Guerilla Marketing Attack: Quality Service is a Customer Magnet | TravelResearchOnline

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Guerilla Marketing Attack: Quality Service is a Customer Magnet

“One of the best things about today’s customers is their appreciation of top-notch service. They see it when it is there, and they tend to patronize businesses that consistently offer it.”

Guerilla Marketing Attack by Jay Conrad Levinson, page 149

My wife and I were recently having dinner at a hotel restaurant in Reno, NV. By my definition it was just another hotel and just another hotel restaurant. It was time to eat and the convenience of this eatery took precedent over hunting for the perfect culinary experience in Reno.

That is when Casey appeared on the scene and began to perform his subtle magic. What he did exactly is not the point of today’s insertion. The fact that we both took immediate notice to what he did and, more importantly, appreciated the way he did it is the point.

Click on the book to grab your own copy of "Guerrilla Marketing Attack"

Click on the book to grab your own copy of “Guerrilla Marketing Attack”

The sad thing is that he probably did not do anything super human. He probably greeted us with a smile and looked like he was enjoying what he was doing. It really does not take much for people to notice.  He probably followed our lead and contributed a personal background story when asked to do so, and not before. He probably had his finger on the pulse and simply played harmony to our tune. He was good.

And, here comes the rest of the story: My wife insisted not only to return to that very same restaurant for the next three evening meals, but we purposely requested the corner of the joint that Casey patrolling. (And that is how that works.)

Everybody spews the word “service” and is quick to couple it with the word “customer.” But the truth is that as logical and beneficial as it is, customer service is seldom experienced to the level that drives people back again and again and again.

Could it be because of the pay scale? Could it because people (servers) have become lazy and jaded? Could it be that arrogant customers have beaten the service industry into submission?

If Peter Drucker was correct when he suggested that the sole purpose of business is to create customers, then why is it so hard for us to honor the hand that feeds us?

Here is the long and short of it: Good service is not enough to guarantee that your customers will come back for more. Poor service will virtually insure that your time in this or any other industry will be short lived. The choice is yours. Choose wisely.


Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

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