Publisher’s Note: Dr. Rick Franza and his wife hiked Danali, visited sea lions, “held up” the Alaska pipeline, and spent a lot of time as customers mostly focused on the hospitality sector. Here are Rick’s lessons learned from his 17-day trip to the Northwest, starting with his daughter’s wedding in Seattle and concluding with an escorted tour of five cities in Alaska BELOW.
We spent much of our time as customers of service businesses, often focused on the hospitality sector (e.g., guest stays, food, drink, entertainment, fun). Such a trip provided plenty of opportunities to observe such businesses and share with you the lessons I learned that you could apply to the company you work with or own.
- Lesson #1: “The Three C’s”: Communication, Coordination, and Collaboration
Outstanding service delivery and execution depend upon strong communication, tight coordination, and harmonious collaboration, not only within the service provider team, but also with the customer and any external partners. This lesson was keenly demonstrated by the venue where we chose to have the wedding and the company that provided our escorted tour of Alaska.
Our daughter’s wedding was held at a winery outside of Seattle. She was concerned whether things would come off as she had hoped. Everything went perfectly, thanks to the venue’s wedding coordinator, Joe. In addition to working for the venue, Joe runs his own wedding planning company, “Mr. Weddings,” and his experience was evident in the days leading up to, and the day of the wedding. Joe maintained clear and constant communication with the wedding party and families. We always knew where we needed to be and when. It was clear that Joe also maintained strong communication, coordination, and collaboration with his internal team (e.g., servers, bartenders, set-up personnel) and external vendors (e.g., photographer, deejay, florist), such that everything was where it needed to be when it needed to be there. “Mr. Weddings” clearly showed us how the Three C’s leads to flawless service delivery and execution.
We had a similar experience with our “tour manager,” Mary, who escorted us on a trip through Alaska. She did a tremendous job of communicating with the 40 of us on the tour in terms of where to be and when to be there. Her internal team was small- her and the motorcoach driver- but they were always on the same page, getting us where we needed to be, on time, with no anxiety. She also did a great job communicating, coordinating, and collaborating with the various hotels we stayed at along the way and the excursion operators at our many stops.
Joe and Mary were outstanding examples of superior practitioners of the “Three C’s.” Thanks to their communication, coordination, and collaboration skills, our wedding and trip were executed to perfection.
- Lesson #2: Personalization, Connection, and Engagement
When I discuss with my students at Augusta University the differences between physical goods and services, I stress that while goods are consumed, services are experienced. This is particularly true in the realm of hospitality, where everything revolves around the customer experience. In our trips to Seattle and Alaska, it quickly became clear that the customer experience was always more positive when the service/hospitality provider did its best to provide its customers personalized service involving significant engagement that created a connection beyond the basic service task.
“Mr. Weddings” was again a star in these attributes of service. Nothing seemed forced with him. Whether it was the Gen Z members of the bridal party or the “Boomer” parents of the bride and groom, Joe knew how to connect with all generations. In addition, rather than “doing it like we always do it,” he was often gathering input to make the ceremony special and distinctive for the bride and groom. While you might expect these attributes for a wedding, it is more pleasantly surprising to find such connection, engagement, and personalization when on a trip with many others. However, throughout Alaska, whether it was a hike in Denali National Park or a cruise to the glaciers of Prince William Sound, those involved engaged us and connected with us in a way to make the experience unforgettable. For all service businesses, the more you can connect and engage your clientele, the more likely for them to have a positive experience and return.
Lesson #3: Balancing Availability and Invisibility (Anticipation and Guest Awareness)
The final major lesson that I learned on my vacation was again first seen at the wedding and then demonstrated throughout our trip in Alaska. It was the ability of the service providers to be available when needed, but to blend in or disappear when not needed. At the wedding, Joe’s team was impeccable at being around when service was needed but were out of the way and allowed the guests to enjoy themselves at other times. In Alaska, whether it was our tour manager or personnel at hotels, restaurants, or excursions, the most enjoyable experiences were those in which the people providing the service anticipated or understood when we needed assistance and when we preferred to be left alone. No matter what service you provide, understanding your customer and determining when you are needed and when they want to be left alone will enhance your reviews and engender customer loyalty.
I learned much on this year’s summer vacation, and I hope I was able to convey much of the learning in a way that will help your business. The key to success in the service industry is to build a customer base that is happy and loyal. By remembering the Three C’s, connecting and personally engaging with your clientele, and mastering the ability to balance availability and invisibility, your service business in the CSRA will flourish.
