While everyone continues to ponder the continuous shift of marketing budgets from traditional media to digital (and social), I’m wondering why more marketers aren’t shifting dollars to enhance their organization’s ability to service guests and motivate employees.
Increasingly, the most vital marketing tool your business has is service — the kind of impassioned, caring, anticipatory, authentic service that turns customers into brand advocates willing to spread (or worse, dispel) your gospel via their social media networks. Yet, we travel marketers all too often look to our brethren in HR and operations to stoke that all-powerful flame. In a world in which TripAdvisor posts seven million reviews a year and nearly 20,000 per day, it’s easy to see how a satisfied guest has the potential to be your most powerful advocate and the ultimate marketing avatar. Read more.
