Service, Please

Joe Wilcox | August 01, 2004, 06:04 PM

Yesterday, my family kicked off our first vacation in four years, traveling cross-country to San Diego. Meticulous research backed what we thought were well prepared plans. But problems started as soon as we checked into the hotel.

My father-in-law, who lives in San Diego, recommended several hotels on Clairemont Mesa Blvd., which is close to his house and just a bit further to the beach. My daughter and I picked the hotel after scouring the properties' Websites. Excellent rates (how's 99 bucks a night), well-known, nationwide brand name, gorgeous rooms and free wireless Internet access swayed our decision.

We got the rate, the brand name, the wireless but not the room. Our shabby room looked nothing like the one displayed on the property's Website. Turns out the rooms on the Website were from the hotel's "executive building," which made up a small percentage of the property.

Next door, at another property recommended by my father-in-law, were gorgeous rooms, free buffet breakfast, free wireless Internet access and other amenities. So my daughter and I checked on rooms there: Available for every night but our last one. From the property's Website, I would never have guessed how good the facility was.

So, back at the other hotel, the night clerk said four people would be checking out of the executive building and that I could switch to a room there. But, this morning, the day manager said the rooms were taken and that I was mistaken; the agreement was to move me a few doors down, he claimed. Funny that the night clerk gave me a printout of the property with available executive rooms checked off.

Frustrated, and ticked off at the misleading Website and disappointing service (never lie to a customer), I made one more attempt to get into the neighboring hotel. Shock upon shock. Soon after I checked on rooms, someone cancelled a reservation for the last day of my planned stay, and the night clerk booked a reservation for me in the name of the hotel. She didn't have my name or cell number, but took the chance I would come back.

It's not rocket science to figure out that we switched hotels, gladly paying an extra $40 a night.

The moral:

* You still can't believe everything you see on the Internet, even though there is a reasonable expectation about big-name, well-known-brand companies. I researched the properties online and called both to checkout the facilities. The lesser hotel did a much better job in Website presentation and giving me the answers I wanted to hear on the phone. The other failed in both areas and so initially missed my business.

* Service still counts for something. The misinformation given about changing rooms at the first property left no doubt my family would not stay there another night. At the second property, the night clerk gave good service before I was even a customer. She reserved a room on the chance I would come back. A risk that paid off in a happy customer that will tell everyone about the great service.

* Businesses using the Internet for customer service, leads and information need to more seriously look at how effective are their Websites. JupiterResearch surveys show an increasing number of consumers going to vendor Websites to research purchases before going to the physical stores. If you're not sure about your Website's effectiveness, JupiterResearch analysts are available for site analysis and, where necessary, make recommendations for getting the most value from your site operations. Our site operations guru is Eric Peterson, who coincidentally is here in San Diego.