Morgan J. McArthur, DVM for The Veterinarian

My mother left the blustery, blizzardy northern USA to visit lower latitudes over Christmas. This was her first overseas experience and I was determined that it was going to be a memorable one.

It was, but for reasons that she/we never expected.

If you’ve traveled you know that the memories you have of a place – good or bad – are often linked to the people that you meet along the way. If all you see on a trip are airports and hotels it gives you licence to put a coloured push-pin in a map and say you’ve been somewhere (ho-hum) but that’s not really experiencing the place.

People make it memorable.

We stayed in Bed & Breakfast accommodations as we toured around New Zealand and it gave me some new insights about travel and about business.

In just over a week we stayed in five B&B’s. All were delightfully different and they offered more than just accommodation. The owners were friendly to a fault. They invited us into their homes and treated us as guests. The experience was filled with warmth and welcome. These people took great pride in their facilities and endeavoured to more than meet our needs. Best of all, they shared some of themselves while providing a service.

How does this differ from a good hotel? A hotel offers accommodation but the service is more arms-length. They’re professional. Efficient. A bit sterile. What is there about a hotel experience to generate customer loyalty? Prestige? Location? Price?

The difference between a B&B and a hotel? Simple. The Relationship. Patrons are truly guests, not customers.

My mum won’t forget this trip because of that difference.

Here’s an assignment for you between now and next month’s column. Think of a place you’d like to visit. Doesn’t have to be far away or exotic, just a weekend getaway. Arrange to stay there in a nice B&B (buy a guidebook or get one from the library). Pay attention to the service experience and contrast it with other accommodation you’ve had. And, while you’re comfortable, reflect on the service side of your business. See if the people, the place, or the policies of your outfit invite people to do business with you again and again.

Would treating the people who come through your doors as guests instead of customers make a difference? You bet. And for them it will make going to the vet a memorable experience.

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