Today, I found this article really interesting as I am working in Hospitality. American Express Forum gave us the opportunity to think about the link between customers and us after a service or a purchase.
Actually, they give us some keys to maintain the contact with the customers.
In Hospitality, especially, it is really a plus to keep in touch with a guest. It is a way to make him loyal. When I was guest liaison at Pangkor Laut Resort in Malaysia, everyday we had to send "thanks letter" to guests. At the beginning it was the same letter for all of them, only the name of the guest was added and at the end we have decided to add in each letter a personal experience that they had. For example "Dear Mr Winston... We hope that you enjoyed your Spa Treatment and keep a memorable experience...".
I could say that every time we received an answer to this letter. Guest really enjoyed the fact that we still take care of them even if they left the hotel, to be sure that their return trip was safe.
In other words, in Hospitality, the service has to be memorable during the stay of the guest but also before their arrival and after. This is my vision of services.
Regarding the commercial point, it is also a way to make them loyal and to give them a reason to come back to our hotel.
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