Shop floor success: agency managers reveal the secrets to making 'clients for life'
Sarah DennisCustomer service is the cornerstone of most service industries, but if you’re a travel agent it can make the difference between a one-off sale or a client for life, according to branch managers at the UK’s largest independent agency.
Five Hays Travel’s branch managers - including a 2023 Travel Industry Awards by TTG winner - took to the stage at the agency’s recent conference in the Algarve to share their experiences and learnings of what makes great customer service.
With a combined 130 years experience in the industry, these managers shared with their peers their tips on how to keep clients coming back, the tools to ensure they continue to develop knowledge, and how they use their best assets, including their own personality, to ensure their customers are clients are for life.
'People buy from people'
Aged 17, Jo Dobbie’s first move into the industry was the Co-op travel agency in her hometown, but within three years she was moved to another branch as manager. She managed that branch for 22 years before being headhunted by a Hays Travel Independence Group member to manage a new out of town shop in Aylsham, which later became a Hays Travel retail branch.
“Many moons ago, someone said to me: ‘the first product you should sell is your personality. I have always remembered this. Personality is our tool for making our clients feel the warmth of our branch, and wanting to book their well-deserved holiday. We make sure our sales approach is fun, we don’t want to sound like robots. It’s not just a concern for making a quick sale.
“People buy from people. We interact with our clients on social media and are not averse to creating TikToks at work to show the fun we have. Using our personalities as a sales tool has created clients for life, who will book time and time again, and who will confidently recommend us to our family and friends.”
Jo Dobbie, branch manager, Aylsham.
'Customers are not just a transaction'
Martin Brown started his travel career as an overseas rep in Portugal in 1999 with Thomas Cook's JMC brand. After a role exchange in a Thomas Cook branch, he decided to stay in Carlisle in 2003, where he was a sales consultant until 2009.
“It’s all about the first impressions. Before a customer enters the store, it needs to look fabulous. As a manager I am always on the shop floor – as managers we need to lead by example. We often have team challenges, such as ‘beat the manager,’ who has the highest margin. We talk to each other, interact with each other’s customers and share the experiences.
“We have a lot of regulars, so we use their name, make them feel welcome and genuinely thank them for coming back to see us. They’re not a transaction, they’re a customer for life. “It’s not a case of sitting a customer down, logging into the computer and going straight to that transaction, it’s discovering what’s important for the customer, what we can do to make that customer feel special, what lasting impression we give to ensure that customer tells their friends and their family.”
Martin Brown, branch manager, Carlisle.
'Learning and development shouldn’t be a tick-box exercise'
Hayley Gadd started in travel 25 years ago as a Lunn Poly apprentice and has been a manager for over a decade. She joined Hays Travel Bridport in 2018 and after seven months was asked to run Weymouth. Gadd was named branch manager of the year at the Travel Industry Awards by TTG in September.
“We really shouldn’t see learning and development opportunities as a tick box exercise. By engaging in training, we make sure we make the most of learning opportunities and that we are much better placed to deliver a higher level of detail. It gives our customers confidence in our ability, so when we’re able to talk to them about all the different products, services, campaigns and offers, they really do feel they are in the best place to book their holiday.
“My team regularly share their own travel experiences and we invite client partners in to the store to make sure we are regularly trained and updated. We use Facebook as a brilliant tool to help us share these experiences, and our prospective customers who may not already buy from us will be able to know that we are willing to constantly learn and evolve.”
Hayley Gadd, branch manager, Weymouth.
'From happy customers, good sales follow'
John Stewart started his career in travel aged 16, first at a local independent. After a varied career across Scotland, John Stewart Travel was formed on 30 September 2019 (after Thomas Cook’s Dundee branch closed) and the following month, opened its doors as a Hays Travel franchisee. Stewart has grown his team to 23 staff across two stores.
“If you treat people right, value, develop and reward them they are happy and they make customers happy – from happy customers, good sales follow.
“We start every day exactly the same. Our team receive an update on our group chat every morning and that chat is sales-based largely, but we also talk about service. We use that opportunity to celebrate successes and it helps with communication and sets that mindset of being customer-obsessed before the store gets opened.
“It’s the service that delivers the sales. We maintain a 50/50 sales and service culture. It’s high interaction and it’s fun. And it’s not only customers who comment, suppliers love visiting us.
“For me, it’s about how we are as leaders – how do you inspire, lead and motivate your team to deliver the best service every day?”
John Stewart, franchise owner, Hays Travel Dundee.
'It’s about how we improve'
Emma Manley joined Hays Travel in December 2019 from Thomas Cook and has been in the industry for over 20 years. Her travel career began as a part time ‘check-in girl’ in a Thomas Cook store whilst studying a leisure and tourism degree.
“Service is included in our morning team talk. We discuss observations and customer issues over the prior day and any complaints or feedback we’ve received. For me, it’s about how we improve. Every day I take some time out to make some service calls to our customers.
“I want to see every customer welcomed as soon as they enter the store, I want to hear positive friendly language, see big smiling faces. When the customer sits down with us, I want to hear lots of questions to identify their needs, not just ‘where and when do you want to go?’.
“Service delivery is making sure my team give our customers everything they need. I’m constantly challenging and questioning them, but essentially, I want them to be the best they can be and deliver the best possible service, so my customers don’t need to go anywhere else.”
Emma Manley, branch manager, Broughton.
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