How Often Are You Told What You Want?

The cartoon above is an absolute favourite of mine from the cartoonist/creative genius, Hugh MacLeod. Take a look at his artwork and musings on the website: Gaping Void

How Often Are You TOLD What You Want?

As a customer, how often are you told, rather than asked, what you want or need? It’s not something that you ask yourself very often; however, if you think about it, we are told what we want every day.

Microsoft tries to insist that we need auto correct. Record shop chains tell us that we want to buy the top 40 hits; hits which are decided upon by twelve to fifteen year olds. Would you let a twelve year old decide what you watch on television or what clothes to wear? And every day, in hotels around the world, guests are being told that they want breakfast included or that they want a complimentary drink in the hotel bar.

Do these companies ever stop to question whether they are giving their customers what they truly want?

I read an article on ehotelier.com today about this subject. Yeoh Siew Hoon’s article discusses the idea that hotels shouldn’t offer a free breakfast and assume that this adds value to the guest’s stay; in fact, the free breakfast may actually cause more frustration than satisfaction. A better idea would be to offer guests a choice; do they want a free breakfast in the morning or would they prefer free internet access.

I’ve experiences many similar situations in hotels around the world. The constantly irritating example is when inedible food is placed in front of you; a smiling waitress delivers a freezing cold burger surrounded by a centimeter of oil and burnt fries. You politely explain that you will not accept it, and the response you receive is, “I will exchange it for you.” A complaining customer hates to be TOLD what will happen in response to their complaint; they want to be in control.

Customer service staff need to be trained to ask the right questions and then offer the customer choices. “I’m sorry, sir. Do you have time to wait for a replacement?” Followed by, “Thank you, sir; and would you like us to remake the same dish or would you prefer to change your order?”

They shouldn’t be saying, “I’ll bring you a free drink with your meal, I’m sorry for the wait.” They should be asking whether the guest would like a free drink or a free dessert. When a customer is given options they are far more likely to leave satisfied with the result.

I agree with Steve Jobs, who said, “You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” However, you can, and SHOULD, give your customers choices.

The concept is the same if you are providing a booking system to hotels, motels, or guest houses...

Don’t tell the customer what they want… Ask them!

Obviously, full customization has to come with a price tag, but offering simple choices in date layout, taxation standards, and room names or numbers is a simple and effective way to give the client what they actually want rather than what you think they .need

Ask yourself this: when did you last ask a client what they needed? If you can’t remember, do it today.

Thanks for reading,

Emma

If you have any questions or comments regarding corporate training for hotels or hotel booking systems for small to medium sized hotels, motels, and guest houses, please leave your comments here or email me on eharradine@hotmail.co.uk