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What our Restaurant Owners, Managers and Condo Rental Agencies Need to Know:

Moments Misery Turned to Moments of Magic:

Service Recovery
• You can have a long-term satisfied customer for years. As soon as something bad happens, you have to recover. It is that recovery that will be that customer’s final judgment on just how good you really are. Studies have proven it is much less expensive to keep an existing customer than to get a new one. Sometimes this means going beyond just fixing a problem. You also need to give customers a reason to want to come back and continue to do business with you again. So one can see, MOMENTS OF MISERY can be opportunities for us to show how good we are and to renew the confidence of our customers. Eg. A restaurant that had a problem with a guest’s meal might not just remake the dinner, but also give a complimentary appetizer the next time the guest comes back. Not only did the restaurant resolve the complaint, but also gave an incentive for the guest to remain a customer.

Delight customers with the magic experience: MAGIC  (Make a Great Impression on Customer)

When a customer buys an experience, he pays to spend time enjoying a series of memorable events that a company stages to engage him in a personal way.

The lowest level of service experience is "shock". This is the level when a customer receives an experience that is negatively memorable, an experience that is negatively unexpected and far below his expectation. When a customer receives an experience that is below his expectation, he has to accept it as a compromise.

Magic happens when a customer receives an experience that is positively unexpected.

People who study customer experiences and outcomes find that a dissatisfied customer will tell on average 8 to 11 people about his bad experience. Winning a customer over by providing an exceptionally positive experience will turn that customer not only into a repeat cutomer, but he will function as part of your marketing and sales force!

It's all about creating Moments of Magic! What is a Moment of Magic and where did it come from

• In 1986, Jan Carlzon, the former President of Scandinavian Airlines wrote a book, Moments of Truth. In his book, Carlzon defines the moment of truth in business as this: “Anytime a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression.” • No…it’s not learning how to do MAGIC tricks, but rather, how to make your customers’ experiences with you so MAGICAL that they want to come back to • you for more.

For instance, turn your MOMENTS OF TRUTH into a MOMENT OF MAGIC. A MOMENT OF TRUTH is any time someone comes into contact with you and forms an impression depending on the interaction. And remember, FIRST IMPRESSIONS COUNT. It can be good, it can be bad, or it can be just average (“OK” or just “Satisfactory”).

Example: Disney has taken the small moments of truth

to an even higher level. They understand the importance that these small moments of truth have on their customers. They train their cast members (Disney’s term for employees) to acknowledge the guest (Disney’s term for a customer) with a smile or facial expression if within ten feet. If the cast member gets within five feet of the guest, they are to acknowledge them verbally. All of the little moments of truth, combined with the major ones, with the addition of the product or service your organization is selling, add up to the overall level of a customer’s satisfaction.

A MOMENT OF MAGIC is anything that is better than just “OK”. Sometimes, it’s even amazing and includes great experiences that keep customers coming back for more!