Customer Loyalty & Easy Ways to Gain Referrals
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We welcome special guest Rebecca Wiles and discuss in more detail brand loyalty, how you can build it and then build upon it with referral programs for your clients.
Rebecca Wiles is the founder, lead trainer, and mentor at The Training Establishment. She believes it’s very important for sellers to truly have a proper understanding of their customer in a holistic sense.
In this episode, Ros and The Training Establishment founder Rebecca Wiles dive into what customer loyalty is and how people define it differently. Tune in for some actionable tips and best practises you can use for your business on easily gaining referrals and keeping your clients coming back for more. booking.
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Links Mentioned in the Episode
Quotes from the Episode
“The choices are really endless.”
“We are doing our job, and we're working very hard for it.”
“Money is important and it can be scarce, and we need to be resourceful with it”
“Not everybody is perfect for that position”
“No day is the same”
“Your clients are trusting you with this sensitive information. Make sure that you're then trusting somebody else”
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Announcer: Welcome to Travel Agent Achievers! The place to learn how to grow your travel business and have fun with it. Join Roslyn and her guests as they walk you through proven steps to a fulfilling and profitable business.
Roslyn Ranse: Hey Everyone, welcome back to another episode of Travel Agent Achievers, I’m Ros, your host!
Today I am welcoming back a very special Guest - Rebecca Wiles of the Training Establishment. She featured in episode 6, I will link to this in the show notes for you on your Unique Selling Proposition. Have a listen if you haven’t already.
Today, we discuss building brand loyalty.
As travel agents, you can become your own brand, especially if you are a mobile or work from home agent. Building loyalty doesn’t have to cost you a fortune, you don’t need to be spending massive money on advertising, we discuss simple, easy and effective strategies to help increase loyalty and also some techniques for referral programs.
It doesn’t have to break your bank and we give you several options as to how this can work for you. Enjoy today’s episode. Welcome back to Bec.
Rebecca Wiles: So I suppose the next part that I want to talk about is loyal customers. Can I please explain a little bit about what loyalty is?
Roslyn Ranse: Please do
Rebecca Wiles: We cannot do any form of business without loyal customers. We can have customers that come in and simply have a transaction with us but with don’t make money on them. We’ve been advertising, marketing and spending money to get them to call us.
But actually our loyal customers, the ones who keep coming back
time and time again, we don't need to market to them.
They're already sold that we are the right products for them.
Roslyn Ranse: We just need to take care of them
Rebecca Wiles: And if we take care of them and they become a part of our family, I'm not saying you invite them over for dinner because you know, we don't want to sometimes cross that business line, which is another topic that we'll talk about later.
But they're part of the family.
They're part of a trusted group of customers.
Without customers, they pay our bills.
We wouldn't be in business, so we really need to take such great care of them.
The more we take care of them, the stronger their bond is with us if you like.
Now loyalty, think about we’re all loyal customers. We all love loyalty with one aspect or another. I am a frequent flier with one particular airline, and I am with the opposite airline. We can sit here and fight it out for days and days and days because we're protecting our family.
We're protecting who we love.
So we get a benefit from booking that. Here's another example, I drive farther, pay probably more per tank to actually get points to fill up my car. That's a stupid I pay more money for loyalty. What a wonderful example of what customer loyalty is.
Roslyn Ranse: You're a great customer.
Rebecca Wiles: I am. I'm a marketer's dream. You go further so that I think about this. Here's another example, you get your haircut at the same hairdresser year after year after year, their prices go up.
You move house. You've got to go farther. You find a hairdresser based on the recommendations of trusted friends and advisers.
Roslyn Ranse: I also both mine every six weeks. 5-6 weeks. I've got it in the county. I usually book for about five months in advance.
Rebecca Wiles: Is loyal customer loyalty at the extreme? I know I can go down the road and get a really cheap haircut but I'm going to look like a granny. I can go and pay triple with my hairdresser and get what I'm after.
That is customer loyalty.
So it's about going further. May be paying a little bit more at times.
Customer loyalty is not about getting cheap.
And I'm not here to talk about cheap. I'm here to talk about:
“Customers will pay more because of the service that you're going to give them”.
