Word of Mouth – Get them to talk about you

Did you know that, according to referralcandy.com, customers attained through word-of-mouth spend 200% more than the typical customer? They also make double the referrals than your usual client.

Mark Zuckerberg, chairman, chief executive and co-founder of Facebook, said:

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

This is why review platforms, like TripAdvisor, are doing so well in the tourism and hospitality industry: People influence people. Before making any purchases, customers search for reviews and referrals related to products and services they are interested in, in order to make a calculated decision on what to purchase.

Word of Mouth

Word of Mouth

Customers trust those suggesting certain products and services, as they know that no one will put their name on the line for a brand that won’t live up to the anticipated standards.

Referring customers may dub a hotel’s check-out process one of the most important touch points of the customer’s experience. A restaurant’s work is not necessarily done after the customer has paid the bill. Yes, post-purchase experiences can determine a customer’s brand preference just as much as any other touch point in the customer journey, encouraging or discouraging word-of-mouth marketing.

The question is: What is it that makes customers want to talk about your brand?

Word-of-mouth kicks in…

  • When a customer experiences something way beyond what was expected.
  • When the customer was impressed by a physical, non-verbal statement. It could be a unique architectural feature, a kinetic or educational experience or an act of generosity, like offering free dessert to buying customers. Like entrepreneur.com puts it: “Flour, butter and sugar are cheap advertising.” In comparison to all the other advertising options out there, I agree. Find something within your brand that sets you apart from the rest, even if it costs you a little extra flour, butter and sugar each month. Use it to your advantage.
  • When you prepare and budget to deliver a service that generates word-of-mouth. Sometimes we need to sacrifice one thing in order to gain another, i.e. Expanding your restaurant with a unique children’s playground might just get your customers talking.
  • When you trust and allow your customers to deliver the news about your brand to their friends. They won’t repeat what you say in your advertisements – give them the opportunity to do the marketing for you.
  • When it is something interesting to share with friends. There has to be a reason customers want to talk about your destination, isn’t there?
  • When it is easy. You need to help word-of-mouth along. Make it a simple, easy-to-share message – anything longer than a sentence is too long. Don’t just stick the message to a brochure or your website – make it portable with things like emails and social media.
  • When you make customers happy. Content customers are supreme promoters, so delight them, excite them and make them want to tell a friend.
  • When customers trust and respect you. Always be honourable and entwine ethics into what you do. Be good to your customers and satisfy their needs. Customers won’t talk about a company that might embarrass them by not living up to what others say about the brand.

Whether we like it or not, word-of-mouth is here to stay. As people, we want to have conversations and we want to share in each other’s joy. It’s part of our being. So get your ducks in a row, put on your brainstorming caps and create opportunities for customers to talk about you!

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We’re Hiring

We’re looking for a student who would be willing to assist with sales and marketing for Travelling Mystery Guest on a commission basis.

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Travelling Mystery Guest is based in Pretoria, marketing its Customer Journey Evaluations, Social Media Marketing and Workshops through the whole of South Africa. Current clients include BON Hotels, Protea Hotel Durbanville, LIFE Grand Cafe, Caramello’s and more.

 

The position is temporary, with the opportunity of becoming part of a very exciting, growing company in the tourism and hospitality industry.

 

Requirements:

Own transport, availability during the week to see prospective clients and to meet with the company’s owner for catch-up meetings and planning, a positive attitude, professionalism and a love for the hospitality and tourism industry.

 

For more information on the company, students are welcome to visit the website (www.travellingmystery.co.za) / they can follow the company on Facebook or Twitter (@TravellingMG).

 

Students who are interested can contact Renate de Villiers on 082 336 1562 / enquire@travellingmystery.co.za for an interview. CV’s are compulsory.

 

Gaining more guests

Many hotels, guesthouses and restaurants offer more than just food and accommodation to their guests these days. It not only gives them additional exposure, but also helps them gain more guests.

Customers tend to change frequently regarding their needs, expectations and even emotions. By experimenting with some additional offers, we might be able to identify some new expectations more easily and even gain competitive advantage.

Outdoor Movie Night

Outdoor Movie Night

(Image found on babble.com)

 
Have you noticed how expensive it has become to watch movies at the cinema? Not to mention the price of popcorn, slush puppies and other snacks. Why don’t more venues use this as an opportunity? People love to go back in time and to experience some nostalgia every now and again. Why not give them a venue where they can watch movies in the garden while enjoying a box of homemade popcorn?

 
Dinner Theatre is another thing that draws many guests’ attention nowadays. It might be a little more expensive than going to the cinema, but the value for money is just so much more worth it. Spoiling your guests with a dinner theatre every now and again will keep them excited about your establishment and curious about what’s happening next. Those guests who only came for the performance now also have a chance to experience your venue and mention it to their friends.

 
Internal and relationship marketing has become key in the tourism and hospitality industry. We need to find ways to impress current guests all over again in order for them to spread the word. We need to think out of the box. Surprise your guests with something creative and new every now and again, build relationships with them and see how they do your marketing for you!

