Exceeding Customer Expectations Promise Low, Deliver High One day while staying at a hotel, I was returning to my room after finishing breakfast. Knowing that I was checking out in a couple of hours, I asked the front desk agent if there was a shovel I could borrow because there was about two feet of snow behind my car. She said no problem and that she would get someone to shovel it for me. I thought what good service. Later, upon returning to my car, sure enough it was shoveled out. However, there was still about 6 inches of snow on my car. I know I didn't ask them to clean the snow off my car, but with a little extra effort, the person who shoveled out my car could have easily exceeded my expectations and left me saying "WOW" what a great hotel, I am definitely going to stay here again.

Exceeding customer expectations was one of the many messages communicated by Hospitality Newfoundland and Labrador's (HNL) Mary Taylor-Ash (Manager of Programs and Projects), and Elizabeth Sheppard (Central Liaison Officer) at the Customer Service Luncheon and Information Session on Friday March 26, 1999 at the Vancor Motel. The Coast of Bays Tourism Association in conjunction with the Coast of Bays Corporation hosted the event. Stan Hill, President of the Coast of Bays Tourism Association, welcomed the over 30 people in attendance representing businesses, towns, and organizations throughout the Coast of Bays Region. The purpose of the event was to inform people in the service industries of the importance of customer service and the training programs available to them.

The presentation included an overview of Newfoundland's tourism industry, how it generates approximately $500 million dollars in revenue annually and employs upwards of 24,000 people directly and indirectly. In addition, Mary Taylor-Ash discussed HNL's role in the tourism industry and how they are dedicated to the development and promotion of the tourism and hospitality industry throughout Newfoundland and Labrador.

The importance of Customer Service Training was next on the agenda, and based on participants' comments, it was the most important component of the session. Training programs offered by HNL were identified, and most notable was the SuperHost program, which to-date has graduated over 3000 tourism professionals. The focus of this one-day customer service training seminar is on improving one's communication and problem solving skills when dealing with customers. The need for such training was highlighted as Mary indicated that 68% of people change where they do business because of the indifference of the people serving them. It was emphasized that this does not mean rudeness or poor service, it merely means that the server really didn't care one way or another about the customer.

It was further emphasized that we, as service providers, have to understand what the customer wants; not what we think the customer should want. According to Ms. Taylor Ash, customers want four things - the need to be understood, the need to feel welcome, the need to feel important and the need for comfort. Dealing with the concerns of the customer was also highlighted, as was the fact that the majority of customers will not let you know when there is a problem. The rare time they do let you know Ms. Taylor-Ash recommends that you always remember 'the customer is always right - even when they are wrong.' Furthermore, she advises that businesses view customer concerns as an opportunity to improve their product or service. Also, the idea that positive word of mouth advertising you need - negative can kill you, was a message that no one in attendance could argue with.

There was consensus among all participants, as they each appeared to leave the session with a better understanding of what customer service means. Many in attendance were eager to participate in a SuperHost training program should one be held in the region.

We, at the Coast of Bays Tourism Association, were encouraged by the enthusiasm shown by all those in attendance and we are determined to build on the success of this information session. Toward that end we will look into arranging a SuperHost Training Seminar within the next couple of months for the Coast of Bays Region.

Had the person who shoveled out my car recognized my need to feel important, and my need for comfort by brushing the snow off my car, not only would the hotel have a dedicated customer, they would also have benefited from a great deal of positive word of mouth. It doesn't take or cost much to exceed a customer's expectations. Often times, a friendly tone and a kind gesture will forge a lifelong relationship between you and your customers.

Anyone interested in participating in a SuperHost program, or who would like more information regarding tourism in the Coast of Bays, can contact Baxter House, Tourism Coordinator for the Coast of Bays region, at: