Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Wednesday, August 30, 2023

Businesses That Ask for Customer Feedback MUST Respond to It: A Case Study from Insight Vacations

Caution to readers considering investing hard-earned money on a guided international tour: Consider alternatives to TTC brands like Insight Vacations, Trafalgar, and Contiki. 

* * * * * 

With Global travel and tourism levels topping pre-pandemic levels, guided tour companies are feasting on the "revenge travel" trend. My spouse and I are veteran international travelers; we recently completed a ten-day guided tour ("Amazing Spain and Portugal") offered by Insight Vacations (a TTC brand).


Having taken six trips over the past decade with Insight (spending more than $30,000), we know the brand and its (formerly) high standards. I sent Insight candid feedback
on July 24th covering most aspects of our trip. (You'll discover that below.)

A Guest Relations representative responded on July 25th, asking for four weeks to "look into" the issues I shared. Well, it's August 31st and Insight Vacations hasn't responded to my feedback. More on that in a moment. But first, some context about The Travel Corporation (TTC).

A privately owned company, TTC's roster features 40 travel brands including Contiki, Trafalgar, African Travel, Luxury Gold, and EduSport Travel and Tours. Each TTC brand operates independently, promoting its own identity and targeting specific demographics and income levels. The parent company has centralized common functions like HR, billing, and customer service.

With so many "unique" brands, TTC's centralized customer service representative lacked the knowledge and autonomy to respond to my feedback. She had to "forward it to our international team." It's been five weeks and I'm still waiting for a substantive response. 

Every day I wait erodes my loyalty to Insight Vacations and TTC's other brands. If TTC and Insight truly valued our feedback, they'd have responded quickly and point-by-point.
Two clear indications TTC seeks limited feedback:
1) A character limit for Insight's "Contact Us" form
2) No "Contact Us" form on TTC's website 
Companies that don't respond to customer feedback risk losing customers. According to reviewtrackers, 63% of consumers say that a business has never responded to their review. 53% of customers expect businesses to respond to negative reviews within a week. Exceptional companies respond to customer feedback and engage loyal customers authentically.

This review compares promotional copy (promises) on Insight Vacations' website with specific examples of where and how service fell woefully short of our previous experiences with TTC. Many of the examples show the erosion of personalized service we've enjoyed on previous Insight tours and reveal glaring inconsistencies between what Insight promised and what in this case it actually delivered.
  
1) Seamless, Stress-Free Travel?: Our Travel Director (TD) kept our group of 37 people on time and on schedule. She was efficient but didn't (given the group size, she literally couldn't) attend to individual needs/requests. For example: Before the tour, my spouse emailed our TD about procuring distilled water for a CPAP machine. Our TD responded that distilled water was available at any local pharmacy; we could buy it after we arrived. Our proficiency in Spanish doesn't include 'distilled water' nor are we inclined to search for it after a long flight. To reflect Insight's commitment to "hassle-free" travel and "personal attention from our Travel Director", another TD would have bought a bottle of distilled water from her discretionary funds and offered it to guests who needed it. Our TD could have at least told us how to ask in Spanish for distilled water at a local pharmacy. Also note the "lost luggage" example (#3 below).
 
1A) Our Friend Overseas?: While TDs typically maintain some distance from their group members, ours was more a "shepherd' and "timekeeper" than "our friend overseas" (as claimed on the Insight website). Fortunately, the norms our group established organically ensured all guests were on time, polite, and respected others. Some Spanish speakers on the tour resolved simple needs (like getting distilled water, translating menu items, etc.). While our TD offered a few "flourishes" per the itinerary (Pasteis de Belem and a drink and tapas in Salamanca), the large group size necessitated a transactional relationship--belying Insight's pledge for a TD who "provides personal attention". 
 
    1B) Unusually Large Group Size: This was the largest group of any Insight Vacations tour in which we've participated. The large group size made it extremely challenging for our TD to "provide personal attention" to individual guests and accommodate individual requests, needs, or specific interests. Our relationship with the TD was almost purely transactional--a fact for which
Insight Vacations is directly responsible. During conversations with other guests, I learned they felt similarly and reflected those feelings in the gratuities they gave our TD. 
 
    1C) Passionate and Knowledgeable?: The knowledge, connections, and pride of local TDs have consistently been a top reason we choose to travel with Insight and evangelize the company amongst peers. Local TD's added meaningful and memorable perspectives and insights about their respective country's history, culture, traditions, sights, and sites off the beaten path. By contrast, the local guides were all excellent. 
 
