As you know one of the bedrocks of Touristology is 1,2,3 Theory number 3 (also called Chain of Value) is the link between the demand (number 1) and the tourist services from the tourist destination (number 2). You also know that if you don’t control this chain of value other members will try to do it. The other day I saw this video..
What makes me tweet...
What makes me tweet...
In my
opinion, it is a good example of several important topics that I like to highlight
in my classes, seminars, in-company training or start-up meetings in order to
define (or redefine!) their (OUR???) business model.
1) Chain of Value, Chain of Value, CHAIN OF VALUE !!!
Did I already say that controlling your chain of value is a very important
issue? Remember, chains of value usually tend to have a leader, if you don’t
dare or you don’t care, others will do it and you will run the risk of becoming
a commodity. As you can see in the video, infomediaries (that very easily also
become intermediaries) and intermediaries (that very easily also become
infomediaries) first they say to hotels, restaurants… any tourism service:
-Please join us. Then when they achieve a decent critical mass of users and
gain their trust, they know that they are masters and commanders of the chain
of value and begin to fix their own rules.
“You can’t
go away from me. If you don’t give allotment you will appear as far away of the
first page (or set of options I present to MY customers) as it can be, you have
to pay more commission, you…”
2) MY business or OUR business?
Why did I write in the tweet that we can win the battle thanks to loyal customers?
Because as you remember it is NOT my restaurant any more is OURS! In the XXI
century this is the way to go. In services this is even clearer because we talk
about servuction and, as you know, the participation of the customer is a fact.
3) A bad
review in an infomediary is only a problem if it is alone. Do I have a bad
review in an infomediary? Do they refuse to delete it? Well, let’s drown it! A
bad review next to 1,000 good ones is pointless. You can even twist this idea a
little bit more…. Let’s make the infomediary pointless. Let’s write bizarre
reviews, for instance, give bad grades with great comments. Show to the world
that this infomediary is not trustful!
4) Use the
power of mental states and (if you are lucky) get the tipping point.
Do you want
to defeat me? Ok! It will use my best weapon… my army of loyal customers. Do you
realize that when you say that this is a bad place, you are also saying that my
customers are tasteless?
You can
offer a discount for any review, but there are many restaurants offering
discounts and they don’t appear in the news (by the way for free!!!) What if
instead you use the power of mental states? Your loyal customers feel angry
(one mental state that compel actions) about the infomediary. They also feel
that it was an unfair situation (another mental state). This is OUR restaurant
(another one)… So, We will give you a lesson.
I will
write a bizarre review (an action)… Me too… Me too…. Tipping point (The point
where you get exponential increments NOT lineal)… thousand of reviews! Welcome
to the tipping point era!!!
Become a
tourism enterprise able to cultivate loyal customers. Create your own SnS where
it will be easier to provoke/promote positive mental states and avoid negative
ones.
Just
remember, to play with mental states is a fundamental skill for any
Touristologists, because we have the pleasure to work WITH and FOR human beings
and, nowadays, we live in a hyper connected society/world!
On the
other hand, to build and manage your own SnS it is a sure bet to try to control
the chain of value!!!
OK,
Touristologists, carve those ideas in your mind! Five ideas that you can
summarize in just one… BECOME A TOURISTOLOGISTS!!! The best minds working in
the best sector ever!
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