So if you're going to go out of your way and I'm talking about small stuff really, you can't move and make an airplane bigger. You can't change where the location of the airport is. But what you can do is treat them like royalty. And royalty means something different to everybody else, to different people.
So what it means to me, to be a loyal customer is something very different to you and to you and you and you.
Roslyn Ranse: So we've talked a little bit about what is customer loyalty and that you will actually travel to fill up your tank of fuel in your car and pay a little bit more about going to the hairdresser.
Your favorite coffee guy.
You know you always go to the same cafe every day.
You get morning coffee and it's the same place because it's brand loyalty.
Those people know you, they know what you're going to order.
And it's the same with travel, so clients will come back. But if you're just starting out or you want to grow your business, how can you create that brand loyalty?
Rebecca Wiles: Sure. Okay, so think about this. Every single one of your customers is different, but they all want something different.
Roslyn Ranse: Oh, my gosh. And I ask you these questions just recently, right? Someone says different to someone. So what can I give them that thanks them?
Rebecca Wiles: So every person is different. What they want out of their booking is going to be different every single time they book, for example, use me as an example. I travel for business. I also travel for holidays and I travel for conferences, so what I want when I'm traveling as a corporate customer is completely different from when I'm on holiday.
For example, I don't want the big, beautiful sweet with the gorgeous flowers and everything when I'm there on my own. Traveling corporate. It's lonely enough.
Don't make it even more lonely for me when I can't share this with anyone.
Where if I'm there on holidays, I want something a little bit special. And to be, you know, it's not right. Who you know.
Roslyn Ranse: So to be recognised for that but, as you say, as a corporate traveler. It is different when you're traveling with family or friends. You want to be able to impress them. You want to be the superstar there.
Rebecca Wiles: So how do we do that? The main thing is, don't assume when you make assumptions, you just make a fool of yourself.
But how do we ask? Sometimes it's a little bit difficult to say to a customer. If I could make your trip special what would it be? But here's a really great way, and I'm going to give you a little bit of a tip here.
Roslyn Ranse: I need this one as much as everybody else and all of our listeners and followers out there.
Rebecca Wiles: So if let's say I was your travel consultant and you're booking with me, and I said to you Ros, last time, we've already talked about how great your holiday was. But if we could change, say, three things about your last holiday to make this next one even better, what would it be?
Roslyn Ranse: I don't know, but it's a great question.
Rebecca Wiles: So, what I'm doing? I'm not focusing on what was wrong with your last holiday, but I'm focusing on what could we do to improve it? It's in the language, that question again. So if I could change three things about your last holiday to improve it, what would it be?
Roslyn Ranse: Yeah, I still don't know. I think you do a great job, Bec.
Rebecca Wiles: The next question, if that's the case because I'm just so wonderful. But if that's the case, and then the next question would be, tell me what you want from the holiday, tell me what you want. What's your goal?
Because everybody in business and in pleasure, they all have a goal.
Roslyn Ranse: This is something I think about as well. And one thing that I pride myself on our team on as well is about listening. So it is about listening to your client.
Rebecca Wiles: Two ears and one mouth, use it in that.
Roslyn Ranse: Two ears, one mouth, listen before you speak. So with the clients, you're asking that one question. What can you do better? Three things would you improve or change for your next trip and then listen?
What if nothing comes out?
Rebecca Wiles: Oh if nothing comes out. That's totally fine. Let's then go on.
Well, what do you want out of the holiday?
What's your goal from the holiday?
Maybe if you don't feel comfortable about using the word goal, talk, maybe ask:
What do you want to get out of the holiday? What do you want to achieve?
So a lot of people like you know what I just I need to recharge my batteries.
Well, what does that look like for you?
Because recharging your batteries to me is different from you.
I might be able to hike a mountain.
I might also then, you know, prefer a day spa.
Or I might want an experience or a cooking class.
Or all of these many things
But somebody else who isn't connected all day. My partner's a teacher. So then, you know, being connected would be like, ohhhhhh fun!
Schoolteachers don't connect through the day, so things mean different things to different people.
Goals are different for different people.
Roslyn Ranse: So coming back to loyalty and building loyalty. Listen, before you speak, ask the questions. What else can we do to them to make them feel special and that they'll continue to come back?