    1D) Fluent in the Local Language?: In this tour, our TD was a British citizen (from Barbados) who lives in Florence, Italy. Not indigenous to Spain or Portugal, she was neither fluent in Spanish or Portuguese (I don't believe she was conversational in either). For example, rather than try to teach us words from "the local lingo" and interesting idioms (as pledged on the Insight website), our TD simply emailed us two photos of pages with words in Portuguese. This is another example of the transactional relationship described above.
 
    1E) Expertly Trained?: Several long stretches (60 minutes+) on the coach offered our TD opportunities to share insights about the history, culture, and significant sights and sites we passed. Whereas several of our previous TD's used the audiovisual tools on the coach (show videos or play local music) to complement their commentary; our TD did neither (despite a new coach equipped with cutting-edge A/V). Our TD spent the majority of the time on the bus doing paperwork. 

2) Throughout our tour, our TD often mentioned the Northern Spain Guided Tour. These frequent referrals were at first interesting and even amusing; repeated mentions irked many guests. In addition to feeling like the poorer cousins of people on our tour who were continuing with the northern tour, we felt our TD was more looking ahead to that tour than fully invested in the current tour. This was awkwardly manifested on the last night of the tour when both groups overlapped. Not only did our TD travel to the restaurant with the northern tour group, she also ate with them. Our celebratory meal was good, but our send-off, sour. Overlapping the two tours on the final night certainly saved Insight some money and reflected issues in #5 below ("Nickel and Diming"). 

 

3) Lost Luggage: A guest in our group lost her luggage (the airline's fault). During the four days she tried to locate it and get it delivered, our TD was moderately helpful (she called the airline and offered the guest guidance and suggestions). A TD who really wanted to provide "stress-free travel" would have been more than moderately helpful. However, with 36 other guests to shepherd, resolving that problem should not be the Travel Director's responsibility. TTC should assign a specific staff member who is fluent in the local language to communicate with the guest and the appropriate airline and relentlessly resolve the matter. Our TD lacked the bandwidth and tools to help this guest. 

 

4) Accommodations: In general, the hotels were not "superior" as claimed on Insight's website. In at least two cities, our TD showed us the "Insight Luxury Gold" hotels and highlighted their benefits (closer to town/city center, more luxurious, better meals, etc.). While we know from previous Insight Vacations that TDs sometimes upsell Gold (and are encouraged to do so), my spouse and I felt as if we were less than (and certainly poorer than) Luxury Gold guests. Finally, three of our five hotels had lower limits on the AC temperature (!!!) and sporadic wi-fi. 

 

5) Optional excursions: Based on our positive optional excursions on previous tours, my spouse and I chose almost all the offerings on this tour (costing us more than $800USD). Our TD promoted the optional excursions but didn't offer or recommend alternatives to guests who chose not to join. For example, in Lisbon, there was a Banksy exhibit down the street from the Turim Saldanha Hotel. Our TD could have suggested this to guests not joining the Seafood Dinner by the Tagus River rather than offer unspecific suggestions for "local shopping" or "great restaurants". 

 

In terms of the optionals, we noticed there weren't as many (the "Lisbon by Night" tour was listed on the itinerary but not offered). In at least two cases the cost of the optional far exceeded the value. I understand hidden costs (e.g., coach travel, driver pay, local guides, fuel, parking, etc.) for which Insight must account and realize Insight has to make a profit. That said, the costs of the two optional excursions below seemed out of proportion with the value provided.

  

    5A) Seafood Dinner by the Tagus River: At a combined cost of 128E ($143), we took a coach to the pier, a ferry to the other side of the river, ate a large dinner, and took the coach back to the hotel. While the food was plentiful and the wine drinkable, we were packed into a loud pierside establishment that I hope did not represent Lisbon's "famous traditional restaurants." I was also surprised the restaurant charged 7E extra for local crab.


    5B) Fado Evening: We spent 74E each ($160) for dinner and a musical performance. We chose our dinner in advance (Sea Bass, Steak, Chicken, or Vegan); the food was ok but definitely not the "savory traditional Portuguese dinner" described on the itinerary. The prix fixe menu outside the restaurant showed 45E ($50). 


