News for the Hospitality Executive
Guest Complaints Are Just Feedback by Kevin Stirtz
complaints. The term is enough to make our hearts pump and our
blood pressure jump. We hate dealing with them. We hate even knowing
about them. A complaint means someone in our company has made a mess
and we need to mop it
up. And it means we have a angry customer to placate.
companies customer complaints are shunned, ignored or marginalized.
This is too bad. It's like dumping money in a river and watching it
float away. Because customer complaints are one of the most valuable
assets an organization has.
Complaints are better than gold. They offer you the opportunity to
increase customer loyalty. Customers who are impressed with your
response to a complaint are more likely to be loyal. They'll buy more
and tell others how wonderful you are.
Complaints offer you valuable information to improve your business. A
complaint is a customer telling you what they want. This is critical if
you are going to attract and keep loyal customers. Many companies never
bother asking what their customers want. Others pay for surveys and
research. But complaints are free. And they come directly from your
customers so they're accurate.
Start seeing complaints for what they are: feedback. Encourage your
customers to give you feedback. Reward your employees for acquiring it.
Then do something with it. Make it available to all your employees.
Talk about it. Analyze it. If you're unclear
what it means ask your customers for more details.
Make it easy and convenient for your customers to give you feedback.
Thank them for it. Let them know what you do with it. Make it clear
that you value and expect feedback.
Do this and you'll never have another complaint. Instead you'll have a
never-ending flow of priceless information to improve your business.
About the Author
Kevin Stirtz is the "Amazing Service Guy". He helps companies increase
revenue and profits by improving customer service. Get a copy of his
latest book: "More Loyal Customers" at www.AmazingServiceGuy.com.
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Founded in 2002 by
experienced industry executives, Guest Check is a
privately held company based just outside Denver, Colorado. Focusing on
high end resorts and hotels worldwide, the company provides onsite
inspection services to many of the world’s leading properties. Clients
retain Guest Check to help them ensure quality of
delivered services and facilities, to achieve or retain AAA or Mobil
ratings and to assist in staff development using guest service
feedback. For more information about the company, www.theguestcheck.com
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