Personalized Personalized Customer ServiceCustomer Service

By Jeffery Neil Wacaster

IntroductionIntroductionYogi Bear’s Jellystone Park, Van Buren, Missouri

A small family vacation resort

One of 70 Jellystone Parks

Relatively new, 5 years

www.currentriverjellystone.com

“Attention Getter” 1 min. video

Service when making reservations

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IntroductionIntroduction

Overview

Define personalized customer service

Explain what other campgrounds are doing

Explain the potential benefits and costs

Explain what Jellystone Park, Van Buren, Missouri is doing and ways that we can improve customer service

DefinitionDefinitionWhat is customer service?

Being “customer-responsive”

i.e. “Employees are friendly and courteous, accessible, knowledgeable, prompt in responding to customer’s needs, and willing to do what is necessary to please the customer.” (Robbins and Judge, pg. 22)

What is personalized customer service?

“Do what is necessary to please” each individual.

Other CampgroundsOther Campgrounds

What are other campgrounds (other Jellystone Parks) doing for personalized customer service?

Escort campers to their campsite

Have better reservation system

Provide free breakfast

Go above and beyond in other unique ways

Other CampgroundsOther Campgrounds

Example of going above and beyond:

Yahoo! Local Review of North Java, NY Jellystone Park, July 2009

“Their customer service is also top notch. At one point our firewood was wet. Even though it was after hours they delivered new dry wood to our camp site.”

Other CampgroundsOther CampgroundsBenefits campgrounds have received?

Very best Jellystone Parks receive major awards from the franchisor, customer service is a big factor in determining winners

Most important: Intangible customer satisfaction

Costs campgrounds have incurred?

Training employees

Hidden cost: Employee labor

Improving Our ParkImproving Our Park

Example 1

Pancake Breakfast

Now: customers must walk up to the restaurant and may be surprised how much it costs, as much as $7 per person!

Improving Our ParkImproving Our Park

Example 1

Pancake Breakfast

Improvement: Free room service breakfast delivered to campsite. On weekdays, the breakfast is free.

Improving Our ParkImproving Our Park

Example 2

Parking at Campsite

Now: customers receive no help backing into campsites. If there is a problem, they must go back up to the office to report it.

Improving Our ParkImproving Our Park

Example 2

Improvement: all customers with RVs will be escorted to their campsite. If there is a problem, the employee can take care of it right away.

ConclusionConclusion

Review

Personalized customer service is “Do what is necessary to please” each individual.

Other campgrounds are going beyond customers expectations. To stay competitive, we need to match and exceed them.

ConclusionConclusion

Review

Benefits and costs of personalized customer service:

Benefits: customer satisfaction

Costs: Employee labor

What can my campground do better?

Breakfast and helping campers park

Have you had experiences like those in the “attention getter” video?

Businesses should be “customer-responsive.” In particular, they should focus on personal customer service, because shoppers who feel special will often become lifelong customers.

Is it worth it?Is it worth it?

Questions and AnswersQuestions and Answers