This post was originally written in December of 2013, but was unintentionally not posted online. I was sharing my thoughts on my return flight from Orlando and the IAAPA Attractions Expo, the last and largest of my company’s fall trade shows. I took that opportunity to pause and reflect upon my recent experiences … and how they can be applied to your business.
Out of the fall events, the Pennsylvania Campground Owners Association convention and trade show was held at the Nemacolin Woodlands Resort, a first class operation in the Laurel Highlands of Southeastern Pennsylvania. From a business marketing perspective, there is much to be learned from these conventions, and much of that knowledge may be gained by observing the operations and management of the host facilities. We are all working within the broader tourism and outdoor recreation industries – where customer service is the key component of our businesses, but many of us tend to learn only from our peers, in this case fellow campground owners.
I have always been a firm believer that campground owners can learn a great deal from the operators of cruise lines, airlines, theme parks, and resorts like Nemacolin. The things that these businesses do to satisfy their customers – or the things that they do to alienate and annoy their customers – easily translate to the family camping industry. Regardless of your particular business, your customers want to be treated with respect and to be provided with exceptional service.
We are all human, and mistakes are inevitably made. One of our goals should be to minimize those mistakes, whether made directly ourselves or by one of our staff members. When a mistake has been made, damage control is time-critical.
Nemacolin Woodlands Resort
At the PCOA Convention, a mistake was made by the kitchen staff of Nemacolin Woodlands Resort. One of the meal functions was a pasta buffet and, almost incomprehensibly, the facility ran out of pasta before everyone had been served. In fact, they ran out of pasta before perhaps half of the people in the dining room had been served. The situation made the resort look bad and made its guests unhappy – regardless of the quality of their prior experience. The barometer had suddenly changed.
Here is where there are lessons to be learned. A mistake had been made, and it was impossible for it to be unmade; however, the immediacy and the extent of the management response saved the day, maintained the reputation of the resort, and prevented PCOA from looking bad by association.
As soon as it had been confirmed that it was impossible to prepare additional servings of food for this many people in a timely manner, the cash bar became an open bar. This response in itself probably satisfied many of the inconvenienced guests, but management took a further step to insure everyone’s satisfaction. In the trade show hall the following morning, a member of the resort’s management staff took to the microphone to personally apologize for what should not have occurred the evening before. He then directed anyone who had been inconvenienced to see one of the several staff members at his side for a certificate that could be redeemed for a free night’s stay over the course of the following year. Each of these vouchers had a potential value of as much as $489.00. The resort had recovered from an awkward and embarrassing situation, and any lingering dissatisfaction from the previous night had been totally reversed in grand style.
What can your campground learn from this management response?
If someone complains that your restrooms are less than spotless, if a family’s sleep was interrupted by noise from an adjoining site, if a scheduled performer cancels out at the last minute, what is your response? If your response is simply that “stuff happens”, or if you assign the blame to somebody else, you are failing to provide exemplary service. We are all willing – perhaps even anxious – to pardon mistakes, but few people are willing to tolerate a business that demonstrates that it does not care.
Going back to the restroom example, do you ever profile a guest as a “complainer” and dismiss his concerns? Worse yet, do you ever take the attitude that everything is fine because 95% of your guests are content with the status quo? If a guest tells you that your restroom facilities require attention, it is time for you to drop what you are doing and personally look into the issue. Ask the guess to show you the problem that you might have been missing all along but that is capable of creating an indelible impression upon a new set of eyes. Empathize with your guest, apologize if necessary, then take immediate measure to rectify the situation. Your guest will no longer be displeased.
Particularly given the power and the persuasiveness of the social media and online review sites, you cannot simply hope that time heals all wounds. The fact is that time actually compounds those wounds. A lack of response – or an inadequate response – has the capability of harming your business both immeasurably and indefinitely. Think of yourself as the guest – and how you would expect to be treated under the circumstances. When mistakes are inevitably made, go out of your way to overcompensate as rapidly as possible. Never wait for a complaint to be aired online before responding. Worse yet, never assume that most of your guests are content and that you can simply pretend that nothing bad ever happened. The guests who have been left unhappy will have a bitter taste for your business. If they happen to have been first-time campers, you may have just poisoned them toward the entire camping experience. The weight of an industry is on your shoulders. Do your business and the industry a favor by treating your guests with respect. Respect is contagious, and the world will be a happier place.
This post was written by Peter Pelland