MIND THE GAP— WHAT TO DO WHEN CUSTOMER EXPECTATIONS AND REALITY COLLIDE
By Kate Zabriskie
“I don’t understand. Tis hotel has no restaurant, no concierge, and no valet. It’s not at all what I expected. Te place had no standards.” -Guest at a Roadside Motel
“I showed her the picture of Jennifer Aniston and asked for the same haircut. She cut my hair, but I still don’t look a thing like Jennifer Aniston. I’m not going back there.” -Client at a Salon
“We went to the National Park and didn’t see a single buffalo. Tey really need to do a better job scheduling the animals. I’m very disappointed.” -Guest at a National Park
Most of us know motels aren’t hotels, a haircut isn’t cosmetic surgery, and wild animals don’t follow a viewing schedule. So, how does the minority conclude otherwise? Te answers are endless: lack of information, misinformation, wishful thinking, etc.
Regardless of the source of the confusion, service providers must address the misalignment. Te easiest way to handle such issues is to avoid them. When that can’t happen, we must address them with calm, empathy, and willingness to educate.
Step One:
Be Clear About What You Have First-rate service providers are clear about what they have and don’t have. For instance, you have opulence if you work in a well-maintained historic hotel with old-world charm and a beautiful lobby. What you likely don’t have, however, is large bathrooms, soundproof walls, and other modern amenities. Pretending you are something you are not is the first step toward disaster.
Questions to Consider • Does this product or service last forever, or does it need to be replaced at some point?
• Do we provide a premium, mid-grade, or budget offering?
• Are our prices aligned with the experience?
Step Two: Provide Clear Product and Service
Descriptions Accuracy and transparency are the cornerstones of trustworthiness. As a service provider, strive to give clear, concise, and accurate descriptions to ensure customers’ expectations align with what you offer.
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Detailed Listings: Provide specific details about the product or service. For a hotel, this might include room sizes, available amenities, the age of the building, and any unique features.
Use High-Quality Visuals: Images and videos can provide a genuine sense of the product or service. Ensure that visuals accurately represent what customers will receive.
Highlight Unique Features: Emphasize what sets your offering apart. If it’s that old-world charm in a historic hotel, showcase it. Make it clear why it’s a selling point.
Address Potential Shortcomings: Be upfront about any limitations. For instance, if the hotel rooms have smaller bathrooms due to the building’s historic nature, mention it. Transparency can prevent future dissatisfaction.
Customer Reviews: Allow space for customers to leave reviews. Prospective customers often find real-world experiences valuable, and it adds an additional layer of transparency.
Frequently Asked Questions (FAQs): Include an FAQ section addressing common queries and concerns. Te extra information can help clarify any ambiguities about the product or service.
Questions to Consider: • Have we described the product or service using straightforward and jargon-free language?
• Do the visuals we’ve used align with the actual experience or product?
• Are there any features or limitations we’ve overlooked in our description?
If any of those suggestions scare you, go back to step one and get real about what you have.
TPI Turf News November/December 2023
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