TELUS International Europe: Turning a satisfied customer into a loyal customer – Q&A with a hospitality expert - OUTSOURCING-TODAY.RO
Latest News  

TELUS International Europe: Turning a satisfied customer into a loyal customer – Q&A with a hospitality expert

Leonardo Inghilleri literally wrote the book on customer service in the hospitality industry - and an international bestseller at that.

2017-05-04 15:30:54





Grégoire Vigroux
Vice-President Marketing of TELUS International Europe

Over his career, Inghilleri has helped transform the customer service offerings of some of the world's most widely recognized travel and hospitality brands. His previous job titles have included executive vice president and brand executive for BVLGARI Hotels and Resorts, senior vice president of human resources for The Ritz-Carlton Hotel Company and director of human resources for The Walt Disney Company in both Orlando and Paris.

Today, when he's not speaking about the latest trends in hospitality, he serves as founder and president of Inghilleri Consulting Group, Inc., which provides clients in the hospitality industry with customer service insights and expertise.

TELUS International recently caught up with Inghilleri to discuss the vital difference between customer satisfaction and customer loyalty, and how contact centers play a critical role in building loyalty that lasts.

Q: Your book, Exceptional Service, Exceptional Profit, emphasizes the distinction between customer satisfaction and customer loyalty. What's the difference between the two?
A: They're two dramatically different things. A satisfied customer might use your product or service for decades, but he or she is not emotionally connected to your product, brand or service, and therefore belongs to the market. A loyal customer belongs to you; he or she is emotionally connected to the brand. They're willing to spend more on your logo, because it creates a mental association. The strategic value of your business resides in loyal customers, not satisfied customers, because you can bank on them.

So how do you satisfy the customer? You give them a perfect product delivered by nice people, on time. How do you then transition that customer from being a user to being a loyal advocate for your brand? You need to understand the unique needs of the customer. Give me what's important for me, not customers in general, just me. One person. You remember those preferences, and you make use of it.

[For example], it's like going to a bar, and the bartender knows you. And as you walk in, they greet you by name and they offer you your usual drink. You say "Wow, they can read my mind," and there's no reason for you to go elsewhere. You're loyal, you're willing to pay a little more, you're going to speak positively of that experience, and you will be more willing to experiment in the future. If that bar opens a new restaurant, because of your past experience, you're willing to try it. That's the concept of brand extension.

Q: What role do call centers play in building that sort of customer loyalty?
A: When I call the best premium providers' customer service number, they call me by name when they answer the phone, and I've got a complicated name. The technology enables them to see what issue I'm calling about, and to anticipate my needs. And the quality of the interaction is flawless, because the employee is very well-trained.

The experience that I have with premium customer service providers should be the norm. Why would you want someone to answer the phone if he or she is not quite ready? Why would you not equip them with all the necessary skills and knowledge? You may need to pay them a bit more. You may need to select them more carefully. You may need to train them more. But those are relatively easy things to accomplish, and if the result is giving the customer a great experience, from my viewpoint it's a worthwhile investment.

Q: But you're only getting this personalized experience with brands you're already loyal to, and you're loyal to these brands because of that customer service. Are you saying that brands should offer premium services to the average customer?
A: Absolutely! It's not that complicated. The agents at these premium desks aren't from a different planet. They might have better training, and they might be selected differently, but that should be a mandatory condition of any good customer service organization. Make sure you hire the right people, train them well, equip them with good technology and good processes, and give them enough authority and autonomy to take care of the customer needs without going to a supervisor.

All of this is very possible and easily implemented in the first tier of the call center, not only at the highest level.

Q: Do you think technology will enable customer service providers to deliver that premium level service to every customer?
A: The system always evolves, and what was only available to the luxury customers 30 years ago is available to the average customer today. At the same time, the expectations of the luxury customer, regardless of the segment, have evolved dramatically too. I think technology will continue to deliver better, more personalized, more tailored experiences to the vast majority of consumers.

Q: So how can technology be used to improve customer service delivery?
A: Today you have systems that can help you capture the preferences of the customer. The tricky part is that they still need to be populated, they still need to be captured, and most importantly someone needs to actually read those preferences and do something about it. It's not as easy as it might sound. Technology is great, but at the end of the day, because we're talking about experiences and not transactions, they require human intervention. It's all about the human factor.

