Looks like good organizations are just good all over, not in isolated places. I sent my Marriott service-recovery story to my friend Bernie, who had recommended them to me in the first place. His take:
WOW! I am impressed! That is a GREAT story and I hadn't heard it before. I think that Marriott is wonderful and this simply proves it. Just going on all my memories of terrible service and inconsiderate, incompetent treatment at other hotel chains, Marriott nearly always come through, but this tops them all. You got the royal treatment.
Since I was busy avoiding real work this morning, I located a Marriott spokesperson and sent them the link. And what a delightful response I got back from them!
Your story is very touching and we appreciate your acknowledgement of our goals to deliver great customer service. We save stories like these, so, by copy of this email, I’m sending this to [the person] who is in charge of those archives. Your experience is motivating for me and so detailed, which is especially nice. ... Thanks, also, for sending me the link to your web blog. I added it to my favorites list because it looks like a helpful site with great tips on everything. For example, your cork vs. screw top wine entry was not only informative, but relates to a question that has been on my mind as well – “Does the cork matter?” Ms. Abbott, one more thing, would you mind sending me your mailing address? Our chairman and CEO, J.W. Marriott Jr., wrote a book entitled “The Spirit to Serve” and I feel that you would really enjoy reading it. Plus, there are some memorable quotes that I think are very applicable in a lot more than just the hospitality industry.
Okay, I'm officially hooked for life now, and I have another great story to tell. Plus, somebody complimented my blog, so really what more can one say (as she puffs up with pride) !!!.
But let's extract some learning here anyway:
- I could only find the delightful Ms. Higgison because Marriott puts individual e-mails in their news releases, not some nonsense like "news@...." Question: can your customers find anyone to talk to in your head office? Or is everyone hiding? How many individual e-mails or phone numbers are available from your web site?
- Personalized comment, not a form letter. You've received these no doubt, for compliments as well as for complaints. "We take your call seriously, blah, blah". Question: When you have fans out there, and they take the time to tell you what they think, how does your organization respond? Do you try to turn them into apostles? Do you reinforce an emotional bond?
- This is a culture that archives their success stories. One good story is worth a thousand guidelines. And having an archive of service stories says clearly what counts in this organization. I bet the training courses use these stories to keep their material fresh, real and compelling. Question: what are you doing with your customer feedback?
- Using every channel to promote the values of the organization. A book about service from the Chairman is a very neat idea. Other organizations advertise their service standards so that the employees can see that they really mean it. Question: are you using every communication method you can think of to reinforce the culture?
Great organizations have great cultures, and you can see it everywhere you look.
