Customer Zero
Customer Zero is VRMB's customer service philosophy which explains how treating every guest like a VIP is not an operational cost but rather a marketing investment with the power to fractal into repeat and referral business for years.
The smaller your business, the more you have the ability to cultivate Customer Zero: the raving fan (or family) who does the heavy lifting of marketing and sales for you (at no additional cost).
When VRMB looked back at the booking timelines of the highest-occupancy owners and managers, we noticed all of them gained traction with a "Customer Zero" (and in many cases several Customer Zeroes): whether it was a mother on the school board, a soccer coach, a sibling with a large Instagram following, a travel writer and her boyfriend...etc.
This pivotal player could be anywhere: recognizing the exponential growth associated with Customer Zero, we distilled the activities to cultivate down into three main phases:
- Preparation (everything that happens pre-arrival)
- Activation (using "Preparation" intel along with processes to personalize the actual stay)
- Post-Departure (how you stay in touch with former guests)
Some vacation rental hosts cross their fingers and wait for Customer Zero to walk through the door. But for the control freaks among us, consider proactively cultivating Customer Zero starting today.
Thank you for the opportunity to share with you our vision of Customer Zero. As a member of VRMB Communities, you can access the Customer Zero course content along with our "Vault" of learning materials & discussions around vacation rental branding and marketing strategies.