Rebecca Wiles: Yeah, sometimes it's not about what you know, but who you know. So it could be about calling ahead to the hotel. Calling.
We have more than phones these days, but calling ahead to the hotel and asking for a handwritten card to be placed in the room on your behalf. Reality is, most people don't want the grandiose suite, but they want to feel like there's somebody looking after them, and it could be simply a bottle of wine or a bottle of champagne and a card that's in the room from you halfway through their holiday or not at every night, because then that becomes the norm. And then that's expected.
And that is no longer special, right? It's now the norm.
So you wanted to remain special, and it's just the little things. It might even be that you have requested and been able to confirm that corner room on Level 27.
But make it known that you did that. You know, we hope that you're enjoying your new room. And I remember that you love level 27.
Roslyn Ranse: So, can you tell me, has there been an instance for you when you traveled? That has been really memorable. I'll tell you one of mine.
I traveled to the Philippines, stayed in a beautiful five-star hotel in Cebu and when I rocked up went to my hotel room they had given me the room that I'd ask for, even though they told me a week before
that ‘sorry, we can't do that somebody else's book that room’ and I were initially got enough, that's my favorite room.’
However, the surprise was that they had blocked that room for me, which was beautiful and did surprise me. But when I walked into the room, they had printed out a photo of me, which was embarrassing enough. Put it onto A3 paper and then every staff member in the sales department, the general manager had all signed at wishing me a happy birthday. I now have a cardboard print out.
It's a photo of myself, but it's sitting on my desk because it's a reminder of the loyalty and how beautiful and experience that was to walk in and be recognized.
Rebecca Wiles: Absolutely. How did that make you feel?
Roslyn Ranse: Oh, amazing. You know, I will always go back. I will always recommend that property. I know the staff there, and I know that they will continue to look after my own clients as well. So for me, that was an experience that has built customer loyalty.
Well, how about yourself?
Rebecca Wiles: So when I travel, I'm usually away for weeks at a time. And it does get lonely, terribly lonely.
And one of the things that I had done for me in one particular hotel.
How lucky am I? I get to stay in five-star hotels around the world. And it was the very first time I stayed at this particular hotel in London.
I'm afraid of heights. So this hotel was at the top of a hotel. Did I say that? The hotel was on top of a building, I think the hotel started on level 40. So you can imagine I'm already starting to freak out.
But when I when I got to the reception, they had said to me, oh, we've given you a beautiful room. You know, we have floor to ceiling plate glass windows. I'm starting to feel a bit wheezy. But when I walked into the room, they had actually put a card in the room saying, Welcome to your home for the next six days.
And of course, I've looked at the view was absolutely amazing, as you can imagine. But they had said if you actually stand six feet back from the wall from the window, you actually don't feel so anxious about being this high up and then take every day, take one step closer to the window.
So not only had they already listened and understood that I was scared of heights and this was in the card. But they had helped me to be able to not overcome my fear of heights. But to overcome living in this room for six nights.
And you know what? By the end of it, I wasn't standing right. I actually lay on the floor and put my hands up and I looked out the window at sunrise one morning. And there's no way I could have done that if they hadn't have understood me.
And understood what fears I had. And that was that's never left me. And so from then, I think not only have they understood me and they've made me feel really special, but they've helped may just in that little moment. And I've never forgotten that. And I still have the card.
Roslyn Ranse: We've spoken about looking after your clients and what it means to both yourself and myself and the little things that really count. So I'd love to dive into that a little bit more. We're talking about referral programs and continuing on with customer loyalty you mentioned before - cards. And how we keep these little things.
I've got a pocketful of them and I love them when a client comes home from a trip and I received a thank you, handwritten card. It means the world to me also a bottle of champagne and goes astray.
Rebecca Wiles: You know what never goes astray but thinking about these handwritten cards you're talking about when a client comes home?
Roslyn Ranse: Yeah. So tell me from a customer point of view what we can do as travel agents or working in the hospitality and tourism industry. What can we do to go that extra mile and look after a client to ensure that they'll continue to come back to us and for us just to be able to say thank you because every piece of business means that we can do what we do and what we love.
Rebecca Wiles: Exactly and it pays our bills, right.
