The customer arrives at the hotel. The doorman sees him but pays no attention and heads towards the lobby. The girl at the front desk finishes what she is doing first and then, after about 5 seconds, interacts with the guest.
During his stay, the guest fills out a brief questionnaire that was emailed to him, which among other things mentions some negative experiences he had. However, the hotel had no further communication with him, as if no one had read his negative comment.
This particular guest has come, along with his wife, to celebrate a significant moment in his life, his wedding anniversary. He mentioned it himself upon his arrival, and as a matter of fact some employees heard him. Yet, not a single wish, not a treat, not even a customized gift was delivered...
In general, customers expect three things: a) to be acknowledged (seen), b) to be listened to (heard), and c) to feel valued.
The customer in our fictional story got none of these. The experience he had was indifferent to negative, something that inevitably leads to the loss of a customer (and maybe more).
Unfortunately, this is a reality we often experience as customers. Companies take us for granted and often focus all their efforts on attracting new customers.
How many times have we entered a restaurant and waited 15 minutes for the waiter to even greet us? When was the last time an employee called us by name, even though we are regular customers? How many times have we complained at the gym about a broken machine, without being listened to? How many times have we had an average experience, with the company failing to show us that we matter to them?
So, if you want to stand out and create the foundations for an unforgettable experience, make sure to implement what customers want in practice: seen, heard, valued.
Related articles to read: Going Above and Beyond: A Birthday Surprise at the Cosmopolitan Hotel{alertInfo}