Agent Diary: We need to pull the plug on impersonal email enquiries

We need to pull the plug on impersonal email enquiries and get back to nurturing our local community, says Arundel Travel director Helen Parry

In the words of Rodgers and Hammerstein: “Getting to know you, getting to know all about you…”

Today we have had wonderful conversations with our customers, who have braved the snow for a cuppa and some holiday inspiration. We have talked about all sorts: getting stuck in the mud, wine tasting and noisy hotel neighbours. Magic Mike was even thrown into the mix by one customer.

Today we have had wonderful conversations with our customers, who have braved the snow for a cuppa and some holiday inspiration

Let me set the scene. We chose to open Arundel Travel in the heart of a thriving community, have a warm and inviting shop, an open door, and a team who are delighted whenever someone walks through it. After all, a travel business is all about its customers, building friendships and sharing experiences.

Over time, we’ve got to know our customers, including their likes and dislikes, and used their knowledge to enhance our own. We take them out of their comfort zones by personally recommending holidays that we think they’ll love; in return, they have become our friends, popping in to say hello, have a quick natter and show off their holiday tans!

‘Email culture’

Then Covid came along and, overnight, our open door was locked for an unknown period of time. Our bustling, inspiring shop turned into a call centre, with email the main form of communication. We didn’t like it, but we made it work as we knew this change wasn’t going to be for ever.

We are now inundated with enquiry requests sourced from Google and Facebook. It’s got me thinking: is this a good problem to have?

Fast forward a few years, however, and what we thought would be an easy return to normality is proving to be a little tricky. The biggest hurdle we are struggling to overcome is ‘email culture’ and managing our time. We are now inundated with enquiry requests sourced from Google and Facebook. It’s got me thinking: is this a good problem to have?

To be honest, I’m conflicted. When we receive an email from our regular customers – someone we have grown to know well over the years – we are delighted. Ideas start flowing through our minds, we pick up the phone, have a chat with them, arrange for them to come and talk through the options we have found, and our relationships continue to grow. Plus, more often than not, we get a recommendation to a friend and the circle continues.

Wasted time

On the flip side, we can spend a considerable amount of time working on a Google enquiry for someone who has no phone number and is contactable only via email. Then, we’ll send them a quote – and never hear from them again!

That’s three to four hours of hard work to get it right, only to come away with no booking, no recommendations, no relationship – and not even a thank you. At the same time, we’ll have been desperately trying to make sure our loyal customers still receive the high level of service they rightly deserve.

We can spend a considerable amount of time working on a Google enquiry for someone who has no phone number and is contactable only via email

Ultimately, a decision on how to play it must be made. Of course, we don’t want to lose any new business, but we can’t continue to chase those unobtainable bookings. We need to believe in the founding principles of our business: a community, customer care-focused and face-to-face service.

Training staff is good investment 

We have restarted our in-shop training, as ensuring we invest in our team is imperative. Many of our staff members are very new to travel, which was our choice as we wanted to open up opportunities to school-leavers and people changing careers. Last week, we had a fantastic visit from Newcastle airport sales executive Laura Hartshorne.

We learnt so much about the facilities and routes available, proved by the fact we did a booking the next day from Newcastle to Hurghada.

We would love more face-to-face training from operators, tourist boards and hoteliers. My plea to suppliers is: please don’t forget about small individual shops like ours. Help us invest in our team’s knowledge, and we will reward your loyalty.