The other day American Express released the result of its Global
Customer Service Barometer, which explores attitudes and preferences
toward customer service. Conducted in 12 countries, including the U.S.,
the findings reiterate the importance of excellent service, especially
in today’s economic environment. What is most notable about the
survey’s results is that as American consumers need to be ever-more
choosy about where they spend their dollars, they are sticking with
companies that offer them the best service.
In the survey, a majority of Americans report that quality customer
service is more important to them in today’s economic environment (61
percent) and they will spend an average of 9 percent more when they
believe a company provides excellent service. More on the survey’s
results can be found here.
Being an industry predicated on service, this is good news for
hospitality, if you continue to put a premium on service. In the
lodging industry, great service can translate into better profits, and
the results of this survey back that up. While there’s no doubt that
the physical structure and design of a hotel, as well as the quality of
amenities offered, is important, success always comes back to excellent
customer service.
As Simon Cooper, president of The Ritz-Carlton Hotel Company said in an
announcement of the survey’s results, “While customers appreciate the
plush surroundings of our five-star hotels, we know that luxurious
touches don't matter to guests unless the service surpasses the
setting. Trends may change, but a focus on service excellence is
timeless."
In today’s economic environment, cutting back on staff and the “little
things” that constitute great customer service may seem like an easy
way to go. However, in the end, such thinking can only serve to hurt
your business in the long run.