How to make a customer-centric business model pay off

HAVING a “customer-centric”

business model instead of an

“egocentric” model can be very

lucrative for travel agencies,

says Helene Hartwig of The

Peer Group. Helene spoke at

the recent Asata conference

about how small adjustments

in consultants’ behaviours can

have far-reaching benefits for

their business.

Although most agencies were

aware that it is important to put

the customer first, the return

on investment of this focus on

the client was not always clear,

she said. But there is definitely

a business case for being more

customer-centric, as it costs

considerably less to retain a

customer than to get a new one.

“Increasing your customer

retention rates by 5% could

increase your profits by up

to 95%.”

It is not always easy to improve

customer service when most

of the time travel agents are

not entirely sure who their

customers are, Helene said.

“Millennials, for example, spend

money, especially on travel, but

we seldom hear their voices and

we seldom see their faces.”

The key to improving customer

service was to get to know the

customer, she said. Learn about

their issues, their problems and

their challenges. “Address all the

concerns that your clients have

and apologise. Check to see

what you can do differently. Your

customer is the centre of your

organisation. The customer is

not an interruption in our work;

he’s the purpose of it.”

To achieve great customer

service, Helene outlined 10 key

commandments:

1. Know who is boss. The

answer is simple: the

customer pays our salary

and needs to be at the

centre of our universe.

2. Be a good listener and ask

questions.

3. Identify and anticipate

needs. You are the expert.

4. Make customers feel

important and appreciated.

5. Help customers understand

your systems.

6. Appreciate the power of

‘yes’; make things happen

for your clients.

7. Know how to apologise. It

will take the wind out of the

sails of the people who are

looking for a fight.

8. Give more than expected.

9. Get regular feedback.

10. Treat your co-workers well.

If you can’t get it right with

them, how will get it right

with the consumer?