Tag Archives: building customers relationships

Something to write home about

Last year a friend of mine moved out to New York. I always enjoy reading her emails, describing her new life. She never seems to be short of things to write home about.

Why is it then, that when it comes to writing our blog or articles for newsletters that we dry up on ideas?  Though  much of the content of my friend’s emails wouldn’t be suitable for sharing with customers, the concepts would.

She has a catchy title that makes us want to open up and read it straight away. She only writes when she has something to report; in other words she doesn’t just write for the sake of it. Her personality shows through with humour and a light hearted touch. She maintains our interest with anecdotes and stories that we (her readers and friends) can relate to. When she’s been introduced to a new experience she explains what this is, without insulting our intelligence. She also includes photos to bring it all to life. These days there’s no excuse not to capture things on camera, and your hotel is no exception.

And at times she leaves us hanging on for the next instalment before she tells us the outcome.

All these principles can be applied to your own newsletters, but if you are still struggling for content, here are a few ideas.

And while we are on the subject of newsletters I’ve just interviewed Fiona Robson from Rocketseed, a leading email marketing company whose clients include Thistle Hotels and Malmaison.

To listen to the recording just sign up here.

In my interview with Fiona she shares her thoughts on the role email marketing plays as a part of a hotel’s overall marketing strategy as well as:

  • How to build the all important email customer database
  • Her tips to how making your emails compatible with today’s technology
  • Her top 4 criteria for making email marketing effective

I’m delighted to let you know that Fiona is offering a great deal for any of my clients available until 21st May 2011.


Building Customer Relationships

I’m just back from a trip to Canada – part holiday, part business for my husband.  The trip has reminded me of the importance of building the customer relationship. We were being entertained by a supplier, but the main purpose of the trip was to build trust; we got to see the production process, meet the team and get an insight into their operation. And in turn they got to hear more about what is important to their customer and what more they can do to develop the sales potential. Although this supplier has no direct competition (they have developed a new product) they do have to compete for my husband’s time and effort involved in selling the product.

What has this to do with the hospitality management? Two things:

Firstly we must never forget that the competition may not be the hotel or restaurant down the road, but may be the option to stay at home, get married on a beach, go camping, hold that meeting as a webinar.

Secondly the importance of building a relationship with your customers. This does not mean flying them half way round the world, but demonstrating that you value their custom, and sharing with them some of your story, your values, getting to know your team, spending some time talking to them and getting to know what is important to them. This builds trust and loyalty, and is a key step in building a lasting long term relationship with your customer and the prospect of repeat business.

Building the guest relationship is covered in more detail in the Hotel Success Handbook

Caroline Cooper