6) Tour Pace: "Amazing Spain and Portugal" is mislabeled "Leisurely Pace" ("1.6 - 3.2km daily, on primarily flat surfaces and with some stairs"). Except for the two days we spent mostly on the coach (Madrid to Granada and Lisbon to Salamanca), I recorded an average 15,000 steps/day. Spain is Europe's second most mountainous country (not flat) and the daily temperatures in the South consistently exceeded 30C. I found the "leisurely pace" somewhat tiring--it was evidently exhausting for several older and less-physically fit tour members.    

 

7) Recognizing Loyal Guests: On previous tours, Insight Vacations recognized loyal clients with a special reception, gift, or activity. The recognition made us feel special and built our loyalty to TTC and Insight. There was no such recognition on this tour. Our TD gave an Insight-branded bag to every guest but nothing exclusive for loyal clients. Given multitudinous tour and travel company options, I'm surprised Insight didn't seize every opportunity to thank and recognize loyal clients. 


    7A) Dedicated Contact for Loyal Guests: I accessed Insight's online customer service chat and requested the name and email address for someone in a senior leadership position to whom I could send my extended feedback. The agent with whom I communicated referred me to Guest Relations. My other frequent travel and credit card companies (Amtrak, Hilton Honors, AMEX Black, Chase Sapphire) have an exclusive line to call or email; Insight should do the same. Giving loyal clients a devoted Guest Relations group whom we can contact is a basic reward that increases customer service satisfaction and brand loyalty. 


My spouse and I will travel again; over our lifetimes we'll invest tens of thousands of dollars in group tours. But considering our experience on "Amazing Spain and Portugal" as well as the ensuing inexcusable delayed response from Insight Vacations, TTC can no long count on our loyalty.

Sunday, October 27, 2019

K9 Mission Application Video Earns Ghosting

In July I applied for a Senior Copywriter position at K9 Mission, a nonprofit based in Shrewsbury, Massachusetts that provides well-trained Service dogs to Veterans suffering from PTSS. I'm a veteran and familiar with PTSS.


The organization was advertising for a copywriter with 5+ years to create marketing materials, website copy, e-mail newsletters, sales presentations, press releases, media pitches and alerts, and brainstorm visual and copy ideas with creative team members.

I'm a copywriter and very familiar with these communications tools.

Krysta at K9 Mission responded quickly and enthusiastically with an email that requested I submit a 3-5 minute video about why I believe I'd be a "great asset" to their team and why they should hire me to join their mission. 

Hi Bruce, Thank you so much for your interest in joining our team and our mission! At K9 Mission our mission is to place as many K9s with Veterans who suffer from PTSD as possible, with the help of our donors, we are working towards this goal. The next step is to submit a 3-5-minute video about why you believe you would make a great asset to our team and why we should hire you to join our mission.
After researching the organization, I wrote a script; With some help from a friend who has professional video equipment, I recorded this video and sent it to Krysta on July 24th. The process of scripting, editing, and producing the video took a couple of hours.



Since sending the video, I've followed up with Krysta three times in August, four times in September, and three times in October. My follow-ups have been short inquiries about where the organization is in the hiring process and reiterating my interest in the position. 

As is increasingly common practice among employers, K9 Mission neither acknowledged receipt of my video nor responded to my subsequent queries. I got ghosted. Here's why this bothers me. 

Most likely there are perfectly reasonable explanations for K9 Mission's unresponsiveness; the organization is certainly not obliged to share any information with me, a mere applicant.

Here's something K9 Mission might consider: In many cases ghosting indicates future behavior (or is at least a sign that things would have eventually ended badly). So, shame on K9 Mission for ghosting me, but I'm counting my blessings and moving on to find a employer who appreciates what I offer.

Thursday, July 18, 2019

What Great Customer Service Looks Like...

My previous post shared an example of poor customer service. This post--which details correspondence with ROAD iD concerning a mistake that's 100% mine--is a complete 180.

We should be as quick to recognize outstanding customer service as we are to complain about poor customer service.

From ROAD iD (Paula Hook): Jul 17, 9:17 AM EDT
Hello,

Thank you for your kind words, and for making others aware of Road ID. It's great to get positive feedback from highly intelligent people like you. We find that it's much more fun to do our jobs well (and collect compliments) than it is to do our jobs poorly (and collect complaints). We're happy to know your experience has been a good one. If I can be of further assistance, please let me know. 

