CUSTOMER SERVICE: The Dao of Wow
by Steve Browne
March 1, 2010
The elusive “Wow”. It grabs
us, tickles us, amazes us. It, well, it makes us say “Wow!” ... in capital
letters no less. And it is the holy grail of exceptional service.
Many gaming organizations work hard
to provide an exceptional service product. They focus on creating an
environment that promotes a good and friendly attitude. They install behavioral
service standards and then train, measure and coach for them. They focus on
service with every procedure, tactic and strategy they employ.
But “Wow”? Well, that is something else altogether.
Some say creating “Wow” in a guest is simply
a spontaneous — and magical — moment. Others say it is pure luck, or a
circumstance of opportunity and luck coming together. But I say you can create
“Wow” as surely as you create, train, measure and coach for specific service
behaviors.
How?
Good question and one I intend to answer. But, first, let me cover
the ground rules. You see, before you can deliberately and specifically create
“Wow” in your guest you must first make sure you have your bases covered. And
by that I mean the following:
Your already have an above-average service
product.
Your staff is committed to and engaged in service delivery at all
levels.
Your culture has
established good service as important and great service as really, really
cool.
You have training, measurement, coaching and recognition systems
in place to ensure that the prior conditions not only exist but continue on a
day-to-day basis.
Without these, what I call the basics, you really risk putting the
cart before the horse if you try to create a program of sustainable “Wow”
delivery to your guests.
OK, so you have them (or at least you are
working on it diligently). So how do you create “Wow”? How do you make it
happen when so many say it has to just pop up by circumstance and luck?
Consider the following
strategies:
Break a Rule
— Not the ones that will get everybody fired. No, I am talking about the rules
you create for no other reason than to have a rule. So honor an expired coupon.
Allow an early check-in. Let a player rub the dice. Whatever. Look at all those
silly rules, figure out which ones you can break and start breaking them. Oh,
and create some new rules just so you can break those too. (“Ma’am, we have a
rule against that, but you are a special customer, and I fully intend to break
that rule … just for you.”)
Wow!
Offer the Free Upgrade — Once again, this can be around your current
offerings, or just create some upgrades that you can then offer. (“Sir, I am
upgrading you to our special ‘technology’ suite.”)
Wow!
Sell the Sizzle —
We don’t want a product, we want a story. We want a feeling. We want to be
special. (“Ma’am, I have just the room for you. It has my favorite view of the
mountains, beach, city, etc.”)
Wow!
Add Something Extra — And if it didn’t used to be extra then take
it out of the package and make it extra. (“I
am adding this in just for you.”)
Wow!
Customize —
“How would you like it?” You can say this or that or something entirely
different. Well? “How would you like it your way?”
Wow!
Under Promise/Over Deliver
— This one is an art but can be easily mastered once you get over the idea of
showing off what you can do from the beginning. Offer the basics and then
deliver far more. (“I know we said it only comes with six, but I added two more
just for you.”)
Wow!
Offer a Surprise — A drink on the house. A box of chocolates
in the room. Don’t tell them you are going to do it … and then do
it.
Follow Up — Build follow-up routines that
combine with some of the other strategies to create “Wow”. (“Ma’am, I was just
calling to ensure your room was satisfactory, and I also sent up some fresh
roses for your bedside table.”)
Wow!
Random Acts of Madness — Practice random acts of madness with your
promotions, service delivery, etc. (the surprise gift, the spontaneous drawing,
the free upgrade) and watch the faces of your guests as they go, “Wow! I didn’t
see that coming.”
All of the Above — OK, this one isn’t new, but as you can see,
many of these strategies work well with each other. The real trick to creating
“Wow” is to develop a comprehensive, deliberate plan of action around all of
these strategies and then put them into action in a measurable and specific way
in every area of your operation that touches your guests.
There you have it. You are on your way to creating “Wow”. But if
any of the preceding seem like pie-in-the-sky to you, or not feasible (“We just
can’t do that.”), or even like a lot of Work, with a capital W, well, then, you
(and your organization) are probably just not cut out for creating “Wow”. But
don’t worry. Most guests don’t expect it and will be well-satisfied without it.
But if you want true loyalty and guests who will beat down your
doors to return, then think about creating some “Wow”. Do it just for them. I
guarantee they will thank you for it.
And reward you too. With their dollars. And their
loyalty.
Wow!
Steve Browne
steve@ravingconsulting.com
Steve Browne is president of Raving Service, based in Reno, Nev. Author of “Gambling
and Service” and several casino service and sales training programs, he
specializes in customer service, player development and how to sell an
entertainment experience that enriches people’s lives. He can be contacted at
+1 775 329 7864; or by e-mail at steve@ravingconsulting.com.
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