I grew up in a family business. My parents bought a motel in Albuquerque, NM in 1957. I was 9 years old. My brother and sister and I all were expected to help in the day-to-day business of running the motel which included keeping the premises clean and doing maintenance. As we got older we learned to greet the customers, manage the desk and even do the books. By the time I was 14 I was working the front desk on swing shift by myself. But the number one rule no matter which job we were doing was to take care of the customer. Make them comfortable. Make their stay pleasant. Make them want to come back and stay with us again.
In chapter 1 of Marketing an Introduction the implication is that taking care of and satisfying the customer is somehow a new idea. As an example, “Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs”. (Marketing an Introduction, chapter 1 page 4). I do not agree that this is new. There have always been businessmen who understand that without repeat customers there will soon be no business at all. And the only way to get repeat business is to make the customer happy by giving him more the he expected.
We developed a repeat customer base at the motel by maintaining a “triple A” rating, providing amenities for a family such as a restaurant, swimming pool and playground and treating our customer like friends. We had families that came back every summer for 10 years or more.
I will always be thankful to my parents for teaching me this vital lesson. I have used it in all aspects of my professional life.
No comments:
Post a Comment