Q: So would you say that no matter how technology evolves in the future, providing the best service will always come down to the ‘human factor?'
A: Absolutely. I can't tell you how disheartening it is for a customer to call the call center and perceive that the person on the other end of the line really does not care about them, especially if they're experiencing a problem. So how do you prevent that? Invest in your people. Identify the right attributes and talents and desired behavior for those jobs and hire accordingly. Train them well, equip them well, and then give them space to use their mind. Give them a mission to please the customer, rather than make a transaction. Exceptional service is just human, nothing else.

"Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each month, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends."

Related articles: www.telusinternational-europe.com /
www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
Larry Ellison announced the availability of Oracle Autonomous Transaction Processing

Oracle Executive Chairman and CTO Larry Ellisonrecently marked a major milestone in the company's autonomous strategy with the availability of the latest Oracle Autonomous Database Cloud Service, Oracle Autonom

 Read Full article »
Ness Digital Development center in Iasi expands activity, creates new jobs

Ness Digital Engineering, one of the leading global providers of IT services, is consolidating the activities of its center based in Palas Iași, adding two major companies in the field of telecom, media & ente

 Read Full article »
BearingPoint expands its Security Advisory Center of Excellence in Romania

Technology consultancy company BearingPoint announced that it is expanding its Security Advisory Center of Excellence (CoE) in Romania.

 Read Full article »
Connections signs partnership with UiPath, aims 5 mln Euro from robots in 2019

Digital transformation company Connections, operating in Romania, Bulgaria and Serbia, has signed a partnership with UiPath, the Enterprise Robotic Process Automation (RPA) platform with the fastest acquisitio

 Read Full article »
Endava marks IPO and first day of trading on New York Stock Exchange

Endava opened for trading on the New York Stock Exchange (NYSE) under the ticker symbol "DAVA" following its initial public offering.

 Read Full article »
Colliers: Co-working changes Romanian office leasing data

The end of the first semester has brought into light great achievements from regional cities in all real estate segments. Bucharest has also performed well and, according to the real estate consultancy company

 Read Full article »
Atos, closer to acquire Syntel

Atos and Syntel have entered into a definitive merger agreement under which Atos will acquire Syntel for cash consideration of c. 3.4 billion US dollars, 41.0 Us dollars per share, representing apx. 14 per cent

 Read Full article »
Turkey's TotalSoft completes acquisition of Romania's Architected Business Solutions

Turkish-owned software company TotalSoft said on Monday it has completed the acquisition and merger of Romanian business management consultancy group Architected Business Solutions (ABS). The deal was announced

 Read Full article »
SAP and Lufthansa launch world's first "Aviation Blockchain Challenge"

The Lufthansa Innovation Hub and the SAP.iO Foundries program in Berlin launched the "Aviation Blockchain Challenge" to draw attention to the potential of blockchain technology in the aviation industry, uncover

 Read Full article »
Endava specialists put 3-month work in Via Transilvanica platform

The Via Transilvanica online platform, a concept initiated by the Tăşuleasa Social Association, was developed pro-bono by an Endava team in three months. A smartphone application, interactivity and tagging fu

 Read Full article »
 
 
MOST READ ARTICLES
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» The Outsourcing industry announces its...
» Committed to growth
» Genpact's COO: Staying ahead of the cu...
» PwC: The competitive advantages of Rom...
» Luxoft expands Asia Pacific presence w...
» Olga Botusan, Stefanini: There is a hu...
» Zitec's digital marketing division reg...
» EXCLUSIVE: ABSL Timisoara - BPO and SS...
» How does leadership look today?
 
EDITOR CHOICE
The long way from Learning to Development

How to succeed in reaching the young and the valuable employees and wining their hearts and minds, so they will forever be committed to gain knowledge, evolve in profession and build a strong career inside the

 Read Full article »
Synergy of skills

There are over 250.000 employees only in the class A and B office buildings in Bucharest and around one million employees spread around the city. How does the office market cope with the need of companies to ac

 Read Full article »
Risk management in industry 4.0. The risks are new, how is the management?

The ink is not yet dry in terms of GDPR's EU compliance regulations and the last few months have been a very useful exercise for everybody, either vendor, producer or consumer to understand that rigid concepts

 Read Full article »
In the search of the best next available resource, human or not

With the work demand expressed for the "traditional" job openings in ITO, HRO, BPO or SSC, the question formulated by the industry stakeholders points to some concerns regarding the future availability of the s

 Read Full article »
Competing in outsourcing: racing of endurance and skills

As Romania's outsourcing sector is currently estimated to employ more than 100,000 people, a constant evolution in the past years (with 15.000 employees registered in 2007), the local market is a popular nearsh

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area | GDPR policy
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events