As I write this, its been just over 24 hours since Howard posted the response he received from
Disney Cruise Lines. Its been interesting to read everyone elses responses. Someone asked if I had an opinion to offer
I have been mulling it over. Yes,
DCL did assure Howard that theyd look into correcting their processes so that they give more accurate information. This is good. Score one for DCL. They also assured Howard that they were considering his and other correspondents comments about these rooms and were considering reclassifying them. Again, this is good. Some may call it lip service, but I agree with other posters that this was an adequate and appropriate response by DCL on the first two points.
But is this enough? I was almost willing to say yes, <i><b>but</b></i>
Today was my sons first day of kindergarten
a significant milestone in any childs life and also in their parents lives. To celebrate, we went out for dinner this evening. We chose <a href="http://www.williamsonbros.com/"><font color=blue>Williamson Brothers Bar-B-Q</font></a>, a local favorite here in Marietta, Georgia and one of the best barbeque restaurants in the greater Atlanta area. Their ribs are (usually) to <I><b>die</b></I> for. The meat falls off the bone
its drenched in their great, peppery sauce
absolutely fantastic ribs. But not tonight. By some unusual fluke in their quality control, the ribs were fatty and the meat was tough. If this were the first time Id ever been to Williamson Brothers, it would also have been my last. I would have wondered what all the hype was about. Oh, and my Texas toast was stale.
I decided not to complain. After all, if nothing else, I could take the ribs home and trim the meat off for my dog to eat. And the Texas toast was just a piece of bread. My wife suggested that I should tell them that they werent producing a consistent product
that they wouldnt know how to improve if they didnt know they hadnt satisfied every customer.
When our waiter asked if we were ready for take-home boxes I said, No, these ribs were rather disappointing. I wont be taking them home. Without delay he summoned a manager to our table. She inquired about our disappointment. She offered to either bring me another slab of ribs or to take the ribs off my check. I chose the latter option. Id sampled three or four of the ribs hoping that the problem was just with the first one I tried. Between those few ribs and the side orders I'd eaten, I was no longer hungry; I didn't <b><i>need</i></b> another slab of ribs. Cheerfully offering to take the rib platter off the check was the right thing to do.
She also assured me that she would check on procedures in the kitchen so that they would not serve stale bread again.
Now let me tell you what she did <I><b>not</b></I> do
she didnt send over a bowl of Brunswick stew. They have good Brunswick stew at Williamson Brothers, but I came there for their ribs. She didnt send me a slice of banana cream pie. Their banana cream pies are almost as famous as their ribs, but we were planning on going out for ice cream afterwards. And had she not offered the refund but I had requested one, I doubt she would have said
No, sorry. You ate your side items including half of your Texas toast. You ate some of the ribs. And we gave you Brunswick stew and banana cream pie, which is valued at $4.98. We cant offer you any additional compensation. If this had been you and this had been their response, would you have been happy with the situation? I doubt it.
No, the manager at Williamson Brothers immediately offered an acceptable remediation <b><I>of my choosing</I></b> and did so cheerfully. She didnt tell me she had to check with the restaurants general manager or with the Williamson brothers themselves. She was empowered to correct the situation immediately, and as a result, I am so pleased with their service recovery, theres no doubt that I will be patronizing this restaurant again.
Do you think Im pushing this parable too far? Im not so sure. Howard and Cams requests were not outrageous. They were asking for the difference in price between the category paid for and the category that, effectively, they got. They werent asking for a full refund. Williamson Brothers offered me a <b><i>full</i></b> refund... without my even having to ask for it... and they let me choose which remedy would make me happy.
Howard and Cam were also asking for DCL to take steps so that future guests would be spared this disappointment. Nobody asked for or even suggested that anybody should be fired
simply that they take this as an opportunity to improve their level of service as a benefit to their future cruisers. I certainly didnt want the kitchen employee who served me stale toast to be fired
I was more than satisfied when the restaurants manager assured me that corrective action would be taken.
