Winning The Customer Service Game

About the Episode:

In this episode, Jeremy talks with hospitality expert and former Vice President of Hospitality VIP Marketing and Lifestyle VIP Services for Caesars Entertainment, Pasquale Romano Jr. They discuss the most underrated aspect of customer service, the role that empathy plays in relationship building, why a good employee experience is essential, the importance of constantly auditing the consumer experience, and more! 

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Key Takeaways

• Follow-up is key: Authentic, personalized follow-up can build loyalty and improve customer satisfaction.
• Empathy matters: Building genuine relationships with customers or students requires empathy and sincerity.
• Leveraging technology: Tools like CRM systems and AI-driven personalization can significantly enhance the customer journey.
• Options improve engagement: Offering customers or prospective students the choice to tailor their experience leads to higher engagement and satisfaction.
• Constant auditing: Regular evaluation of processes ensures continuous improvement, whether in hospitality or higher education.

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Episode Summary

What is the most underrated aspect of customer service?

Pasquale Romano believes follow-up is the most underrated aspect of customer service, especially in hospitality. It’s not just about greeting guests warmly but also about reaching out post-visit to build ongoing relationships. Sending a simple message to check on their experience or remember life events like birthdays shows authenticity and effort, which are often overlooked.

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How can higher education learn from the hospitality industry’s approach to customer experience?

Romano discusses how creating an unforgettable, personalized experience is crucial in both industries. He suggests that colleges, much like hotels, need to give prospective students options for customizing their campus visits. By allowing students to select which aspects of the school they want to explore—whether it's academic departments, sports facilities, or student life—schools can increase engagement and improve the likelihood of students showing up for these events.

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How does empathy play a role in customer service and student recruitment?

Empathy is essential for connecting with both customers and students. Romano emphasizes that authentic relationships, built on genuine care for the individual, can make all the difference in a crowded marketplace. Whether in hospitality or higher education, taking the time to understand the customer’s or student's needs fosters trust and loyalty.

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How do you differentiate in a competitive industry?

According to Romano, technology has reshaped how industries, including hospitality and higher education, compete. The rapid pace of communication, driven by tools like CRMs, means businesses must follow up within minutes, not hours, to secure customer loyalty. Offering a seamless, customized journey through these systems gives organizations a competitive edge.

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How can leveraging technology improve student recruitment?

Romano suggests that higher education institutions should better utilize their CRMs to build personalized student profiles, track communications, and stay proactive. This allows schools to better understand each student's preferences and needs, improving recruitment and retention rates.

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What role does auditing and feedback play in continuous improvement?

Just as Caesar's Entertainment used constant audits and feedback to refine the guest experience, higher education institutions must regularly evaluate their student engagement processes. Romano advises conducting both surveys and personal follow-ups to capture a complete picture of what’s working and what needs improvement.

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Connect With Our Host:
Jeremy Tiers

https://twitter.com/CoachTiers

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About The Enrollify Podcast Network: Mission Admissions is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Some of our favorites include Generation AI and The Application with Allison Turcio.

Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.