Stay or dine for free with TMG

It’s always fun to stay or dine for free. Especially when you can enjoy dinner at a restaurant you usually can’t afford or if you can stay at a hotel you’ve always dreamt of experiencing.

Stay or dine for free

Stay or dine for free

Travelling Mystery Guest is looking for people to assist with the evaluation of customer journeys at restaurants, guest houses, hotels and lodges, which will allow you to stay or dine for free. Even though this opportunity has its perks, it also comes with a few responsibilities and you will be required to have some knowledge regarding customer service in the tourism and hospitality industry.

If you feel you have the required knowledge and skills to evaluate a destination’s customer journey, to complete the evaluation sheet sensibly and to report back to Travelling Mystery Guest with constructive feedback and suggestions about the destination, contact us today on 082 336 1562 / enquire@travellingmystery.co.za. We would love to hear from you!

Terms and Conditions

  • We will need your CV and a cover letter. (Please send it to enquire@travellingmystery.co.za)
  • This is not a full time job, but rather an opportunity to stay or dine at no cost. In return for this, Travelling Mystery Guest will require you to complete the customer journey evaluation sheet as accurately and relevantly as possible.
  • You will be required to sign an agreement, in order for Travelling Mystery Guest to protect its copyright on all documents.
  • You will be required to attend a crash course on Travelling Mystery Guest’s evaluation process. This will most possibly take place in Johannesburg or Pretoria.
  • Travelling Mystery Guest’s evaluators’ list is divided into South Africa’s different provinces. You need to be able to visit destinations in your own province. Travel costs will be covered by the company, given that you have adhered to the necessary requirements stipulated in the agreement.

For more information on Travelling Mystery Guest’s services, internships and possible holiday positions, contact Renate de Villiers on 082 336 1562 / enquire@travellingmystery.co.za

10 Steps to creating your own customer journey map

Do you sit with information about your guests, but you don’t know how to use it? Do you sometimes wonder which areas of service you should focus on? We’ve got the solution for you!

Customer Journey Mapping

Customer Journey Mapping

A customer journey map is a tool which will assist you in identifying what your customers experience at your establishment, what their likes and dislikes are, and which areas of customer service you should focus on. It’s something that any company in the tourism and hospitality industry should spend time on, as that is the one thing that will help you to get to know your customers better. You will be able to identify the different touch points between the guest and your establishment and the guest’s experience at each touch point. The ideal get-to-know-your-guest tool.

Here are ten easy steps put together by Travelling Mystery Guest to assist you in creating your own basic customer journey map. This map can become quite intense if you really put some effort into it – the steps below are just some guidelines to put you on the road: (PS – we also offer workshops on this topic. Contact us for bookings.)

  1. Before you start jotting down the map, you need to have a meeting with all relevant stakeholders of the business in order to decide which questions need answering, which business decisions you’re facing and what you hope to learn from the map. Then decide on a framework to work from. With the different touch points as a framework, you will be able to identify all the different areas where guests interact with your establishment during their customer journey.
  2. Gather intelligence. This part is the difficult part, as this is where you need to gather as much data as possible in light of your objectives. If you want to know which social media pages your guests prefer to use, you will need to do online research, interview your guests, delve through previous surveys that has been done and observe followers online. It is also here where you need to identify your different target markets, i.e. business tourists, leisure tourists, kids, etc.
  3. Put the information that you’ve gathered in a visual form. Remember: You need to visualize it from your guest’s perspective – focus on what the guest is doing, thinking, feeling, interpreting and buying. These will eventually form your touch points on the map.
  4. List general patterns that are relevant to the specific guests’ journey through your establishment (i.e. they mostly book via a travel agent, they mainly eat breakfast very early in the morning, they always ask for two point plugs, they usually book single rooms, etc.)
  5. Now identify additional journeys that represent other types of guests (i.e. the journey of a business guest and the journey of a leisure guest) and repeat steps 1 – 5.
  6. Identify areas where the customer journey between different target markets starts to differ. Also identify the “road blocks” that impact different customer groups in different ways.
  7. Add moments of truth (detailed interactions) at each touch point. For example: At the touch point, Company Website, the moment of truth would be that the website needs to provide ample information, needs to lead customers to additional pages like Facebook and the blog, needs to be easy to navigate, etc. These are things a guest would expect from your website. It will shape their perception of your establishment and perhaps even convince them that they need your service.
  8. From the moments of truth, you need to identify the areas where your company is not living up to standard. Spot the areas where you see opportunities for better engagement with your guests.
  9. After looking at the current customer journeys of your different target markets, now also create a map of the ideal customer journey. Ask yourself where the opportunities lie to exceed your guests’ expectations.
  10. Socialize your map with the relevant stakeholders. Consider the differences between the current customer journey map of your establishment and the ideal customer journey map and from there develop a road map for improvement. Be sure to include all relevant departments of the business in this map discussion in order to ensure that everyone understands the mission: exceeding customer needs.

Thanks to my sources: Antje Helfrich and Marc Steiner from Openview.