Get The Business -- Even Before The Customer Has Thought About You

Jeannie Walters of Chicago consultancy 360Connext wrote a really compelling blog post today on why customer engagement is so much more than customer satisfaction. 

The topic: Most people mistakenly think how complaints are dealt with constitutes the entire customer experience. 

"Typically, the polite new friend says something like 'Customer service is a big issue. I hate calling India just to get my computer working!'," Jeannie wrote. 

"Aside from the blatant xenophobia, it annoys me because it’s assuming what happens BEFORE and AFTER the service call isn’t part of the puzzle."

The 'before' bit resonated with me in particular because very few companies get it. If the transaction hasn't taken place, why even bother to satisfy a potential customer? It's costly and time-consuming. It doesn't guarantee you the sale.

But boy, does it make the customer hanker to do business with you, if not now, in future.  

On April 1st I sent out an RFP (request for proposal) to three hotels: The Peninsula Chicago, the Elysian Hotel and the Park Hyatt Chicago. 

I have a high-level executive breakfast in June and a two-day workshop in October. The first involves a boardroom for 15 persons for breakfast while the second event will take place over two days, including meals, for an estimated 70 to 100. 

I contacted the three hotels primarily for the first event but would be open to considering the second event in their venues if the package and negotiations went well.  

Compare and contrast the following responses when I sent out the RFP.

The Peninsula. Even before the RFP was written, I'd tweeted my followers asking for potential venues. The Peninsula somehow got wind of it and tweeted back that an event manager would be in touch with me. 

In less than 24 hours, I received a phone call and an email confirming my requirements and potential site inspection dates.

While this was going on, the Peninsula tweeted to invite me to a private chef tasting, a privilege usually reserved for regular clients.

As of today, four Peninsula Twitter accounts are following me: The Pen, Shanghai Terrace, Avenues and the Peninsula Spa. 

The Park Hyatt. A Google search led to their site, which prompts you to enter your event details. The form said requests would be forwarded to the relevant property. 

It's been five days. I haven't heard back from the Hyatt yet. 

The Elysian Hotel. After personally visiting their bar Bernard's and having a drink, I got the catering director's business card from one of the servers. I emailed the RFP to her the very next day.

Another informal site visit and a follow-up call later, there has been no word from the Elysian. On my second visit, Bernard's wasn't open in the afternoon. There was, however, a member of the catering team at the entrance showing a potential client around. She paid us no attention even though we were obviously scoping out the place. 

That follow-up phone call today? No response.

All these hotels are impressive properties, with excellent food and beverage outlets and five-star service. The Elysian is jaw-dropping gorgeous, with a fabulous concierge. The Park Hyatt has Nomi, which I love.

But only the Pen is setting the scene ahead of the actual transaction, e.g. combing social media for mentions, engaging directly and responding promptly. 

Frankly, the Pen didn't need to invite me to a private chef tasting. I'm just grateful that I was treated to their legendary 24-hour turnaround. But to be given this treat even before I bought from them? That's turning me into jelly. And a customer for life.

Cost of course is going to be a major factor in choosing my June and October venues. The Pen may be wildly expensive. But given their performance so far, it's going to get at least one of my events -- if not now, definitely in future. Not to mention the possibility of my returning to Shanghai Terrace for dim sum is now very, very likely. Us Asians need our dim sum every now and then.

Many businesses don't understand what Jeannie said in her blog. The customer experience is felt at every touch point. Even when you think the customer hasn't thought of you yet.