I believed
that everybody had watched this video…
After all, it
has almost 13 million views on youtube. Furthermore, it’s used for a lot of
lectures and consultants in his/her seminars around the world as a good example
of both viral marketing and the threads that social networking sites can mean
for enterprises.
But, from time to time, I find a group that doesn’t
know anything about it. So, I play it!
This video
is NOT the story of a singer becoming famous through youtube. It’s a warning
call to all the enterprises, organizations, famous people… about the necessity
to be ready, to know how to deal with service recovery
in social media times.
“The
problem was they broke his tailor guitar, end of the study case” will say the
usual student that already knows everything. You know the one who is answering
text messages while you are explaining the main concepts. They proudly call it
their multitasking ability. I call it a lack of focus. You will only see the
whole picture if you go really deep. As Steve Jobs used to say “To be truly simple, you have to go really deep”
Anyway, of
course if they didn’t break the guitar they will avoid the problem, but you
have to remember that in Tourism as in other services like health and education
you are in the kingdom of servuction (a
beautiful one, indeed!!!), where it is impossible to aspire to 0% defects. As
we discussed here in this blog “In production you can implement a quality
system that prevents creating the wrong products. Even if this happens you can
review the product before delivering it and avoid the problem. But in services
it is a dream to get 0% defects because the customer participates in the
process and as he is not your worker sometimes he will do things the wrong way
or just in his own way. On the other hand, if a problem appears you don’t have
time to amend it. So, you will have bad quality service from time to time and
then you have to practice... service recovery!” Apart from that, you can face
malicious people willing to attack your on-line reputation, or good people
having a bad perception or just a bad day and you become their scapegoat…
In all this
scenarios, you have to use the old art and science of Service Recovery. Are you
ready? No? You’d better be!!!
Do you have
your people (and I mean, employees, collaborators and CUSTOMERS) ready? Are
they educated, empowered with the tools and processes to react? This is my advice:
Educate, train and empower your customers, collaborators and employees. As I
always said “Help them to help you"
Can you
detect when somebody makes a criticism about you on Social Networking Sites?
Can you detect when an opportunity appears? Do you know what your customers,
real or potential, are saying about your hotel, travel agency, tourist destination?
Do you know how to get this information from the web and transform it into
knowledge? You’d better!
My Touristologists
are quite capable of doing that! They are experts in how to organize any
enterprise inside a chain of value, in how to empower people through training,
new technologies and the right processes. At the end of the day, isn’t this
what servuction is all about? And... servuction is one of the things Touristologists master in!!!
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