To those who think that Howard and Cam are grumpy old curmudgeons who would have been unhappy with whatever response DCL made, I disagree. They specified what it would take to make them happy. Despite the problem with my ribs, and because the manager did the right thing, I was very happy with my visit to Williamson Brothers. Howard and Cam's requests were not unreasonable. DCL's decision to respond by paying lip service to two of their requests and denying their third request (based on the absurd idea that the unsolicited gifts were, in any way, comparable to what Howard and Cam were asking for) is
to use a word used by <I><b>several</b></I> of the previous posters
<I><b>disappointing</b></I>. Howard and Cam enjoyed their cruise, and if DCL had responded appropriately to this service situation, they would have been completely satisfied with DCL.
Several posters have noted that DCL is a business
they cant just go throwing around refunds. Yes, it is. And I agree with you to a point, <i><b>but</b></i>...
First point
Howard and Cam werent requesting a full refund
just a small token of category difference.
Second point
DCL has (by now) spent far more in labor than the monetary amount requested in considering this case both onboard and back at their ivory tower in Celebration (an inside joke to anybody whos ever seen Celebration). The monetary amount requested was not significant. But its a <I><b>tangible</b></I> token of DCLs professed regret.
Third point
it is a generally accepted rule in business that it costs <I><b>ten times</b></I> more to acquire a customer than it does to keep an existing customer happy. <I><b>Ten times!!!</b></I> DCL has a huge marketing budget
weve all seen and snickered at the ad where the little girl tells everybody in the elevator about her little brother whos known as a little souvenir of their cruise. DCL spent a lot of money leading you to believe that everybodys going to have warm, fuzzy memories that last more than a year afterwards. Again, I submit that the monetary amount requested by Howard and Cam was, by comparison, chump change.
Fourth point
(related to the third point) as paulmc80 stated in his excellent post
if you make a mistake and give your customer bad information
you do whatever it takes to make it right with the customer. Paul said hes willing to forgo making a profit from that customers transaction if it means that hes going to keep that customer. Paul
youre the kind of small businessman I like to do business with. Im not only going to give you my repeat business, but Im going to refer other business to you. Ill tell folks that its worth the drive to go past the big-box retailers to do business with you
that it will be worth their while because theyre doing business with an honest, respectable, hard-working businessman who respects his customers. Sure, the profit margins in the cruise industry are thin. Maybe, just maybe, despite the thousands of dollars that Howard and Cam spent on their cruise, if DCL had awarded them the small monetary amount theyd requested, they wouldnt have made a profit on Howard and Cams passage. But that would have been a small investment to make to ensure that Howard and Cam continued to be happy customers and would continue to refer their friends to Disney because of Disneys superior level of service.
Fifth point
somebody suggested that if DCL caved into Howard and Cams demands, theyd be flooded with other people demanding refunds for petty grievances. Sorry, but I disagree. Theres another thread on this board that has also gotten a lot of attention and many, many posts. DCL responded to a special situation and offered a complimentary category upgrade and other amenities. Everybody was very happy. I am, personally, delighted. I, like everybody else, love a happy ending and am delighted that DCL stepped up to the plate here. I hope that family has a truly Magical time. And everybody else, I'm sure, hopes so too. But because DCL was able to offer these things to this family, do you think now therell be a rush of indignant passengers calling DCL and demanding that they also receive complimentary upgrades? I doubt it.
Sixth point
Disney is not just any old company. They have been setting the standards in customer service. allshookup gave a wonderful account of how Disney should properly respond in a service recovery situation. Yes, it cost them money
the cost to Disney in that situation undoubtedly wiped out any chance of a profit on allshookups business for that visit, but you can bet that allshookup came away with a positive impression about the Magic in Disneys name. And you can bet that she's excited about planning future trips to WDW because she know she'll get no less than what she paid for. And, by the way, the cost to Disney was <i><b>far</b></i> greater in allshookup's case than what Howard and Cam were asking for. As Ginny had noted, Disney literally wrote the book about good customer service. They have been a model of fine guest service for many industries.
They definitely dropped the ball here. Again, to quote Ginny, whomever wrote that letter (and allowed it to be mailed) just doesnt get it. Perhaps DCL should send their managers to take customer service training from Williamson Brothers.