Roslyn Ranse: Oh my goodness! Yes.
Rebecca Wiles: So, talking about paying bills if we don't have a goal of ourselves and revenue goal or a booking goal or whatever it is. We can't be continuing with our business or continuing without a job. So we've always got to have that in the back of our mind. Any time that we're dealing with customer
loyalty rewards programs or anything like that. Just remember in the back of our minds we've got to be continuing to doing things that are going to keep bringing our customers back.
Roslyn Ranse: So wonderful that you say that because one of our previous episodes here on Travel Agent Achievers podcast was talking about how to actually measure your numbers and your KPI’s and how you must have that goal because if you don't have that goal, whether that's selling $50,000 a month or $200,000 a month, if you don't have that goal, you don't know what to achieve in order to keep a roof over your head and stay in business.
Thank you for bringing that up.
If you are interested, our listeners, they're interested in hearing that. Then please go to our show notes will link back to that episode as well.
Rebecca Wiles: Fantastic. The other thing is also sales, people remember everybody in my world, everybody is a salesperson. People made carrots live a little dangling, carrot kind of chase. And that's what goals do. They keep us accountable, said. They also get us more and drive further. So anything that we can do that can help to increase our sales, help us to achieve our goals.
And I don't care about just achieving them.
I just want to smash them.
So all of these tiny little things go a really long way. So we've talked about that. We love it when somebody does something for us. Well, now I want people to put themselves in the customer's shoes. Think about not only you, the niche travel agency, who are going to do X, Y, ZED, but you're also going to take it an extra step further, and you're going to thank them for loyalty. Thank them for being your customer. Thank you for putting a roof over my head.
Roslyn Ranse: Yeah, absolutely. One thing that I know that travel agents do get quite scared off is the money factor. So, for instance, they make $100 on a particular booking. How do we say thank you to a client with that $100 could be the starting amount.
Out of that you've got host fees, you’ve got office expenses. You've got documents that you're sending out. So plus your time. How do you then say thank you to our client without breaking the bank?
Rebecca Wiles: Exactly. So a number of ways and really Ros we're just talking about, you know, the iceberg of anything that I can go in and help people with personal or for them specifically.
But some of the tips that I would share at the moment that would not break the bank. And if we are thinking about off just a $100 commission let's say, because we can build from there, let's start from the very beginning where you might have a local cinema, that you could approach them and say, you know you could I buy a book of discounted cinema tickets that are to be used on Saturdays during the day, for example, they might cost you $7 a ticket, but that's a really nice way of giving two of those to a client to say thank you.
It's $14. It’s cost you. But what does it say to the customer how valuable you are?
Yes, that's beautiful. Now, if you don't like movies, then you're going to get these movie tickets and go, no interest. But you could give it to your daughter or your friend or whoever. But then another thing costs nothing is to pick up the phone, ask how the trip went and thank them for their business. Obviously, if the commission's bigger, you could send flowers a bottle of something, whatever it is that they're into.
Don't send a bottle of wine if they don't drink.
Or, you know you've got to know your customers and let's face it, by this time you should know them pretty well. You should know what they like and what they don't like. And if you don't know that, you have to ask the question.
Roslyn Ranse: Correct, comes back to listening.
Rebecca Wiles: Right! Another aspect that I use, even with my own customers is I have my business cards and a little stash of little thank you cards in my car and also in my briefcase whenever I'm traveling, it ends up being my cabin luggage when I'm travelling.
It's got all of my training equipment all in there. But it also carries, like, 10 at a time, thank you cards that I simply just write out attach to one of my business cards and send it.
Now it might be ‘thanks for meeting with me.’
‘Thank you for your booking. ‘
‘Thank you for allowing me to mentor you or all of these different things that it can do.’
But most importantly, it's a handwritten card from my heart. Yes, and that we've just proven that kind of
stuff goes a long way people keep handwritten cards. You don't have to be the most beautiful hand writer as well, but it's handwritten, not typed, and it's certainly not signed from your secretary.
It's signed by you.
Roslyn Ranse: And it's not just a card that says thanks so much, but traveling with me that is printed and your signature at the bottom. It actually has meaning and thought that goes into it so a handwritten card is beautiful.
