How to Lose a Customer Without Even Trying

How to Lose A Customer Without Even Trying?

What is truly important to your customers??Do you even know??Most companies ask for feedback in various forms and then pontificate in the boardroom for hours to provide great customer service.?Then they blow it.

I spent a little over 20 years in the hospitality industry, starting on the front desk for a small family-owned chain in Texas and climbing the ladder to the executive level of an international brand.?A large part of that time I spent with one of the most well-known hotel companies in the world (I’ll keep that to myself…you will soon understand why).

In 2004, I left the hotel business to pursue my dreams in the ranks of the self-employed, working as a speaker in the convention market as well as coaching managers on leadership skills. I transitioned from hotelier to hotel guest, checking in and out between 85 and 100 times each year.

The hotel chain I had worked for was my first choice.?We will call them Hotel A and I was happy with them. Afterall, I knew the company, had stock and was familiar with the “landscape”.

One day, Hotel A was not in a convenient location, so I tried Hotel B (their chief competitor).?Things were a little different, but I liked it fine, so from time to time I would use Hotel B.?

Eventually I found myself at the top tier of both of their rewards programs.?That is when I really noticed the difference. When you become a “road warrior”, what is important to you changes. While Hotel B showered me with “feel good” benefits, Hotel A treated me about the same as they always had.?Not bad, just the same…as everyone else.

Then, one day, I switched. Interestingly, what motivated me to move my loyalty to Hotel B was a series of very small things; preferred parking for my status, complimentary bottled water throughout my stay and flexibility in the restaurant (i.e., cook to order).?Hotel B was showering me with little perks while Hotel A was forcing me to conform to their process while nickel and diming me to death.

It’s important to realize that all your customers do not have the same needs or expectations.?It is your responsibility to recognize the differences and accommodate them accordingly.

If you are in the automotive business, your fleet customers do not have the same wants as individual car buyers.??Realtors work differently with investment groups than they do with individual home buyers. Knowing what your customer wants, and what they get from your competitors, will pay off in spades.?In my case, Hotel A lost about 50 room nights per year.?