"(I Can't Get No) Satisfaction". Great song, with the lyrics directed to sexual frustration and the commercialism of America, in particular. Let's focus upon the latter, commercialism, and specifically, what this says about the Hospitality Industry.
Are we really that craven? I think not, although much of what we watch and read seems to be sponsored by, brought to you by, prepared by, etc. Brand marketing is pervasive. And, each of those Brands emphasizes particular themes, beyond the Flag, Mom and our favorite pie. Crass, yes, soul-less, perhaps.
In the marketplace, we have these two promising waves, crashing against each other - consumer expectation and Brand promise, each really wrapped around the question of Satisfaction.
I, your Guest, have certain images in my mind and expectations to be met, when I visit your establishment. I anticipate certain sensory and transactional exchanges; and, these expectations are really not too far-fetched - a clean, safe environment, an attentive level of service and a product of value. You can already see where we might have some problems, as there are varying definitions for clean, service and value.
And, you - the hotelier, restaurateur, proprietor - must deliver on the promise you have advertised, whether it be on the internet, in print or even by word of mouth. Luxurious accommodations, "Eats", glorious sunsets, Home Made, fish a jumpin' and all the other hyperbole. We sure can go descriptively nuts when we have that blank page. But, we also have now set expectations for our Customer.
Reviewers of the song felt the lyrics were an assault on the status quo. Mick Jagger suggested the song was about alienation. No matter - it is still about Satisfaction, mine, the consumer and yours, the provider. Has the twain met after almost fifty years? You be the judge. It goes beyond my white shirts and Marlboros.
Permission for reprint provided by John Hendrie and credited to LRA Worldwide Inc.
LRA Worldwide is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability.
In LRA's 25-year history, we have grown from a provider of customized quality assurance evaluation programs for the hospitality industry, to a leading CEM consulting company offering a variety of client solutions. The evolution has been driven by our clients asking us one question - "How do we get better?" In response, we have built a range of performance measurement, research, training and consulting solutions to help them do so. Today, we are a growing company operating in more than 120 countries throughout the world, helping clients deliver exceptional customer experiences. Every touch. Every time. For more information, visit us at www.LRAworldwide.com.
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