Rebecca Wiles: Sit down on a Sunday night after dinner and write out all of them for the week. You stick them in the post and off you go. It's going to take you 10 minutes of your time investing. But the reaction from your customers is just priceless.
Now here's another little cute thing. But I like when I travel, I go to a touristy area or even pick them up at the airport when I'm super lazy about 10 postcards, because hey, his inspiration for your next holiday.
But it's also a thank you. So you're planting the seed for a little bit more business down the track. But it's also a handwritten thank you.
And I love the idea of wish you were here, actually, which we were both here. Something like that is a really cute way and a little fun way of like, oh, put it on your post, put it on your fridge and think about when you can next go on holidays.
Who are you going to call?
So here's another thing to think about it. It's kind of taking things to another degree, to another level at the bottom of your card or postcard. Whatever it is, create your own hashtag. I don't know if you've spoken about hashtags yet or whether this is something that your listeners could get into.
But let's say traveling with #Becisgreat. Or traveling with #Becisagreat hashtag to put go out down to the local printing place and create a stamp that you could stamp that used to go on postcards and actually get people to start using that, you know, or something down the bottom. And my accountant uses this, and I stole it from him.
The best compliment we can receive is a referral from our customers.
Don't keep us a secret. Steal it. Use it. Take it.
Roslyn Ranse: It's funny that you say that I actually have that on the back of my thank you cards, “The greatest compliment is your referral”. Oh, last time I had that as well on my email signature.”The greatest compliment is a referral from you” and from that, I know a number of other travel agents have also stolen that as well, but I think it's great.
Rebecca Wiles: Why not share the love and let's face it. Word of math is the best form of advertising.
They've already done the selling for you don't have to market to them. We've spoken about that before, but I keep coming back to this. These are ways that you can actually increase your profit margin because you're not out there doing more advertising, more marketing.
When somebody says, Hey, I spoke to Mary and she recommended me. Wow, all you need to is just do your job then.
Roslyn Ranse: But also remember to say thank you. Thank you back to Mary with your card that takes you 10 minutes to do on a Sunday night and post on Mondays to say thank you.
Rebecca Wiles: And a little movie ticket and say thank you. So thinking about the little movie ticket or something to that something along those lines. It may even be a $10 discount coupon next time you book with me so maybe Mary gets it. But so does Joe, who she recommended.
Now you've just given away if you like, $20 so that's 20% marketing fee that you just paid. It's a lot.
Roslyn Ranse: It is a lot. And that's the deep breath-rise. Oh, no, that's 20% rights gone.
Rebecca Wiles: However, Mary may not ever use that. She may never use that tender because she's like you know what, darling? I love you and you don't need to give me that $10. I just love it when you send me a card.
Phew! You haven't used it, worst-case scenario, she uses it, she redeems it. But what she's done is doubled your business because she's brought in people. So you're only paying out when somebody actually books you're not buying in advance and then spending all of this money in order to give a gift or give anything like that. Or it could be that you give a discount on travel insurance because we know the commission is higher.
So things like that think about what do you make the easiest money on?
And then what?
How could that benefit your customers?
Roslyn Ranse: Yes. So we talked about the little things, and as you say it’s just the iceberg, know you're looking at the top. What other things can you do as a mentor, a trainer for the hospitality, tourism and travel industries as part of The Training Establishment? That's the iceberg. There's obviously a lot more to go.
Rebecca Wiles: There are so many layers of ice under there. One of the key areas that I do when I'm working with teams or with individuals is that we've completely personalised all of the training that happens with them. So just like when we're talking to our customers who are booking travel with us, same with me. None of my customers in the same everybody's got different problems or different gaps that they want to be bridged. And then my training and mentorship bridge that gap.
What I mean, the difference between training and mentoring is training is where we do it to a group of people. Mentorship is one on one, and it's confidential discussions that we have signed with confidentiality agreements and the like so that we can have open, honest conversations that won't ever be repeated ever again. Part of that is that then we have a psychometric testing tool, which is a disc, yes, and so what we do with that and this is where my niche starts coming out. The people's different personality styles that they have within the business and at the workplace, as well as as a leader or a manager or on themselves, and we actually take either one or a group of 30 and we discover what their style is.
