This is going to be a hit-and-miss topic for some. The reason I say that is because when I mention two specific words I either get bright shiny eyes looking back at me or I get the deer in the headlight look.
The two magic words are “Customer Service.”
How is customer service in our industry?
I have been actually surprised that, at times, when I mention customer service, no one wants to talk much about it. Yet it is a major factor of how we can change the way we are doing business. And, yes, it starts right in our own backyard.
If we aren’t already, we need to start talking about and to our customer. Asking questions and listening to what our customers are telling us, will teach us volumes about our customers’ expectations and how best to serve them going forward.
I have seen this in many different industries. Retail, gaming, manufacturing, media. It’s always the same story; a customer service focused approach will increase business.
And just what is customer service? Well, why not ask several people in our industry who get it right.
Like Jody Jamieson. A driver who spends time with his customer, meeting his fans, young and old, and giving fans (read: customer) the experience of petting his winning horse along the outside rail on his way to the winner’s circle, or throwing his race goggles to a young enthusiastic fan.
Or you can see customer service at Hippodrome 3R. Where upon arrival, you are greeted by racetrack staff welcoming the customer with a smile, and upon leaving after an exhilarating Prix D’Ete having an actual staff member, in suit and tie, thanking the customer for coming to the races.
You can also see it at Mohawk Racetrack where my wife and I were greeted by smiling staff asking how they can help.
And now I am going to stop right here because I need to elaborate just a little more on this one. Our visit to Mohawk was terrific.
Jamie Martin and staff get it. They get customer service.
They make the race an event. From walking up to the front doors and seeing a horse on display for fans to get their pictures taken with, to providing a clean and safe environment for the customer with decorations that are full of colour and displayed throughout.
And, did I mention the smiling welcoming and most importantly attentive staff?
And of course there is the Main Event...the Stars of the Show – the promotion and fanfare of the Kings of Sport.
When you arrive at Mohawk – they treat you like you are a somebody.
Full props to WEG for paying attention to the details. It’s not just one thing, it’s the entire package. The event was an “event” made whole by their staff.
That is the magic and power of excellent customer service.
In Anthony McDonald’s most recent blog on our Standardbred Canada website he writes:
“The biggest problem we have is that we are the only business I know of that has decided we should market something other than our best, most unique feature... Horses are our biggest draw. It’s something casinos will never have. The experience this industry can offer is unmatched on a casino floor...”
Or anywhere else for that matter!
The stars of the show are those majestic four-legged animals we know as Standardbreds and those incredible competitive drivers that race night after night for the love of the sport and the excitement they bring to the customer by providing an entertaining customer-focused product.
It does me proud when I go to the track and see staff engaging the customers to keep the show entertaining. Kelly Spencer at Grand River, Jessica Carnochan at Clinton, Gord Dougan and team at Hanover. They get it. They are working hard to provide fun and entertainment to every race card. Because they know we are not only in the horse business. We are in the people business.
We should never underestimate our stars of the show nor our customers who come to watch the show.
Our customers are looking for an experience. An event. Something that they can get excited about and talk about after the show. The horses are doing their job. Are we doing ours?
Our racing stars should never take to the track without a bugle call to officially welcome these Kings of Sport onto the racetrack. Our show should be indicative of the passion, energy and enthusiasm that those that are working in the industry show every day.
Have you heard the track announcer at Red Shores Racetrack in PEI? Vance Cameron calls each race like the Toronto Maple Leafs just won the Stanley Cup! If you aren’t excited about a race that Cameron calls you need to check yourself for a pulse. He gets it!
Our customers come to be entertained.
That is why I have been on the road as much as I can be, to hear what our customers are saying about our sport, our product, our association, our future. The key learning I get by talking to our customer is enlightening, and I am never surprised by what our customers have to say because they have the answers of how we can improve our sport. We just have to take the time to ask and more importantly listen!
If you want to focus on improving the business: Focus on the Customer. Focus on the service.
For you and me, it will make the world of difference.
I welcome your input and comments at [email protected].
- Dan