The travel and hospitality industries are stepping up their game in trying to make their customers their best source of advertising. Making your customers raving brand evangelists is leading to increased profits and customer loyalty.
According to Ron Kaufman, author of Uplifting Service, white glove service consists of personalization, memorization, anticipation and response to requests. Once companies can start remembering names (the sweetest sound to anyone’s ears) and previous interactions, they can anticipate customer returns.
For instance, in the cruise industry, where I led service teams, once a waiter knows a guest prefers ice tea with their meals, a glass of ice tea will be waiting on the table before they arrive for the rest of the cruise. The same thing would happen if they enjoy chocolate ice cream every night. Or if they request a bucket of ice in their stateroom every evening.
Customers remember the fact that they are remembered, and they like to remain loyal to the businesses that remember them.