The 14 Touches The 14 Touches (of Guest Interaction)(of Guest Interaction)

with Bill Bullardwith Bill Bullard

Inn at Occidental of Sonoma Wine CountryInn at Occidental of Sonoma Wine Country

CABBICABBI

Bullard PartnersBullard Partners

Slides available at Slides available at

www.bullardpartners.comwww.bullardpartners.com

Proactive ApproachProactive Approach

The Rule of FivesThe Rule of Fives

Time vs. MoneyTime vs. Money

Rule of FivesRule of Fives

When you are asked the same When you are asked the same

question five timesquestion five times

OROR

You repeat the same guest taskYou repeat the same guest task

five timesfive times

Time vs. MoneyTime vs. Money

People’s Free Time is now more ValuablePeople’s Free Time is now more Valuable

$

WebsiteWebsite

SpecialsSpecials

ActivitiesActivities

Room AmenitiesRoom Amenities

AvailabilityAvailability

11stst Guest Guest

InteractionInteraction

Phone/Online Phone/Online ReservationsReservations

22ndnd Guest Interaction Guest InteractionArrival TimeArrival Time

Special NeedsSpecial Needs

Dinner ReservationsDinner Reservations

Activity ReservationsActivity Reservations

Extras (e.g. Spa, Wine, Extras (e.g. Spa, Wine,

Flowers)Flowers)

ConfirmationConfirmation 33rdrd Guest Interaction Guest Interaction

Written or EmailWritten or Email

ConfirmationConfirmation

Mention Activities requiring Mention Activities requiring

ReservationsReservations

Extras – Separate EnclosureExtras – Separate Enclosure

Pre-Arrival EmailPre-Arrival Email 44thth Guest Interaction Guest Interaction

Looking forward to your stayLooking forward to your stay

Reminder about Dinner Reservations with LinksReminder about Dinner Reservations with Links

Reminder about Activities requiring Reminder about Activities requiring

Reservations with LinksReservations with Links

Links to Weather websiteLinks to Weather website

Things not to Pack Things not to Pack (e.g. Hairdryer, Robe, Slippers)(e.g. Hairdryer, Robe, Slippers)

Things to Pack Things to Pack (e.g. Laptop, Cell Phone, Light Jacket)(e.g. Laptop, Cell Phone, Light Jacket)

Extras AvailableExtras Available

ArrivalArrival 55thth Guest Interaction Guest Interaction

Hand Guest all Reservation Hand Guest all Reservation

CardsCards

– include Directions, Phone, include Directions, Phone,

AddressAddress

Late Check-in BoxesLate Check-in Boxes

Late Check-inLate Check-in

Room InformationRoom Information 66thth Guest Interaction Guest Interaction

Inspect Rooms before Check-in TimeInspect Rooms before Check-in Time Welcome Note (by hand)Welcome Note (by hand)

Guests don’t listen during check-inGuests don’t listen during check-in Guest DirectoryGuest Directory Signs (pros/cons)Signs (pros/cons)

– Place Info Card visible with Important DetailsPlace Info Card visible with Important Details

e.g. Breakfast, Smoking, Check-out, Turn-downe.g. Breakfast, Smoking, Check-out, Turn-down Comment CardComment Card PostcardsPostcards LetterheadLetterhead Forgotten AmenitiesForgotten Amenities Note Under the Bed/Over ArmoireNote Under the Bed/Over Armoire

Guest ResourcesGuest Resources 77thth Guest Interaction Guest Interaction

Internet Access, Internet Access,

wired/wirelesswired/wireless

Guest Computer Guest Computer (Facebook (Facebook

Fan?)Fan?)

Press BinderPress Binder

Brochure RackBrochure Rack

Evening ReceptionEvening Reception88thth Guest Interaction Guest Interaction

InteractionInteraction

Hosted EventHosted Event

Offer Dinner Menus and Offer Dinner Menus and

RecommendationsRecommendations

Discuss Plans for next day(s)Discuss Plans for next day(s)

Provide Map and Activity PamphletsProvide Map and Activity Pamphlets

Offer Personal Touch and InsightOffer Personal Touch and Insight

Return from DinnerReturn from Dinner99thth Guest Interaction Guest Interaction

Provide Place to Deposit Comment Provide Place to Deposit Comment

CardsCards

Sweet DreamsSweet Dreams

Tomorrow’s Weather info Posted or Tomorrow’s Weather info Posted or

Slipped under Room DoorSlipped under Room Door

BreakfastBreakfast 1010thth Guest Interaction Guest Interaction

Confirm PlansConfirm Plans

Answer Additional QuestionsAnswer Additional Questions

Fail-Safe for Missed GuestsFail-Safe for Missed Guests

Provide RecipesProvide Recipes

Check OutCheck Out 1111thth Guest Interaction Guest Interaction

Ask about StayAsk about Stay

Ask about any QuestionsAsk about any Questions

Hand out Association Hand out Association

MaterialMaterial

Thank YouThank You 1212thth Guest Interaction Guest Interaction

Approximately Two Weeks LaterApproximately Two Weeks Later

Send Card and GiftSend Card and Gift– Picture MagnetPicture Magnet– Tea BagTea Bag

Repeat Guest ProgramRepeat Guest ProgramResponse to Comment CardResponse to Comment CardAsk for Online ReviewsAsk for Online Reviews

– e.g. TripAdvisor.come.g. TripAdvisor.com

SurveySurvey 1313thth Guest Interaction Guest Interaction

Send Guests Online SurveySend Guests Online Survey

(e.g. surveymonkey.com)(e.g. surveymonkey.com)

– Ask Questions about the stayAsk Questions about the stay

– Ask Questions about improvements Ask Questions about improvements

that you are consideringthat you are considering

Include Contest for Free Stay to Include Contest for Free Stay to

Create InterestCreate Interest

Emails and PostcardsEmails and Postcards 1414thth Guest Interaction Guest Interaction

““Touch” Guests on a Regular BasisTouch” Guests on a Regular Basis

Provide Value within the Email Provide Value within the Email

Newsletter (Quality over Quantity)Newsletter (Quality over Quantity)

Offer Spur-of-the-Moment Specials Offer Spur-of-the-Moment Specials

to Driving-distance Guests onlyto Driving-distance Guests only

Reading SourcesReading Sources

Ultimate ServiceUltimate Service – The Complete Handbook to – The Complete Handbook to

the World of the Concierge, Holly Stiel the World of the Concierge, Holly Stiel

Thank You Very MuchThank You Very Much – A book for anyone – A book for anyone

who has ever said “May I help You?”, Holly Stielwho has ever said “May I help You?”, Holly Stiel

Positively Outrageous ServicePositively Outrageous Service, T. Scott , T. Scott

GrossGross

The Diamond CutterThe Diamond Cutter – The Buddha on – The Buddha on

Strategies for Managing Your Business and Your Strategies for Managing Your Business and Your

Life, Geshe Michael RoachLife, Geshe Michael Roach

Go Implement!Go Implement!(but take small bites)(but take small bites)

““All I do is put out fires all day All I do is put out fires all day long”long”

That’s My That’s My (other) (other) Job!Job!

The 14 Touches The 14 Touches (of Guest Interaction)(of Guest Interaction)

with Bill Bullardwith Bill Bullard

Inn at Occidental of Sonoma Wine CountryInn at Occidental of Sonoma Wine Country

CABBICABBI

Bullard PartnersBullard Partners

Slides available at Slides available at

www.bullardpartners.comwww.bullardpartners.com