Adam Hamadache's presentation from The National Coastal Tourism Academy's event, 'One Year On'

1. How to
WOW CUSTOMERS
and be
MORE ENGAGING
to grow your
tourism business

4. • This changes EVERYTHING
• What is a WOW?
• Why Following Industry Norms is a bit daft
• The most important element of wowing
• Marketing that engages
• Opportunities for Bournemouth
• Summary
What we’ll cover...

5. My Job Today
Give You Ideas
Your Job Today
Think How They Apply To
Your Business

7. It’s NEVER been easier
…to make informed decisions
about your tourism business
…to buy your services

8. The Stats
believe customer service
has stayed the same or
deteriorated
Cognito 2013
66
%
81
%
would be willing to spend
more to get superior
customer service
Oracle 2013

10. An unexpected,
personal gesture that
demonstrates
appreciation of
custom

11. The Industry Norm
Nothing
What You Could Do
Acknowledge the
customer’s impending
arrival

12. Wow Moment 2
• Traffic / Transport
Report via Text
Cost
Approx. 3p per
booking
Resource
Approx. 2 minutes
per customer

14. www.frixo.com

16. www.textmarketer.co.uk

17. The Industry Norm
Pull up to the car park
Customer approaches the
front desk
What You Could Do
Greet the guest in the car
park
Welcome by name

18. The Industry Norm
Admin
Keys are given to customer
What You Could Do
Personally addressed letter
handed to customer

19. The Industry Norm
Survey Request
What You Could Do
Thank You Letter or Email

20. If you do what everyone else does…
You will not WOW
Be Personal
Be Different
Demonstrate that you Care

21. What is the
most important
element of Wowing
Customers?

24. Herding Cats or
Sheep?
Prospect
Customer
Loyal Customer
Former Customer

25. George David Megan
Liz
Prospect Customer Loyal Customer Former
Customer
Your Database

26. Herding Cats
Prospect
Customer
Loyal Customer
Former Customer
Buy Message

27. Herding Sheep
Prospect Customer
Loyal
Custome
r
Former
Custome
r
BUY
BUY
AGAIN
THANK
YOU
WE
MISS
YOU

28. Customer DATA
Contact Data
Mobile Telephone
Email
Address
Personal Data
Anniversary
Birthday
Dietary Requirements
Previous Order History

31. Data Capture

32. Data Capture

34. Opportunities

35. Become The Trusted
Advisor
Our guide to…
•What to do
•Local hints/tips
As you liked “x” did you know…
•Relevant messaging
•Good reason to buy

36. The Impact of Wowing
Customers
• The 4 ‘MORES’
• More money spent
• More Repeat and Referral Bookings
• More Positive Reviews
• And above all - a more remarkable
experience

37. The Impact of Relevant
Messaging

38. Summary
WOWING Customers is simply about:
Being different, being personal, showing you
care
The more you know about the customer, the better
Be relevant and you’ll engage more (and sell more)

39. Thank You
Adam Hamadache
adam@hoteliercircle.co.uk
@adamhamadache