I have been trying to figure out why it feels so weird to me to refer to the people that come on our cruises as “Customers”. It’s seems so impersonal. I am a customer of At&t & Wachovia and it’s completely “Transactional”. I don’t spend time with these organizations and I only call them when they screw something up. I certainly don’t look forward to working with them.
My solution has been to use the word “Guest” in lieu of “Customer” and it feels much better. We have always called them “Guests” on board, but during the year our vernacular has been “Customer”. In arriving at this place, I am happy to share the differences that I noted.
Customers purchase your product with little emotional engagement…Guests are emotionally connected to your product.
Customers have anxiety about interacting with you…Guests look forward to getting to know you better.
Focus on Customer experience usually declines after purchase…Focus on Guest experience increases after purchase of product.
Customers rarely rave about your product…Guests look for opportunities to talk about your product with their colleagues.
Customers may never meet you…Guests look forward to opportunities to spend time with you and develop deep connections.
Customers stay with you until they have a better offer…Guests anticipate a long healthy relationship.
Customers shake hands….Guests hug!
So do you have “Customers” or “Guests”?
Odds are that you have an opportunity to convert your “Customers” into “Guests” if you approach it differently.
Andy