Funworld February 2010

Communication Is Everything

You’ve hired the right people— now, what to do with them? Tips for developing excellent employees—and, in turn, excellent customer service
by Ronnie Moore

Employees learn from managers who model proper guest service; those employees then take inspiration from their managers and turn those lessons outward when dealing with guests.

“Guest relations greatness happens when you add the right people to your product,” says customer service expert Lisa Ford, author of “Exceptional Customer Service—Going Beyond Good Service to Exceed the Customer’s Expectations.” “Once you’ve hired and trained them, they need daily huddles, ongoing training, and good modeling. Employees also need their opinions solicited. These efforts send the message that employees are valued, and in turn, they will value your guests.”

It’s imperative to create a “do as I do, not just as I say” management culture in which managers work side by side with their staff. It’s more than having management available via radio when there’s a problem. “Employees enjoy seeing their bosses scoop ice cream or on their knees talking to a small child,” says Barbara Zaha, consultant at Ideas Ink in Chicago. “When employees see there can be a love of the work, even after 20 years in the industry, that’s truly inspirational.”

With modeling good behavior in mind, FUNWORLD examines the following methods of good guest service under potentially difficult situations: establish guest expectations on busy days; provide entertainment, information, and education; think creatively; and communicate effectively to ensure rules are followed, problems are solved, and guests are happy.

 Five Phrases That Can Make Matters Worse—and What to Say Instead*
“No.” Sometimes “no” is “no.” Safety is paramount. Rules, such as “no hard casts on water rides” or “no riders under 48 inches tall,” are simply not negotiable. However, a firm, “No, you can’t do that,” should be accompanied by a, “You can do this,” be it a different ride, or, “Here’s a free pass for you to come back when your cast comes off.” Employees need to think in terms of options, while still following the rules.

“We’ll have to.” Think about how the same message can be communicated more positively. “We’ll be glad to find you in the computer” when a guest has forgotten a season pass is more welcoming than “We’ll have to look you up in the computer because you forgot your pass,” which sounds accusatory.

“No guest ever complained about that before” could more effectively be communicated by saying, “We wish that hadn’t happened; we’ll look into it.” Even an unreasonable or uncommon complaint is valid to the guest complaining.

“That’s our policy.” All rules are policy, and rules must be followed. Say instead, “That’s our policy because …” and share the reason for the rule. Most people are reasonable; they just like to know why. “It’s great when a parent says, ‘I never thought of that,’” says Natalee McArthur, guest services manager at Dream World/White Water World in Queensland, Australia. “Parents often think their children are mature beyond their chronological age, for example, so they’ll offer to sign a waiver. A child may be mature for his or her age or size, but we cannot break the rule. By giving the safety reason behind that rule, we give the parent knowledge. It becomes the parent and us working together rather than the parent and the park against each other.”

Humor can also take the sting out of an unpopular rule, such as turning off cell phones in a show. An announcer or recording stressing the rule using humor can be effective. “Naptime for your cell phone” or “No talking handbags allowed” might make guests laugh as they turn off their phones.

“No problem.” Nothing an employee does for a guest is a problem. When a guest requests something or says “thank you,” the reply should be “my pleasure” or “you’re so welcome.”
*Tips by Ronnie Moore

“Suggested language should be molded to fit the unique spirit of the employee while maintaining the intended spirit of the message,” says Ford. “Language recited as a memorized script comes across as robotic. If you hired the right people, you already have the right attitude, and a natural, sincere delivery should come with practice and management feedback.”

It’s important for employees to be skilled communicators, to know that good intentions with guests are not enough if employees are not skillful in handling guest challenges. “But that said,” continues Ford, “don’t wrap your guest relations culture and training around the 5 percent of your guests who are difficult. Create an environment where your employees can deal effectively with the challenging 5 percent and value the 95 percent of guests who are wonderful, and give those guests a happy and safe experience.”

Establishing Expectations While Communicating Information
The more information guests have, the fewer disappointments and misunderstandings employees have to resolve. “Set expectations by using the web site, signs, and automated audio messages guests can read and hear before they arrive, while paying at the gate, or walking through the park,” says Todd Derr, attractions and grounds manager for Legoland California Resort. “Our guests are continually informed in real time through our PA system about how long the wait is for a popular ride or when the next show starts. This helps parents and their kids plan their day with us and avoid the disappointment of walking to a ride or a show only to discover there’s a long line or the show started five minutes ago.”

“We have a three-point rule communications system, in addition to our web site information,” says Pasquel Terwillegar, assistant general manager of Family Fun Center and Bullwinkle’s Restaurant near Seattle, Washington. “There’s a sign out front showing photos of the rides and attractions and their rules. When guests walk through the gate, there’s a greeter who shares information verbally and with flyers. We also have the information posted at cash registers. Our guests experience these information points before they get to the ride or attraction where the information is posted again.”

Ronnie Moore is a speaker, trainer, and writer specializing in communication issues. She is the author of “Why Did I Say That? Communicating to keep your credibility, your cool, and your cash!” and “Tricks that Stick,” a writing companion. www.whydidisaythat.net