Regardless of what industry you are involved in, you will need to
gather information about your past, present and future customers, clients or guests at some point. This is very important in helping you to understand and meet their individual needs.
When gathering this information its vital that you do as much as you can in a single interaction because it will ensure that you maintain a level of professionalism in your approach. No one needs three phone calls or emails asking for further information that you have forgotten to ask
the right questions.
Different ways to collect this type of information can be any of the following:
1. The best way to do this is in person. This is an opportunity to get to know your client to gather information through the more directive questions as well as in open conversation.
2. Telephonically can be as effective though not as personal. You can jot down notes while you are chatting and of course if they have supplied you with a home telephone number you could consider making some of your calls after hours, provided your call is brief and non intrusive.
3. Email communication: This can be the most time effective method especially as not everyone is available to chat or sit with you in person. It allows the client to fit your need for information into his schedule thereby minimising the intrusion. You could follow up the email with a call responding to their information. You may think this is expensive but consider it an investment, the more personal and meaningful the interaction, the more likely your client will be impressed.
4. Newsletter Signup on your website: This is especially useful for maintaining constant contact with current and potential clients. They may not make use of your services initially but after a few newsletters with the right content - newsletters could convince them that they want to make the most of your services. Ensure that your signup form is not too lengthy but that you get the most important information.
4. Competitions or Giveaways: This might cost you a night or two or an extra guest - the value of the added contacts will be worth it. Not only will you get some publicity but you will also create interest in your enterprise.
5. Questionnaires: Think this one through very carefully and make sure that you have made the most of this opportunity. Ask the most important questions in the first part of the questionnaire to ensure that the information that might get left out is not the important 'stuff'. Make sure that this questionnaire can be emailed as well as sent via fax or mail as not everyone makes use of email.
You may need to grow your customer base but how do you do that if you are not already making the most of the ones you currently have. And as your customer base grows so will your ability to develop relationships in a professional and effective way.
The next lesson will be about what to do with the information you have gathered.
Tourism and the Web 
