Sometimes you don’t have everything your customers are looking for. It might be minor details missing, but you know from the feedback you get, that you haven’t got exactly what your customers want. So, what do you do about it? You could just tell yourself to keep doing what you’re already doing, and that it’s good enough, or you could do whatever it takes to make your customers happy.
The process is fairly simple. The results are impressive.
Let’s say your a hotel manager in Greece. In fact, let’s say your a hotel manager on the island of Kos. That’s where I’ve been on my latest vacation, and I discovered a few things that reminded me of the importance of adjusting to the market.
One of the first thing we looked for in a hotel, you probably already guessed it, was a hotel that was close to the beach. We wanted to stay at a hotel with a swimming pool, but we also wanted to be on the beach. Now, not all hotels are close to the beach, that’s impossible. And, when you’re a hotel manager on Kos, you probably know that most of the tourists are looking for a hotel close to the beach – the weather is usally very hot and people like the ocean. So, what do you do, if your hotel is not located close to the beach?
You could create a fantastic environment at the hotel. You could create huge swimming pools, and focus on doing whatever you can so that your guests won’t think of the beach. Add waterslides, great food and drinks, and swimming pools and activities.
Or, you could make it easy for your hotel guests to visit the beach. You could buy a car, and hire a driver, and tell all your hotel guests that it’s a free drive to the beach. You’ll offer a shuttle service from the hotel to the beach and from the beach to the hotel, from early morning to late at night. This way, you’ll adjust to the market and offer your customers what they want, even though you’re not located exactly where they want you to be.
Ask for feedback and evaluate
Sometimes it’s not as easy as it might look from my example with a hotel on an island in Greece, the “only” problem was that it wasn’t close to the beach. You might have a completely different service, and more complex challenges.
But, no matter what kind of business you’re involved in, you need to discover what your customers want. You need to adjust to the market, and provide “everything” your customers are looking for and then some. Always add something extra, just to make them smile and remember you.
You need to ask for feedback. Ask questions, before your customers arrive, during their stay, and after they leave. The only way to adjust is if you know what your customers really want. You need to ask the right questions at the right time. That’s why I’m saying that you need to ask them before they arrive, during their stay and after they leave. It all depends on your business, but you get my point.
Keep asking your customers, and always evaluate.
Repeat the process
The method is this; ask for feedback, adjust, evaluate. Repeat the process; continue to ask for feedback (don’t be annoying), adjust and continue to evaluate.