Harry Beckwith author of "Selling the Invisible" says it best, "First
before you write an ad, rent a list, dash off a press release - fix your
service".
Careful research and analysis I've done over the years, of many of my
adventure travel clients around the globe, led to the creation of the following
nine principles. They are the foundation of customer service for our outdoor
industry. Think about how your guests experience your operation. Focus on
improving these principles and never compromise them.
The Nine Principles of Customer Service
for the Outdoor
Education & Adventure Travel Industry™
1) Be a Good Listener - First and
foremost, listen to their concerns, complaints, as well as their praise.
Discover what it is they want. Your guests are your best source of information
in assessing your services and performance. Help them qualify themselves before
signing up. Make sure they understand the rigors, responsibilities, dangers and
level of exertion.
2) Exceed Expectations - Under
promise and over deliver on a consistent basis with exception service. Blow 'em
away with the unexpected. This is what they'll remember and tell their friends
about.
3) Practice Safety - Guests want
to know the activities they are about to do or surroundings they are in, are
safe and their welfare is always being monitored. They will feel more at ease
during real or perceived risks if they have been educated about their new
activity or environment in advance. Advise on plant, animal and natural
resource cautions. Let them know that there is generally nothing to worry about
if they respect the environment and heed your advice. Brief guests on your
safety procedures for any excursions without staff away from home
base.
4) Provide Great Food - Guests
must eat well, never be hungry and have adequate water and drinks. Fresh food
with ample portions served at a scheduled time can make any adventure more
memorable and satisfying. Whenever possible, serve appetizers, happy hour eats
and beverages.
5) Everyone Needs Sleep - Guest
need and want comfortable and peaceful sleep. Make sure everyone is comfortable
with their bedding. Cater to individual needs (snoring, light sleeper, frequent
bathroom needs) by offering single accommodations, charging an extra cost is
OK. Provide easy access to bathroom with safety procedures for night time use.
Separate late evening social areas from sleep areas by distance and/or trees or
a hill. Handout earplugs if necessary.
6) Think Comfort - Provide
American standards when possible. Here's a chance to over deliver! Bathroom
breaks and bathing are important on a regular basis. Give people every
opportunity for comfort: hammocks, beach chair, portable toilets, etc. Make
sure everyone has adequate water, appropriate clothing and footwear.
7) Be Sensitive to Capabilities -
Never exceed physical or mental capacities of guests. Always ask group and
individuals if they are comfortable with activity and exertion level before and
during activity. Be sensitive to the slowest as well as strongest in group.
Split the group into 2 smaller groups is a good answer. Rest as needed.
8) Be Fun - That's what our
guests are paying money. Be friendly, helpful, courteous, and fun! Make sure
your staff is there for the guests and not for themselves first. Good story
tellers, jokesters and musicians can separate your staff and company from
others companies. Be sensitive with humor and families with kids. If you cater
to kids, employ staff that loves kids. Guest sometimes need encouragement or
guidance to try an activity. You are the guide and activity director combined.
Communicate activities or mini-class in advance so guests know what and when
activities are happening.
9) Provide Information - An
informed guest is safer, more relaxed and has more fun. Our guests are educated
and want to learn about their new environment. Assume guest know little or
nothing about their surroundings. Look for opportunities to provide a minimum
of three details about each type of surrounding element during any outing. For
example: names and information of plants, animals and habitats, birds, trees,
rocks, geological formations fish, marine mammals and shells. Information on
local culture, economy, and history too. The more we can share, the more value
we are providing our guests.
Like business I know and have worked with, you too will experience
more repeat clients and referrals by applying these little details of great
customer service. Your business, in time will prosper like never
before!
Tim Warren is business coach and project manager specializing in
marketing, sales, publicity and management for the adventure travel and outdoor
education industry. Tim creates promotions that makes your phone ring and
increase profits.
