You only get one chance to make a first impression.

I know it is a cliché but it is true: you only get one chance to make a first impression. It is important in our private lives and in our professional presentation of ourselves. It is equally critical for businesses to keep this in mind at all times. Why? Attracting a first time customer is expensive so you need to make their experience positive and memorable to keep them coming back.

Last week I was in Toronto. Because I travel a lot I typically book hotels using Expedia to benefit from their loyalty program, Expedia+. Although I was uncertain about Expedia+ at first, the early issues seem to have been resolved and the program has value if you are able to achieve one of their premium status levels. As a Gold member (which means I booked 15 room nights in a year) I have access to +VIP offers from their network of premium hotels. There are other benefits to being a Gold Expedia Plus member including special travel offers, a 30% premium on points earned through your bookings and a lift in voucher value when you book a +VIP hotel. We recently booked into the Palazzo in Las Vegas and were able to redeem a $265 voucher though Expedia+, which made me very happy.​

​One of the VIP+ hotels that came up on Expedia was the Grand Hotel & Suites located on Jarvis and Shuter (about 1 km from the Dundas Square/Eaton Centre). Although I had never heard of the hotel and it was a bit off the beaten path, in what I would consider to be a slightly sketchy neighbourhood, I decided to give it a try because they were offering a suite for a very very low price for downtown Toronto (comparable or less than a standard hotel room). As I need to work while I am away, having the extra space a suite offers is something I really appreciate.

When I arrived, I was greeted by a very solicitous doorman who took my bags. At check in I discovered that they had upgraded my room to an even bigger suite and that breakfast was included (a perk available to Gold Expedia+ members). The service was warm but professional.

As I was getting settled in my room there was a knock on the door and a bellman was holding a welcome gift that included a card, a coupon for complimentary drinks, gourmet truffle popcorn and chocolate. Very nice. I received a ride to one of my appointments from one of the doormen in a premium SUV as a courtesy. My driver was well-spoken, polite and charming. The hotel features a fitness centre, pool and rooftop hot tubs. While not opulent or truly luxurious, everything was nicely appointed, clean and the suite was large (on two floors!). The breakfast was great too.

I mentioned that I had never heard of this hotel despite having lived in Toronto and travelling to the city on business for years. The front desk clerk explained that the property had been open for 15 years and that it was independent. They rely on providing great experiences to generate repeat business over brand awareness. Mission accomplished. I had a great experience and I will stay in The Grand Hotel & Suites again. The owners of the Grand have made smart hires, trained their employees in all facets of the business and taken care with every detail of their property to ensure their guests’ comfort, creating a home away from home. They did not just do one thing right; they took care to consider the experience in a holistic manner. Very good work indeed.

Many hotels complain about sites like Expedia cutting into their profit margins. The Grand has elected to use the traffic on this site to attract qualified guests (identified by their premium status in the Expedia Plus program) to sample their property. The Grand knows it is up to them to convert that person into a loyal customer.

Too many businesses think only of the individual transaction and do not plan for the longer term loyalty opportunity. I have been at the table for many executive meetings in businesses of all types where the question is where do we get more customers? I always remind clients how important it is to make sure they are providing the best service and experience for their current customers. Keeping your current customers happy to ensure you retain and create opportunities to gain incremental revenues from them is a much more cost effective proposition. Of course I understand that we always need to get new customers to replace those lost through natural attrition and for companies with a growth strategy.

Here are five easy lessons from The Grand that can be applied to just about any business:

• Focus your acquisition efforts on qualified prospects – those that show an affinity for your business and what you have to offer.

• Have a plan to exceed their expectations and make their experience memorable. The plan should consider the big picture, that is every point of contact.

• Make sure your staff, at every point of contact, understand your objective and has been provided with the proper training and authority to succeed.

• Hire people who have the personality and attitude that fit with your business and the experience you want to offer. If you hire on skills alone you will be missing a key ingredient.

• Show the customers that you value their business and that you understand what they need to get out of their investment in your business.

The rewards are great for businesses that invest in planning how they convert their first time customers from tire-kickers to loyal fans, that sing your praises to their colleagues, friends, family members, and blog readers.

For more on this topic, read Helen's blog: "Lusting After the New Customer," November 2015

#Loyalty #Retention #Acquisition #CustomerExperience