How To Build The Customer Relationship

My hair dresser does it, the vet does it and even my supermarket does it. What am I talking about? They are all great at building a relationship with me, their customer.
Why is this important? It makes me feel valued, so builds loyalty, it keeps them in my mind so I'm more likely to come back or refer others to them, and it keeps me informed of things that might interest me, such as special offers or promotions. It makes the difference between simply knowing of them to liking them and most importantly trusting them, and ultimately more of my business.
So how it is that so few hotels, meeting venues or restaurants follow this example? Of the many places I visit whether for business or pleasure few really capitalise on all the opportunities that exist to build the customer relationship.

Before
This starts before your customers arrive. Have you ever made a reservation somewhere and then suffered from ‘buyer's remorse' as you then get a bad feeling about the venue?
If taking bookings in person ask questions about their visit that might help you offer a more personal service. What is the purpose of their visit, what time will they be arriving, have they been before, how will they be travelling, do they have any special requirements for their room, dietary, access, etc? Anticipate their needs for the type of event.

During
Making personal contact with your customers builds rapport and trust. This starts with being visible - not just your staff, but some managers' presence too. But being visible is only half the story. What are you doing to reflect and convey your values and attitude to customers and staff? The way you interact with your staff and participate in the operation gets noticed.

After
Show you appreciate their custom; a little thank you note of some description goes a long way, even better if it is personalised in some way; hand written better still. This is an ideal time to ask for feedback, testimonials for reviews too.
Keep in touch. Tell your customers what you are doing. What have you done as a result of customer feedback, what's new, what awards or accolades have you received.

Source: ehotelier.com