Tuesday, June 2, 2015

Glitz vs Reality

(0:54) I did a Minute about the importance of knowing your customers and using that knowledge to meet their needs. No sooner had I scheduled the Minute for distribution than a 2-star review appeared in my inbox. It was quite long and detailed the issues the boater had with the marina.

(0:46) The second paragraph caught my eye: "If they did not try to pretend to be something they are not, I would grant more stars. But anyone falling prey to the glitzy advertising for this place will be sorely disappointed in the reality."

(0:40) It was such a graphic example of what I have written about on several occasions. I couldn't get it out of my head. It wasn't so much that the facility was lacking in certain amenities. It was that this boater had felt misled, deceived, and even tricked. I couldn't help but wonder what would have transpired if the marina had presented a more realistic view of themselves.

(0:32) Poor reviews happen when a boater's expectations are not met. I know, I've said it before but I believe it can't be said enough.

(0:28) Expectations can mean something as simple as a bathroom not being clean to something as far reaching as presenting a false view of your facility. Remember, you don't have to be the most glamorous or offer the best amenities. But you do have to deliver what you promise and only promise what you can deliver.

(0:20) Make sure to check in with boaters to ensure you are meeting the expectations you have set. Seek honest feedback. And when you fall short, apologize, and work to make it right.

(0:15) To succeed in today's highly connected world, you need to recognize that your customers are communicating in a big way. It is more important than ever to have a realistic understanding of what you can offer the boaters and what you cannot offer. Honesty is always the best policy.

(0:08) If you fail to follow this tenet, you will fall victim to dissatisfied customers and poor reviews. Treat your potential customers with the candor you would wish to be treated with and you will have more business.

(0:02) And that's the marina minute.