What was your latest customer service slogan? "The customer is always right", "The customer comes first" or how about this one – "The Year of the Customer". I spoke recently at an event and that was the theme of the conference. Shouldn't every year be THE year of the customer?

Managers have read all the books (or at least bought the books). They have pledged faithfulness to the customer via slogans and speeches yet their service remains mediocre at best. So what's going on?

Most of the efforts create the right attitude yet no action seems to follow. Success comes from action not good intentions. The best go beyond talking about what they should do or what they are going to do, they simply do it. And it is that simple. Great customer service is not difficult.

It is about  delivering what you promise, being nice, creating systems so your people can deliver what is needed and doing lots of little things right…..see it is simple.

But here is the reality, I see three levels of service being delivered. Those three are rude, indifference and exceptional. Of those three, which do you mostly receive? Indifference is my vote. Here is one of my recent experiences with indifference. While renting a car, the customer service agent folded the rental contract, told me how to find the car and the space number and then said, "Thank you, sir". Wrong, since I am a "ma'am". Better yet, why not use, "Thank you, Ms. Ford". The misstatement indicated indifferent, robotic service.

Most organizations are very good at processing customers, very few excel at serving and satisfying them. I am talking about all team members not just those in "customer service". We get processed all the time. Go to the bank and think about the experience – you get what you want, you get what you need. However did anything occur that left you with a positive impression that would keep you loyal?

When is the last time you heard from your insurance agent just to check in and thank you for the last few years of prompt premium payments? I am still waiting for that call. So now it is time to think about the experience your customer has when dealing with your hotel. Do you process or serve? What happens when a phone call is answered, a guest approaches the front desk, the customer enters the hotel? Most hotels pride themselves on great service but I think all service needs improvement.

So what do customers want? I am sure the list could be quite extensive however here are my top four.

1. Customers want you to listen. Show them respect. Hear their unique needs (even though it sounds like the other 22 you have already heard today).
2. Customers want you to show you know them, personally and individually.
3. Customers want you to pay attention to the details. Use their name, call back when promised, choose your language carefully and create an experience because you are passionate about customer service!
4. Customers want you to remember it is their time and money. You are not doing them a favor. They are doing you one – don't forget it.

As you know the key is having the right team members excited about delivering great service. The staff is the front line of your hotel so they must be engaged. To make this happen, assign one of the leaders of the department as the champion of service. Everyone needs to "own" the service efforts in their department. Here are the processes the champion needs to own: 

• Hire smart to start
• Train according to your service standards
• Reward great acts of service
• Empower team members to do the right thing on behalf of the guest
• Talk about service at team meetings

The best hotels are constantly looking at how to improve their service.

Become a student of the companies who are getting it right – call GoDaddy.com and be amazed at the personalized, enthusiastic service and did I mention all that done by a real, live person who answers the phone. Find a colleague insured by USAA and ask about their service experiences. Take a field trip to a Four Seasons Hotel and be ready to take notes. The key is execution. You know most of this stuff. It is time to do it.

Exceptional service that leads to satisfaction is required to create loyal customers. Everyone is talking about creating a great customer experience. Take a look at your hotel and think how you are going beyond talking about memorable service to actually delivering it.  The best ones get it by simply doing what it takes to create loyal customers. Customer service is NOT enough, customer satisfaction is the goal.

Lisa Ford, Ford Group, Inc. www.lisaford.com   770.394.4860