My first experience with customer service training came when I lived in Maine and was hired by LL Bean for a position as a phone representative during the busy holiday season. I was impressed with their training program – 40 hours of class work before we were allowed to even start taking phone calls. We were taught how to engage the customer, handle complaints, and proper phone skills. We were also taken off the floor periodically for individual feedback. I remember being impressed that the trainers would start the session by telling me something I did well, then telling me something I could work on to improve, and end by reinforcing my successes. Little did I know that was a basic management technique – I just thought it was nice to look forward to reviews!
Leon L. Bean’s famous words defining customer service, “A customer is the most important person ever in this company – in person or by mail” weren’t just a slogan – they were how the company was run. To this day, the laminated copy of that slogan has been on my office walls wherever I have worked; a daily reminder of how to be successful.
My next evolution in understanding the importance of customer service came when I was hired as the Director of Sales at Steamboat Landing, a conference center and home to a seasonal paddlewheel boat operation in the Finger Lakes. I learned the best way to increase sales was to develop relationships with my customers. My natural ability to turn strangers into friends, translated into record bookings for both the boat and the conference center. I worked with corporate groups, wedding parties and motorcoach operators and quickly learned the specific needs of each type of business.
I was hired by Finger Lakes Tourism Alliance in September 2003, and was excited and overwhelmed by the sheer amount of what I was responsible for promoting. In my role as Program Director, I was responsible for promoting attractions and lodging, along with the destination. A research study showed that one of the perceptions of the Finger Lakes was that people were not friendly. I took that point on as a challenge, and began several programs to alleviate that.
First, I took over the operation of the Finger Lakes Tourism Institute. I re-formatted it into a 3 day educational program, with the first day being dedicated to customer service training. I priced it at an affordable $35/person and held firm to a rule that managers must attend with staff. I did not want frontline staff getting excited about new ideas and customer service and not have their manager to help them follow-up. I did have some resistance to that each year, but it was always good to see the managers and staff enjoying themselves in a different setting outside their work environment. A follow-up survey conducted in 2007 showed that one of the top 3 reasons people enjoy visiting the Finger Lakes was due to the friendly people. I believe the changes I implemented at the Tourism Institute contributed to that change.
Today, as the owner of a consulting company, my service is what sets me apart. I remain passionate about the tourism industry and its ability to connect people all over the world. Friendly, informed frontline staff are the most important element in the tourism industry’s success. I am committed to a career that supports their efforts.