the guest experience and differentiate a property . Gold-touch customer service is a simple practice that can quickly elevate how customers think of a business and it comes in two varieties :
• Do-extra : When you give a customer more effort than they ’ ve asked for or would reasonably expect .
• Tell-extra : When you provide customers with additional value by answering questions in a particularly thorough way or by connecting with customers on a human , shared passion level . Often , the best kind of tell-extra is when you make use of a particular tidbit of information that you ’ ve picked up about a particular customer . The secret to finding these nuggets : listen with your ears , look with your eyes . It ’ s not that hard !
➌ Anticipatory customer service . This means getting to where the hockey puck is headed before the puck gets there . It ’ s about giving the customer what they want before they ask for it , before they even know they want it , even if they never get around to asking for it . Anticipatory customer service involves hearing more than what a customer says out loud . Uncovering and taking care of unspoken needs and wishes and answering unasked questions is a master principle of hospitality that will bring any company that embraces it into a new reality ; a destination populated with delighted customers who provide the kind of loyalty and enthusiastic referrals that help a company grow and prosper for the long term .
➍ Language selection . The language that employees use with customers can strengthen ( or sabotage ) the customer experience , perhaps more than anything else . I recommend creating a “ Say This , Not That ” guide or lexicon , which outlines effective phrases alongside those to avoid . For example , replace dismissive language with empathetic alternatives that reassure and connect with guests .
➎ Service recovery . Though most companies have a service recovery protocol for unhappy , angry or even anxious guests , elevating this practice to a mastery level is key . Employees trained to address unhappy or anxious guests effectively can leverage the service recovery paradox , which states that a customer who has a problem resolved is more likely to become a loyal and engaged customer than one who experiences no issues at all .
MIX AND MATCH When implementing a customer service training initiative , consider a mix of delivery methods :
➊ Live training , whether in person or via Zoom . Live training is the classic delivery channel . It can be used exclusively , or in concert with eLearning , if the approach is structured properly . Live training should also be customized and unique .
➋ eLearning . Consider the value of building a custom eLearning customer service training program . ELearning , if done right , offers the opportunity for asynchronous learning that doesn ’ t require everyone to train in the same place and at the same time and that keeps paying for itself as new employees come onboard . Your business isn ’ t generic ; your customer service shouldn ’ t be either . By combining thoughtful employee training methods with a brand-aligned customer service philosophy , earning guest loyalty could not be easier .
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