Winning
Customers on the Front Line
I have recently
made three phone calls to hospitality businesses and my experience
has prompted me to pen this article. How can
I phone a top-notch hotel and before I have a chance to explain
my needs, be whisked off to a machine that plays me some music
and then cuts off the line…not once but twice!
How can it
be that another established London venue answers my call with
an operator message that says, “the caller knows
you are waiting” and then after 30 seconds asks me to call
back later? Haven’t they heard of a phone messaging service?
Why should I call them back? I am the customer – don’t
they need my business?
My third call, and the icing on the cake, is one of 55 mystery-shopping
calls I am making on behalf of Conference Kent. It is to a tourist
attraction that passes me around their team and then merely demands
date, numbers and timings of my event before quoting prices. This
final soulless experience culminates in offering to place a brochure
in the post and the person showing no interest in the importance
of my conference or myself as a potential customer. The call is
passionless and just a transaction to the venue. My heart is heavy
as I put the phone down.
These tales are everyday occurrences for potential hirers dealing
with venues. Since leaving NatWest Bank as Head of their Special
Events, I have made it my business to understand the venue and
catering market in London. My business requires me to make hundreds
of calls to venues every month.
Every week a new venue comes to the market. In the present trading
conditions and with such intense competition amongst venues, it
seems crazy to me that simple customer handling techniques are
not given the priority they deserve. First impressions really do
count.
A great example of how a venue team works together is at the Tower
of London. A call to the events team to book a visit is professionally
handled. My show round starts at the visitor gate where a Beefeater
in ceremonial dress is already prepared with my visitor badge in
hand and I am directed to the offices of the events team. Along
the way I check my route through the grounds with more Beefeaters.
They are so helpful!
By the time I reach Rosemary Ridyard and Sam Melton I am in a
good frame of mind and already the staff from the venue are making
me feel confident that my event will go smoothly. Charlotte from
listed caterers Create Food and Party Design lends her experience
to the meeting. I firmly believe that every single person plays
his or her part in ensuring that a potential hirer selects the
venue. I feel relaxed and in good hands.
In a survey
undertaken in 2003, I asked 300 London venues to tell me about
the challenges they face. Their overwhelming feedback
was that they needed guidance with “how to market and sell
their space”. Taking part in training courses is one way
to make sure this happens.
In a buyers
market, all of us can help to raise standards and walk with our
telephone fingers to the next suitable venue. So,
come on venues – get your act together and wake up to the
21st Century. I want to talk with knowledgeable, helpful and professional
venue staff. It is they who deserve my business. Have you checked
your own front line lately? You might have a surprise in store!
Steve Austin offers training for venues. Email S.R.Austin@btinternet.com or visit www.tourismtraining.info/steveaustin.htm
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