But not only do we discover what their style is, but we then also understand other people's styles. Just because they’re different doesn't mean they're wrong. We have to adapt who we are to be able to get the best of these other people in their styles as well. So oh gosh, I could talk about this for years and years.
But some of the training programs that we have in place at the moment is about being sales skills for non-salespeople. Sales skills for non-salespeople. So if we were in a hotel, it might be for the concierge or a food and beverage person, even from the front of House team. Or it might even be the housekeepers.
How can they increase sales and revenue with not being a salesperson?
Roslyn Ranse: I have been speaking about housekeeping staff. When I've stayed in different properties and staying there for a period of time, I've often got to know the housekeeping staff and they have come in and I've said can I just have an extra towel or can I swap this over? Or instead of this, can you give me some extra water?
They are generally the ones that I will recognize because I remember them and it's the little details.
Rebecca Wiles: It's what they do that changes your entire stay.
Roslyn Ranse: Absolutely. So you work with the housekeeping department to increase their sales skills and knowledge a little.
Rebecca Wiles: Yeah, absolutely. And I'm going to tell you a story about what not to do because this is quite a funny one, and it's a little bit of a visual, so I will talk through this for those who aren't able to see us. So I stayed in the hotel once, and when I opened the towel to dry myself, a great big, long black hair fell out of the tower. And as I then looked as it fell on the floor another couple of long dark hairs.
Now Ros, vouch for this. I do not have long dark, dark hair.
Roslyn Ranse: It's short, and it's blonde at most.
Rebecca Wiles: It's three inches long. So why did I go into inches? Gosh, 10cm long at most, at my absolute longest part of my head. And it's white blonde. Not long and dark night. So I then rang the front office staff and said, look, do you think you could help me just to communicate to the housekeeping staff that this is unacceptable and I actually expect more from you?
I then had an argument with the front office team about well it could have been one of your hairs on.
And it went on and on and on.
And whatever happened to the customer's always right certainly wasn't as in this particular hotel.
So I then and I have a real thing about other people's hair, like tip it to your own head. So I decided to pick up this hair and march down to the front desk. Thing is, I walked down and I asked for who was Shane, and I said, Hi, Shane, how are you? I'm in 2104 shook his hand, and I said, just wanted to bring these to you and gave him and deliver him the long dark hair.
And I just want to prove to you that they were not my hair. So things like that I don't take those stories to the end degree. But it's things like that can really change the way that we work with our customers that can actually improve the loyalty.
Roslyn Ranse: Yeah. So what would have been a better outcome? A better outcome would have been just a simple apology instead of taking it to the inquiry and finding you on it.
Rebecca Wiles: Because it made me then prove my point. A simple apology would have been ‘Thank you. I'm glad you're understanding me as a human. I want to be heard.’
So you can already see that some of these conversations that we're having are topics that I help train and mentor different people in different areas.
Roslyn Ranse: And you do this all over the world?
Rebecca Wiles: Absolutely. 97% of my business is away from where I am.
Roslyn Ranse: Which is why you spent quite a bit of time in hotels yourself. So if anybody has Bec coming to stay just keep a note of all of these things, you know what she likes and the rooms, high floors. How are you with flying?
Rebecca Wiles: Flying, yeah, that’s a bit of a challenge. It can be at times. And it's also, you know, it's about booking you right? I have dietary requirements. So it's booking the right meals, etc.
But it's also about as soon as you arrive at the airport. You know, if you're booking and you’re loyal to the airline that you're traveling with, it's an absolute breeze because they've got it all in your profile.
And you what? They read your profile and they get it right. Don't they?
Roslyn Ranse: Absolutely
Rebecca Wiles: We’ve got a lot to learn from airlines.
Roslyn Ranse: Wonderful! So we've talked about the loyalty, talked about branding and getting yourself known, your Unique Selling Proposition. We've talked about rewarding customers, clients and referral programs.
Thanks again for listening to the podcast. Please don't forget to subscribe and also send us a review we love to hear from you. Check out the show notes on our website https://travelagentachievers.com/podcast/008
On the website, we also have more resources and free downloads to help you on your journey.
Have a great weekend run and thanks so much for listening. Talk next week!
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