We are in an age of personalization, where customers are looking for hyper-customization in all things, and that includes their travel arrangements. But despite the omnipresence of online travel agencies and AI customer service tools, the best way to provide a lasting relationship with your clients is actually a rather old-fashioned technique: talking to them!
We don’t just mean taking the booking and answering follow-up questions, but interacting with each customer on a personal, human level. As silly as that might sound, likability is perhaps just as important as competence when it comes to handling someone’s cherished vacation. The so-called “soft skills” are as integral to any successful travel advisor as product knowledge and training.
Being present with each client does take a bit of initial effort, even if you are naturally charismatic. But if you begin with these four steps, you are well on your way to cementing a loyal customer base.
1. Jot down personal notes after each meeting
Even if you are a career conversationalist, it never hurts to write a few things down for later. A bartender was once asked how she could possibly remember the drink orders of every regular customer in addition to details like the names and ages of their kids. Her big secret? She kept a tiny notebook under the bar, and no one was the wiser.
When you meet a new client, you might swear that you will never forget they’re a professional acrobat, but our memories are faulty — especially with a busy agency balancing multiple accounts. After an initial phone call or meeting, be sure to make a few bullet points about each customer; think of it like a virtual rolodex (or you can keep it in an actual notebook). And continue to jot down what you learn with each subsequent call/encounter. These little tidbits come in handy when you least expect it and will make you appear like the world’s best listener. If your clients’ kids are in high school, it might only be a year or two before the family would consider a graduation cruise — catch our drift?
2. Write a birthday card with the booking
Once a trip is on the books and you’ve secured a new client, write out a birthday card and file it. Write the date on the envelope where you would place the stamp and keep it in a folder with the rest of the August birthdays. Periodically stop by a store that sells greeting cards in bulk or order customized cards online with your agency’s logo. Of course, be careful not to file it and forget it, setting a calendar reminder to mail all your birthday cards at the same time each month.
A birthday card is a simple gesture, but your customers will feel valued (and it never hurts to be reminded that a milestone birthday might call for another trip). With your clients’ passport or other travel documents on file, it won’t be difficult to obtain their birthday, so no awkward questioning involved. Once you’ve written out their birthday card, be sure to add their name and address to a master mailing list for client holiday cards, as well. Or better yet, write out the holiday card right then and there, so you don’t have to worry about it during the busiest time of year.
3. Set appointments for check-ins
No one wants to add more to their already full plate, but you might be surprised how far a few cold calls will go. (Since you’ll be ringing existing clients, consider the calls more lukewarm than cold.) Once you’ve entered your client’s booking, schedule appointments in their customer record to call them for no reason. You can even schedule a day once a month that isn’t full of meetings or obligations, make a cup of coffee and pick up the phone. Don’t worry about having an agenda and don’t stress if no one picks up or you get brushed off. The purpose of these calls is just to say hi, as you would a friend, and build that strong customer relationship. This could also be an opportunity for your personal notes to come in handy!
Even if you don’t have any luck getting through to your contacts, a missed call notification from your agency might be enough to bring you top of mind.
4. Always send a thank you in the mail
Never underestimate the power of a physical thank you card. What many remember as a chore of childhood and once a display of good manners has unfortunately become a bit antiquated. Since it’s so easy to send off an instantaneous email or text, the practice of writing out one’s gratitude with paper and pen has dwindled. But don’t be discouraged by the virtual nature of nearly everything these days (meetings, bookings, training, you name it). Right next to your stack of birthday cards should be an even bigger stack of thank you notes.
A thank you card should be sent for every new booking, not just every new client. It doesn’t take long to inscribe a personalized message and sign your name, and the impact is certainly magnified when it has the hallmark of a human touch.
Personalizing your approach and adding a human touch can make all the difference in building lasting relationships with your clients. If you found these tips helpful and want to learn more strategies to elevate your travel business, consider joining Travel Industry Solutions (TIS). Our resources are designed to help travel advisors like you protect, manage, and grow your business with ease. Sign up today and discover how TIS can be your partner in delivering exceptional service and staying ahead in the travel industry!
