Don’t Issue Loyalty Cards Without Loyalty
I am an advocate of generating repeat business by building relationships with people, not with a piece of plastic. Too many companies create loyalty programs for their customers which don’t create a true bond. Reward points can be the icing on the cake to demonstrate customer appreciation, but companies should not depend on these programs to build customer relationships. I have found that in the majority of cases, people re-visit specific establishments because of the connections they have made with the servers or sales … [Read More...]
My Reservations About Making Reservations
I’m amazed that the hospitality industry still uses a central reservation system to secure reservations. In theory, it may save the company time by having all properties served by a single, central call center, but I think that they are missing some important opportunities in the process. These days, with so many of us booking on-line, if someone does pick up a phone to call the hotel directly, it is probably because they want to talk to a person who can actually tell them something about the property. Yes, I can find … [Read More...]
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About Richard
Richard R. Shapiro is the founder and President of The Center For Client Retention (TCFCR), which provides research, training and consulting services to Fortune 500 corporations on how to improve the customer experience. His first book is The Welcomer Edge: Unlocking the Secrets to Repeat Business. [Read More...]Connect With Me On…