Be safe out there,
Paula Hook
From Bruce: Jul 16, 10:59 AM EDT

Paula, hi. I just tweeted (@brm90) to compliment your awesome customer service. The ID I ordered was for a friend but rest assured I am going to reorder the correct size (19MM faceplate) for me soon. Thanks for your time and consideration.
From ROAD iD (Paula Hook): Jul 16, 10:07 AM EDT
Hello,

We certainly understand that mistakes are very easy to make - heck, we even make them on occasion. So, instead of having to order a whole new ID, we would normally remake the ID for a small processing fee of $5 plus shipping. When reviewing your account, however, I see that you've already placed a new order. Because of this, I have issued you a refund of $12.50 for the new ID.

If I can be of further assistance, please let me know. 

Be safe out there,
Paula Hook
ROAD iD
800-345-6336
ROADiD.com | MyRoadID.com
From Bruce: Jul 12, 11:56 AM EDT
Hello, I recently mistakenly ordered the wrong size replacement faceplate for my 19MM silicone clasp RoadID. I've had the RoadID since you guys started making them and finally moved, so I had to update my badge info. Totally my error (ordered the 13MM faceplate). Any chance you could help me out with the right size? Thanks very much in advance.

Wednesday, July 3, 2019

Share Specific Value to Help Your Job Application Stand Out

While unemployment hovers at historic lows, the pursuit of senior positions remains extremely competitive. When I apply for leadership roles, I go out ot my way to distinguish myself from a burgeoning pool of qualified candidates. 

In addition to being more selective about the senior marketing and communications positions to which I apply, I'm devoting more time and attention to my application packet--especially my cover letters. This post describes one such example.


(What's a Social Media Producer? 
Discover here.)
Among the applications I submitted this short work week included one to Boston's Channel 7 WHDH to become their Social Media Producer. Here's the position description. 

To underscore my interest in the position, I shared in my cover letter the following directly relevant example of social media knowledge and expertise I offer WHDH. 

"In the battle for Boston TV audiences' social media hearts and minds, I analyzed WHDH's current numbers (as of 7/3 PM) and generated a table that compared WHDH's Twitter, Facebook, and Instagram numbers with selected competitors WBZ, WCVB, NECN, and NBC10.

BostonTV Social Media
Followers
Likes (IG = posts)
WHDH Twitter (@7news)
316,000 (1st)
3,983 (1st)
WHDH Facebook (@7news)
450,558 (3rd)
449,108 (2nd)
WHDH Instagram (@7news)
58,500 (2nd)
2,852 posts (2nd)
WBZ TW (@wbz)
180,000
474
WBZ FB (@CBSboston)
469,637 (2nd)
431,358 (3rd)
WBZ IG (@wbztv)
21,400 (3rd)
1,892 posts (3rd)
WCVB TW (@wcvb)
277,000 (2nd)
3,963 (2nd)
WCVB FB (@wcvb5)
801,080 (1st)
829,251 (1st)
WCVB IG (@wcvb5)
67,400 (1st)
3,682 posts (1st)
NECN TW (@NECN)
92,700
661 (3rd)
NECN FB (@necntv)
185,694
192,193
NECN IG (@necntv)
7,070
1,709 posts
NBC10 TW (@NBC10Boston)
17,400
365
NBC10 FB (@NBC10Boston)
365,838 (4th)
364,837 (4th)
NBC10 IG (@nbc10boston)
15,500
1,922 posts

The numbers in the table indicate that WHDH has prominent market share on The Big Three social media platforms (Twitter, Facebook, and Instagram):
  • On Twitter, WHDH leads selected competitors in Followers and Likes (aquamarine)
  • On Facebook, WHDH ranks 3rd (yellow) in Followers and 2nd in Likes (green)
  • On Instagram, WHDH ranks 2nd (green) in Followers and Posts
Further analysis of the numbers reveals:
  • WBZ ranks in the top three for all categories
  • WCVB leads the group in Facebook Followers and Likes--almost doubling WHDH's numbers on the social media juggernaut. 
  • WCVB also leads the group in Instagram Likes and Posts
The chart reveals surmountable numbers gaps--which as your Social Media Producer, I will work to close by applying my social and digital media content development and disseminations skills."

Eschewing standard self-promotional cover letter language, and knowing the beleaguered HR manager will receive dozens--if not hundreds--of applications from qualified candidates, I tried to convey specific examples of the relevant knowledge, skills, and abilities I offer WHDH.

