Customer service is the key to all business relationships. We need to deliver what we promised and stay true to our brand. Good customer service is expected. Great customer service builds brand loyalty and accolades from others. In the sponsorship world, this is so true. We need to service our sponsors and the sponsors need to deliver to their target audiences, be it consumers, B2B, employees, government, or whomever. When we fail at great customer service, we open the door to someone taking our customers. It is human nature. If I can find a comparable product for a similar price and get better service (or am dissatisfied with the existing supplier’s service), I will move my business.

I wanted to share a recent story about travel and customer service. This is my story—not one I found. I lived it and experienced it. It illustrates the highs and lows of customer service, all in a few short days, from a series of different suppliers. I do mention names of companies, because in the end, all reached or exceeded customer service levels of standard.

As many of you know (who get my out-of-office emails), I travel a lot. I travel about 150 nights a year. Overall, I am treated very well in the hotels where I stay, as well as by the airlines and rental car agencies I utilize. But back in September, I had what started out as a “trip from hell.” I was flying out on a Sunday night on Air Canada from Calgary to Vancouver for meetings in Vancouver all day Monday and Tuesday morning. I was then travelling up to Whistler for what turned out to be an amazing opening reception at UBCM put on and hosted by the Resort Municipality of Whistler (it was terrific!). Then, I would return to my hotel room that night in Whistler and rise Wednesday morning at 2:30 a.m. to be on the road at 3:30 a.m. to catch a flight out of Vancouver International Airport at 7:15 a.m. on Air Canada to Edmonton, where I would stay for two nights for meetings and a speaking engagement at the Alberta Union of Municipalities Association (AUMA). Then back home to Calgary on Friday afternoon.

My flight left late from Calgary on Sunday night. We got in on time, but I was starting out “late” in my mind. I had checked luggage as it was a five-night trip and I had materials to share at events and meetings, etc. I waited for my luggage. It had been tagged “priority” and should have come off first. I waited and waited. Everyone except one other couple had their baggage and was long gone. The carousel was still running. There was still hope for my bag! I looked at the couple and they looked at me. One of them said, “It is comforting to know someone else is still waiting on their baggage, so we can presume that it is not lost, just still coming.” Then the other one of them said, “Oh, we are at the wrong carousel. This flight is from Calgary. We came from Toronto.” My heart sank. I had that dreaded feeling of everything is in there: clothes, toiletries, presentations, business information, etc. I had now waited 40 minutes for luggage that was never coming.

I went to the Air Canada desk to report my situation. I was steaming. I knew enough not to yell or be rude because they would just ignore me, and they still controlled my bag’s possible return (deep down, I knew they had nothing to do with my lost bag—they just worked for the company that lost it)! I told him that my bag had not shown up. I then commented that it must have been the six or seven connections between the Calgary to Vancouver direct flight that caused the luggage to be misplaced. The agent looked up, thought, and said, “You got me there. I almost started to wonder about stops. Sarcastic, but amusing” he said. He smiled. He had broken the barrier. He then proceeded to do his job, went to track the bag, etc. He researched to tell me I had $100 to spend on toiletries, clothes, etc. for the first 24 hours and then another $200 if I needed it and my bag did not arrive within 24 hours. He sent me on my way. I felt way better, less angry (still upset, but less angry at Air Canada). He had done his job. He was helpful, amusing, and seemed genuinely concerned. That evening in my hotel room, they called me to say they had tracked down my bag and it would be delivered to my hotel in the morning. That alone provided a huge amount of comfort—again great customer service. They did not have to phone, but they did. Well done, Air Canada. You won me back!

I then went to pick up my Budget Rent-a-Car. There was a long line and two people working the counter with customers that took over 15 minutes each to serve. I waited in the Fast Break line. The manager came in from the lot and quickly jumped behind the counter and took me next. Great service. He could have retired to the office behind, but instead decided that waiting customers were a priority. I presented my credit card and driver’s licence. He said it was not the same card as on the reservation and he needed the correct card. It was my AMEX. The number he had was from a compromised card that we cancelled in April and were re-issued a new card. I had used Budget twice since then. Not an issue. Now, here I am with no luggage, behind schedule, and I cannot get my car! Eric fixed that. (I became one of those 20 minute people holding up counter service, but he took care of me.) He had to cancel the previous reservation and re-do it. Then he actually got me a better rate! We updated my profile with the correct information and hopefully it will not happen again. I went on my way to the Holiday Inn and Suites on Howe Street in downtown Vancouver.

But upon checking into my hotel, they did not have my reservation or even my loyalty information. I had just lost my luggage, had trouble getting a car, and now issues at the hotel. I had the confirmation number and all the details. They re-entered everything, took a long time (getting me more frustrated). I clearly informed them this had not been a good trip with no hotel room, car, and baggage issues, etc. Finally, the desk clerk got me my room key and I was on my way. I walked into the room and it was great. It was not just the standard room that I had booked, but rather a suite. It was comforting and appreciated. She had seen what an awful evening I had and upgraded my room. That is great customer service. I will return to that hotel.

