Customer service: travel agents vs. tour guides

I was in a clothing store the other day and needed to pick up some socks. I was in a bit of a hurry. I stood in line for over ten minutes behind one other person as the clerk gossiped with the manager. Yep, the manager. Keep in mind, I saw three other blue vested employees drop by and chime in on the conversation to add their two cents.

The experience left a bad taste in my mouth. I will not make any recommendations to my sphere of influence endorsing that proprietor.

Where did it all go wrong? The company does not intend to fail miserably in creating a negative experience. The company absolutely doesn't mean to miss the mark in regards to customer acquisition and retention.

We all know customer service is an integral part to a company's success and should be a priority marketing function. Why does it typically offer low wages and attract applicants who don't represent the target audience? To fix this, business leaders need to hire and develop tour guides, not travel agents.

Earlier in the year when we were in Swaziland, our family went on Safari. I remember booking the safari at the adventure travel place. The agent was pleasant, but unfamiliar with this park and lacked stories of the game she witnessed there. She had a brochure and a rate sheet. Sensing we were less than impressed, Mike, the marketing manager in the office, piped up from the office next door. He wore guide attire, from the boots to the brown socks. He had been to the game reserve, slept in the huts, and traveled with each of the guides on various drives. Mike knew what we were getting into and transferred the joy of his experience to us.

A “travel agent” is a person who has read the brochure. They might know your destination, but have seldom visited it. The “travel agent” can only tell you what they think you want to hear. Most companies hire “travel agents” believing they are meeting the expectations of their patrons. Wrong. We want more than a two-dimensional image and fact sheet.

A “tour guide” is an expert. They have first-hand stories and experiences to share. They are fans. Apple stores employ tour guides. The majority are Mac owners and can offer customers a personalized journey. They care about the environment they create because they are customers, too.

Happy customers make successful “tour guides” too. Does your company have “travel agents” or “tour guides?