The easiest and least expensive thing to do, in order to attract tourists, is for merchants to be friendly and inviting. The merchants must understand that the customer is the most important thing that his or her business possesses. Likewise, the merchant must do everything possible to make his or her store clean and attractive to the potential customer.
Customer service is one of the most important ingredients of the marketing mix for products and services, and, it doesn’t cost anything! Tourists are not only interested in the product they are being offered but all the additional elements of service that make up the whole tourism experience. From the greeting they receive when they enter a retail outlet, to the help they receive when they have a question, to the overall cleanliness and appearance of the store.
By not addressing customer service, the shop owner may as well be saying “This place would run a lot smoother without any customers.” This is so important that no retail operator can afford not do dedicate a huge amount of time and energy into making sure it’s done right.
Typically, those businesses that provide poor customer service are owned or managed by someone who either has no clue as to the extent of damage that this causes or does not care. Either way, this practice is not only detrimental to the individual business, but to the entire tourism program as well. Poor customer service is like a cancer. It will grow and spread if not corrected at an early stage.
If a restauranteur had an employee who consistently took fully prepared meals and threw them in the trash, for no apparent reason, that employee would surely be fired. Employees who do not provide good customer service are throwing away an opportunity to build a customer base. And, the customer is the most important thing that a business has. Supplies can be ordered and purchased. A customer base must be nurtured and grown. Why drive them away?
Front line workers, doormen, cab drivers, front counter people, clerks, bartenders, waiters, gas station operators, etc should all be ambassadors for the community. They should be able to tell visitors about cool things to do and see in the area.
“It’s not part of my job,” the clerk may say. It should become part of the job. There is absolutely no excuse to miss this opportunity.
(next: Easy Access)
No comments:
Post a Comment