p32 Jenny July3 30/6/09 13:46 Page 32
knowledge
ttglive.com
Jenny Ley-Meek “When someone
has a bad experience they tell the
world about it. If they have a good
one, they are considerably less vocal”
T
hey say when someone has a bad We might give them a ring to see how they
experience they tell the world and enjoyed their trip, or send out “Welcome
his dog about it. Yet when they Home” cards encouraging them to call and
have a good one, they are share their experience with us, or to bear us
considerably less vocal. in mind when preparing future trips.
Well not this month. If customers are impressed with
We have seen more referral business their experiences they will
than ever before, from family, happily become spokespeople
friends and neighbours of for our brands.
customers, asking if we can One client, for exam-
help book their holiday too. ple, told us that after
There is nothing better than discussing the great
knowing our customers are deal we had found for
spreading the word about our her with a group of peo-
products and service. The power ple around a Majorcan
of the word-of-mouth phenomenon swimming pool, she was
is sometimes underestimated and asked to photocopy our
not taken advantage of. company details at the local
Producing fancy brochures, mail-shots supermarket and give each of the
and local media advertising all needs to be group members a copy. Straight off
paid for if we want to get our message in the back of this recommendation we have
front of customers. But even if they see it had two bookings from complete strangers
and it resonates with them, most people on their return from that holiday. Better
still ask other trusted people’s opinions and still, this marketing has not cost us a penny.
rely on the endorsement of close family and At a time when advertising budgets to
friends before booking. attract new clients are being cut, now
This recommendation often has a huge more than ever we need to invest in our
influence on where and with whom they customers to help bring in business.
book their next holiday. It is imperative
therefore that we focus on creating a
“wow” first impression so we are
remembered. It can be a warm, smiley,
sincere and respectful service or an
outstanding product knowledge. But
the attention needs to continue until
well after customers return home, to
demonstrate we actually care that they Jenny Ley-Meek works for homeworking
have had a good time. company Superior Travel
32 03.07.2009
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