In this highly competitive job market, my experiences have taught me the necessity to provide measurable and memorable value up front. 

Stay tuned to find out if my efforts spark a response from WHDH. 

Monday, July 1, 2019

Powerful Images from DMZ Produce Powerful Perceptions

The President's visit today to one of the world's most tense borders is an interesting juxtaposition to America's current debate about border security. But this isn't a post about politics. Rather, it's about advertising and the power of images to forge perceptions. (It also draws from my personal experiences stationed at the DMZ in the U.S. Army.)
On the left is an image of the DMZ Panmunjom "Peace Site", looking from the so-called DPRK ("Democratic Peoples' Republic of Korea) looking to South Korea (Republic of Korea). This is the standard configuration of hand-picked North Korean soldiers at the border.
The KPA (Korean People's Army) soldiers in Panmunjom are hand-selected for their physique, height and military bearing. They are fed better and more than regular KPA troops. At the DMZ, they are supplemented by dozens more, hidden in the building at the top of the stairs in the photo at right. The soldiers record every minute of every visitor at the site.
Even if they could afford to visit, most NK civilians can't go to Panmunjom. Only the Elite of the Elite may visit; when they do, they are ringed by KPA soldiers to prevent them from defecting. By comparison, the DMZ is one of the ROK's most-visited tourist destinations.
After visitors on the South side sign a form stating they will not make any offensive gestures nor take any photos, they are escorted into the Peace Building (where the Armistice was signed in 1953) by ROK soldiers in dress uniforms.
Neither ROK nor U.S. soldiers are permitted to visit the DMZ in ACUs--Army Combat Uniform--as the NKs would interpret this as a provocation. Visitors either react with stunned silence or giggle nervously as two pairs of ROK and KPA soldiers glower at each other from each side of the room.
On the right is a press pool photo of President Trump and Kim Jong-Un, looking North into the DPRK. No soldiers, no uniforms, no visible military presence at all. It appears like just another photo opportunity between two state leaders--and most Americans will see this "advertisement" and accept it as reality.
In my experience, the moment VIPs departed, trailed by their entourages and the media maelstrom, soldiers on both sides returned to the watches they have stood since 1953.
That's the reality at the DMZ, and it's going to take far more than words and handshakes to achieve a lasting peace on the Korean Peninsula.

Thursday, December 10, 2009

Holiday Card Glitterati

As marketers, we know that multiple touches on potential and current customers can both build and strengthen the relationships we have with our customers. Around this time of year, one of those touches is the ubiquitous holiday card.

While many organizations are in light of the current economic downturn opting to send e-cards, my feeling is that these are too fleetingly read and too easily deleted. Far more lasting, durable, and meaningful are the traditional holiday cards-which should in all cases be personalized with a short, appropriate message inside.

In our digital age, a personalized, hand-signed card really resonates. Which is why this year I find myself covered in glitter.

This year, the administrative assistant for the Bernard M. Gordon-MIT Engineering Leadership Program bought about 100 glitter-covered cards: From glitterized snowman cards to glitter-encrusted sleighs to glitter-adorned menorahs (glitter is, apparently, appropriate for all religions), I have personalized them all. (In truth, I think she bought the sparkly cards to spite me, but I can't prove it.)

At one point in this morning's marathon glitterfest, I had to scratch an itch on my nose. Then I had to rub my eye. Then I sneezed, scattering the glitter across my desk and body. I am, in a word, awash in glitter. I am as glittery as a schoolgirl, as sparkly as a showman. If it were pitch-black outside, I could serve as a reflecting badge, I'm so glittery. I mean, I could audition for the Rockettes with as much glitter I am currently wearing. I suspect I will be finding glitter on my desk for the next six months, thus providing me with holiday spirit well into 2010.

But enough of the hilarity. Although my friends the MIT engineers don't generally acknowledge it, marketers make sacrifices to maintain and sustain the relationships we work so hard to build. Without marketers, the clever engineers would have a much harder time making potential customers aware of their innovative product.

Sending personalized holiday cards is just one way I've worked throughout my tenure in this program to increase awareness of the importance of our endeavor. I know our program supporters, friends and prospects will appreciate receiving a thoughtfully written holiday card.

If my cost is to be glittery, at least I know I'll glow.