On Monday, I was driving in my Budget Rent-a-Car from meeting to meeting. Just as I was heading from downtown to a lunch meeting on Commercial Drive, my car seemed to stall. The “transmission failure” light came on. “Take in for immediate service,” it shouted. I was almost at my lunch location, but I pulled over to parallel park. I front entered and then went to back up to park in the space. The car would not work in reverse. Transmission issues! Great, this is all I needed. No car, have to drive up the Sea to Sky Highway the next day, and now late for a lunch meeting. I got to lunch where my guest Octavio Silva was very accommodating and listened to my rants. He was terrific. He also understood that I had to call Budget for help. I called the 800 number and was told to leave a message. That was not acceptable. I tried other numbers, and finally after much frustration, connected with a live person. I told them what had occurred and that I needed a new car delivered to me on Commercial Drive. The agent said, “You will need to come into one of our locations.” I lost it. How was I to get there? What was I to do with the car? What about the rest of my afternoon meetings to earn a living to pay for the rental? I commented that it was their car, it didn’t work, and it was their responsibility. I was very mad (understatement). I vowed that this would be my last rental with Budget. He said he would look into it and took all my details. Ten minutes later he called back. Two drivers were on the way. Just as Octavio and I finished lunch, Budget arrived. The two drivers were hospitable, friendly, and understanding. I apologized for inconveniencing them and having them come out to bring me a car (I am Canadian; I apologize when I don’t need to). They said, “No problem” and were terrific. They got me into the car and we were on our way. It was a really bad situation, but solved, and I am again trusting Budget and will use them again. Great customer service (even if it took a bit of time to get it) wins over the customer.

Then upon arriving in Edmonton at 10:30 Wednesday morning, I went to my hotel The Matrix and asked for my room. One was not ready. Surprise! It was 10:30 in the morning. Here again, I received amazing service. This is part of the email I sent the GM and the front office manager Wednesday night:

Jay,

Thank you and your staff for the bottle of wine and the Tim Horton’s card and nice notes that accompanied them.

But I also wanted to tell you what a pleasure it is to stay at your property. When I come to stay at The Matrix it is beyond regular customer service. I know you treat all your guests well. But your Guest Services team and all staff go well beyond the traditional “hospitality.” I have not been on site for about 3 months, but when I walked in at 10:30 in the morning, probably before the front desk was thinking about check-ins, more focused on check-outs… Thomas greeted me by name (pronounced correctly) and welcomed me back, before I could even say who I was. Though my room was not ready (it was 10:30 am and you had a full house last night) he accommodated me as best he could, checked my luggage and I used the MZ Lounge to work until I had to head out for a lunch meeting at 11:30. The breakfast ladies were finishing clean up in the lounge. One welcomed me back to the hotel (not knowing my name but recognizing me as a regular) and said she missed seeing me at breakfast this morning (little did she know I was not even a registered guest as yet) and hoped to see me tomorrow. WOW!

As I walked out to my lunch meeting Thomas again said hello, apologized for the fact he did not have a room for me when I arrived but it was now ready. I thanked him and said I would get it when I came back from my lunch and afternoon meetings. WOW again, name recognition and had a room for me 4 hours before “check in time.”

I drink tea and always ask for a kettle to be sent to my room wherever I stay. Each time I check into The Matrix or any other hotel, I either ask at the front desk at check-in or call down once in the room and request a kettle. Today I forgot to do this. But 5 minutes after I was in the room, there was a knock at the door. There was a gentleman from housekeeping with a smile on his face and saying, “We forgot to put this in your room before you checked in… sorry.” Your staff remembered (I know it is in the folio somewhere, but still taking it from a note to an action deserves commending) I needed a kettle and they got it to me before I could even ask.

Today we live in a hustle bustle world where true caring and hospitality often fall by the wayside. As I said, most hotels treat me well. The Delta in Regina and Jim Kilkenny’s staff are outstanding. But the way you treat me here at The Matrix is amazing. Thank you and all your teams for making me feel wanted, appreciated and “at home.” Thanks for making my hotel selection in Edmonton very easy. I have no need to stay anywhere but The Matrix.

Customer service is key. You can have the best product in the world and a great price, but if your service sucks, you will lose the business. Everyone makes mistakes and cannot accommodate you 100% of the time. Crap happens. Baggage gets lost. Cars break down. Hotels are full. But when great front line staff give great customer service, we can overcome bad situations.

Tell me your worst service story. I would love to hear if they won you back. Or just tell me about a great service story that builds on your existing loyalty like The Matrix did for me.