Loyalty. A central ingredient in every single relationship we have, especially our relationships with our customers. Customer loyalty is critical in any business and is crucial in measuring how well your business is doing. If people keep coming back to your hotel or restaurant, this is an excellent indicator that your company is doing well in one way or another. But how do you gain customer loyalty from as many customers as possible?
First, we must establish our goals. The primary objective in hospitality is not just to gain customer loyalty but also to establish a relationship with each customer. Establishing relationships is the first and best way you can develop loyal customers. If people know you, and
you know them, they will keep coming back. Initiating a relationship with customers is not always easy, but through these tips, the goal of establishing connections in customer service becomes much more attainable.
Having exceptional customer service is the first step in establishing loyal customers and a critical component of a successful company in the hospitality industry. I have covered tips for having excellent customer service in past blog posts (link blog), which are a great starting point in establishing a base of loyal customers.
Next, make sure you keep communication very open between you and your customer and previous customers. Continuously reach out to see what you can do better and implement any recommendations they may have. Always ask for feedback and listen. If a customer does or does not return, ask why. See what you can improve upon and continue doing what you are doing well.
Communicate your values with customers. What makes your company unique? Why should people choose your hotel versus others? Ensure that you communicate these values and goals in your marketing strategy to ensure the customer knows what you stand for. Start or improve upon your loyalties program. In your loyalty program, make sure you incorporate both old and new customers. Have both long-term and short-term perks such as discounts and other rewards for dining or staying at your location. Even if this is as simple as offering a bottle of champagne upon arrival to a returning guest- doing something to acknowledge that their loyalty in coming back will make the customer feel appreciated and more likely to come back again!
Connect more profoundly with your customers. Try to find out who your customers are and let them know who you are. Maybe send Christmas or birthday cards to loyal customers with a holiday reward. Do whatever you can to establish a customer relationship beyond their one-time stay with you. In doing this, make sure you are storing customer data! It is hard to keep up with the hundreds and thousands of customers you may see month to month, so log these things about your customers, so you and other members of your business can remember who each
customer is.
Engage with customers on social media, especially if they post tagging your company in the photo or location. Whether they have one hundred or one million followers, they provide free marketing by posting at your hotel or restaurant and then tagging you in the location or photo. The least you can do is like and engage in their post!
