How to WOW CUSTOMERS

and be MORE ENGAGING

to grow your tourism business

• This changes EVERYTHING

• What is a WOW?

• Why Following Industry Norms is a bit daft

• The most important element of wowing

• Marketing that engages

• Opportunities for Bournemouth

• Summary

What we’ll cover...

My Job Today

Give You Ideas

Your Job Today Think How They Apply

To Your Business

It’s NEVER been easier

…to make informed decisions about your tourism

business

…to buy your services

The Stats

believe customer service has stayed the same or

deteriorated

Cognito 2013

66%

81%

would be willing to spend more to get superior customer

service

Oracle 2013

An unexpected, personal gesture that demonstrates appreciation of custom

The Industry Norm

Nothing

What You Could Do

Acknowledge the customer’s impending

arrival

Wow Moment 2

•Traffic / Transport Report via Text

CostApprox. 3p per

booking

ResourceApprox. 2 minutes

per customer

www.frixo.com

www.textmarketer.co.uk

The Industry Norm

Pull up to the car park

Customer approaches the front desk

What You Could Do

Greet the guest in the car park

Welcome by name

The Industry Norm

Admin

Keys are given to customer

What You Could Do

Personally addressed letter handed to

customer

The Industry Norm

Survey Request

What You Could Do

Thank You Letter or Email

If you do what everyone else does…

You will not WOW

Be Personal

Be Different

Demonstrate that you Care

What is the most important

element of Wowing Customers?

Herding Cats or Sheep?

Prospect

Customer

Loyal Customer

Former Customer

George David Megan Liz

Prospect Customer Loyal Customer Former Customer

Your Database

Herding Cats

Prospect

Customer

Loyal Customer

Former Customer

Buy Message

Buy Message

Herding Sheep

Prospect

Prospect

Customer

Customer

Loyal Custom

er

Loyal Custom

er

FormerCustom

er

FormerCustom

er

BUYBUY AGAI

N

THANK YOU

WE MISS YOU

Customer DATAContact Data

Mobile Telephone

Email

Address

Personal Data

Anniversary

Birthday

Dietary Requirements

Previous Order History

Data Capture

Data Capture

Opportunities

Become The Trusted Advisor

Our guide to…

•What to do

•Local hints/tips

As you liked “x” did you know…

•Relevant messaging

•Good reason to buy

The Impact of Wowing Customers •The 4 ‘MORES’

•More money spent

•More Repeat and Referral Bookings

•More Positive Reviews

•And above all - a more remarkable experience

The Impact of Relevant Messaging

SummaryWOWING Customers is simply about:

Being different, being personal, showing you care

The more you know about the customer, the better

Be relevant and you’ll engage more (and sell more)

Thank You

Adam Hamadacheadam@hoteliercircle.co.uk

@adamhamadache