bad attitude cancels out all other positive skills. Each day you get better or worse…it’s your choice.

WOW IDEA #1…Make sure your customers/clients know your product/service capabilities. Never assume everyone knows what you do and want what you offer. Whether it is your website, a stuffer in the travel documents or a brochure on your travel agency…use every opportunity to educate and remind your customers/clients on what makes you special and the services you offer.
WOW IDEA #2…Have your phone conversations with your customers/clients. Pick one day a month where you can have someone you respect review the tapes and offer suggestions for improved customer/client interaction. If you can be open to constructive feedback, this can be a very successful means of identifying improvement areas. Something as simple as a “greeting” and how you deliver it on the phone can have a dramatic effect on the outcome of the call.

WOW IDEA #3…Never assume. Making assumptions fuels the attitude of indifference. Always deal with fact. If you don’t have an answer or you aren’t quite sure, take the time to find out for sure. Your credibility with your customer/client will skyrocket. If travel agents are the travel experts, travel agents can never make assumptions.

REMEMBER, IT’S ALL ABOUT ME. With a service business, it is very easy to forget one key point…its all about your customer/client. It’s your commitment and full attention in fulfilling their individual needs…not yours. If sales and service personnel can remember this every time they have dealings with customers/clients…we wouldn’t have a service crisis in America. Travel agents need to focus on each customer/client as if they are the only customer/client they have. Get to know them and what they like to do, where they like to travel, what they like to do on vacations, etc. Get them to open up and talk about themselves. What a great opportunity to learn more about your customers/clients by having them do the talking. You’re not learning anything when you’re talking. Learn to be a patient listener. As sales agents, all we need to do is ask the right qualifying questions, listen attentively and take great notes.

WOW IDEA #1…As you profile each customer/client…make sure it can be properly recorded in a working database. One of the most important marketing tools is an up to date database with relevant information on your customers/clients. Its more than just name, address, phone number, email…its knowing travel preferences, what the kids like to do, birthdays, anniversaries, favorite foods, hobbies, educational interests, medical information, travel phobias, etc. Inspect what you expect with your database…review consistently to ensure it is being updated appropriately and with the right information. The more you know about your customer/client, the more meaningful their travel experience will be which in turn promotes repeat sales and brand loyalty.

WOW IDEA #2…Response time is everything. Nothing will diminish your credibility with your customers/clients than not returning phone calls on time, missing deadlines, or not following up. Customers/clients are use to immediate gratification. Initiate a personal SOP (standard operating procedure) stating all phone calls must be returned within 60 minutes or whatever you feel the appropriate time for response should be. There are too many other choices for your customer/client to go to if your response is slow and not immediate. Remember, you do not have a monopoly of the travel business.

WOW IDEA #3…Baby boomers represent the largest opportunity in travel. Baby boomers have also grown up feeling special. They desire personal recognition and on-going attention. Create “VIP” treatment for your most loyal clients. Whether it is sitting at the Captain’s Table on a cruise line, a personal greeting from a Hotel Manager at a resort or a personal note with a welcome amenity upon check-in…these are easy examples to execute. The benefit of promoting and selling a limited number of preferred suppliers is the ability for you to have “clout” with these suppliers. Use this clout to provide your clients with that special unexpected touch. Never tell them about it…just surprise and delight them!