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I Want Loyalty! |
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By Bill Fitzpatrick
As smart as you are, I know that you aren�t falling for that old 1980s trap where companies foolishly thought that by focusing on �customer satisfaction,� customers would appreciate the good service so much they wouldn�t shop anywhere else. Dear Mr. or Ms. Hampton Inn CEO: You don�t really know me, but back in 1996 when the Hampton Inn manager
in Greenville, Miss., asked me if I would like coffee in the morning, and
at what time would I like coffee in the morning, and that he was asking
because some guests liked their coffee delivered right to their room at
no charge � wow, was I impressed. Though I know you have an important
job running thousands of these Hampton Inns and probably don�t have time
for too many of my personal details, I want to tell you that I didn�t have
such a hot sales day that day. �Don�t want to buy no fancy point-of-sale
system,� the food and beverage manager told me later that morning at the
riverboat casino I had called on. Then he added, �Hell, over half the people
who want to work here can�t neither read nor write.�
Well, the way I figure it, many companies attempt to separate themselves from the pack by offering free meals, free plane tickets and free room nights for frequent customers, and all of that is well and good, but now that I have 10 cards in my wallet, I want to scream �what next?� I say they better study the Kano Model. The Kano Model, which is named for a Japanese quality expert, recognizes that customers experience value at three dimensions � the basic, the expected and the unanticipated. Unanticipated value is delivered when companies provide well above and beyond what the customer expects. Only in operating in the unanticipated realm, so the Kano Model goes, can strong levels of customer loyalty be built. And that�s the whole point to my letter. Be careful what you do with CRM, won�t you? I know companies jump
into CRM like it�s a one-time project. Well, it�s not. This
whole idea takes a company effort to pull-off. Lawrence A. Crosby
and Sheree L. Johnson, writing for the American Marketing Association�s
Marketing Management, put it as follows:
I suppose some day, by using my customer number and collecting my preferences,
you will figure a way to turn on ESPN when my key hits the lock, my wake-up
call will be from Enya instead of a computer voice, my in-room coffee will
be Seattle�s Best, and instructions to the nearest Irish pub will be folded
in the morning sports section. But we all know that it will be just
a matter of time before your competition has all of that, too.
I do have one last favor to ask, and it�s kind of embarrassing. If you would, please see to it that the enclosed check for $79.63 gets credited to the Hampton Inn in Fort Smith, Ark. Just once, I decided to test the �your satisfaction is always 100 percent guaranteed� line, even though I wasn�t really peeved, and it worked. Every employee with your company says that line with such conviction, and at every opportunity they can, that I just had to put the policy to the test. But when I started having sleepless nights, particularly when I was
staying in Hampton Inns, I dashed to confession. When Father Ralph
said, �no, it wasn�t enough to simply repent, you must send the money back,�
I thought it best to follow his advice. As soon as you cash this
check I�m sure I�ll start having blissful sleep and pleasant dreams.
Bill
Fitzpatrick is the national sales manager for Spartan Computer Services
and can be reached at (800) 866-3352 or [email protected].
© 2001 Hospitality Upgrade. No reproduction or transmission without written permission. |
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Associate Editor Hospitality Upgrade magazine and the Hospitality Upgrade.com website http://www.hospitalityupgrade.com [email protected] |
Also See: | Full Circle from Centralized to ASP - The Resurrection of Old Themes and a Payment Solution / Gary Eng / Hospitality Upgrade Magazine / Summer 2001 |
Technology Dilemmas: What have IT investments done for you lately? / Elizabeth Lauer / Hospitality Upgrade Magazine / Summer 2001 | |
The Hacker Hotel - High-speed to Insecure Networks / Seth Leonard and Dan Phillips / Hospitality Upgrade Magazine / Summer 2001 | |
Choosing a Reservation Representation Company / John Burns / Hospitality Upgrade Magazine / Spring 2001 | |
The Rise and Fall of hsupply.com / Lessons Learned: Life after a Dot-bomb / Mark Haley / Hospitality Upgrade Magazine / Spring 2001 | |
Your Bartender is Jessie James and He Needs to Pay for College / Beverly McCay / Hospitality Upgrade Magazine / Fall 2000 | |
Understanding and Maximizing a Hotel�s Electronic Distribution Options / by John Burns / Hospitality Upgrade Magazine / Fall 2000 | |
The Future of Electronic Payments - From Paper to Plastic and Beyond / J. David Oder / Hospitality Upgrade Magazine / Summer 2000 | |
Timeshare Technology Steps Up / by Elizabeth Lauer / Hospitality Upgrade Magazine / July 2000 | |
Biometric Payment: The New Age of Currency / by Geneva Rinehart / Hospitality Upgrade Magazine / Mar 2000 |