>La Grande Observer | Union and Wallowa Counties' News Leader

COMMUNICATION'S THE KEY: Instructor Tressa Seydel gives some tips on how to interact with customers and keep them coming back. (Observer photos/BILL RAUTENSTRAUCH).

- Bill Rautenstrauch

The Observer

With tourists spending more than $30 million a year in Union County, Janet Dodson and Tressa Seydel have a message for local businesses: do what it takes to keep 'em coming back.

Seydel and Dodson joined forces last week to awaken area workers — especially those involved in tourism-related businesses — to the importance of good customer service, and to the wealth of recreational opportunities available to visitors.

In sessions Thursday and Friday at the Integrated Services Building on Gekeler Lane, Dodson, director of Union County Tourism, and Seydel, a former UCT board member, taught "Hospitality 101," a crash course in customer relations and region-boosting.

"Once we get the visitors here, we want them to stay awhile. What that means for you is job security," Seydel told people at the Friday session.

Seydel, who likes to stay active in UCT affairs even though she's no longer on the board, had charge of the customer service portion of the course.

A big part of her message? Customers aren't likely to return to a business where the employees walk around with an I-don't-care attitude.

"It's not so much that the customers are treated badly or rudely, but because they're treated as if they weren't there," Seydel said, citing a statistic that says 68 percent of customers switch firms because of perceived indifference.

These days, Seydel works for the Union County Commission on Children and Families. In the past, though, she's had a variety of retail jobs — including a long stint at a Wal-Mart customer service desk.

That was a sometimes-trying occupation, but, as she told the Hospitality 101 students, a positive attitude carried her through.

She said she always tried to remind herself that only six or eight out of 100 customers will be cranky and hard to deal with.

"If you go to work with a good attitude, you're going to have a good shift. That's going to affect your bottom line," she said.

Among other things, Seydel asked her students to remember that first impressions are the lasting ones. She said that in about seven seconds, customers make decisions about the persons waiting on them.

She emphasized the need for clear, friendly communication. In face-to-face situations, it's important to smile, make eye contact and be genuine.

"You might say, ‘Have a great day," but if your tone of voice and body language isn't saying it, the customer will know," she said.

When problems do arise, Seydel said, it's important to keep argument to a minimum and to pay attention to the task at hand.

By identifying a problem, focusing on the customer and involving the customer in finding the solution, an employee increases the chances for return business.

"Always try to turn a negative situation into a positive one," Seydel said. "Don't say, ‘I don't know.' Say, ‘Wait here and I'll try to find the answer.' "

For all of that, Seydel said she takes exception with the adage that "the customer is always right."

"There are times when the customer is wrong. No employee should ever tolerate verbal or physical abuse," she said.

At the outset of Friday's class, Dodson had participants compile a list of "things to do" in Union County.

Beyond the obvious attractions and events — Buffalo Peak Golf Course, Hot Lake or the Wallowa-Union Railroad tourist excursions — the class came up with about 30 items, ranging from visits to city parks, to sightseeing and picture-taking along rural roads, to local festivals and concerts.

Later, Dodson used that list to make a point.

"Visitors look at you as the resident expert. They depend on you for the information they can't get from reading," she said.

She said visitors to Union County are always in need of practical information on restaurants, lodging, attractions and events, local and state history. Often, they need driving directions or information on local services.

Dodson said Union County Tourism has a variety of resources to help business owners and employees stay informed about the area.

They include a specially designed visitor information notebook, various brochures and an annual guide called "Destination: NE Oregon."

"We have a wide variety of materials, but the visitors guide is what pulls it all together," Dodson said.

Also, the Visitor Center situated in the former La Grande fire station at 102 Elm St. is a good source of support.

"You can send visitors there for more information," she said.

Dodson said she believes that when it comes to tourism, the entire region, including Union, Baker and Wallowa counties, is interdependent. A team approach is best, she said.

"Visitors don't know or care where the county lines are. Don't look at your neighboring community as your competition. It's really important we work together as a region," she said.

Some 23 people turned out for Thursday's Hospitality 101 Class, and five more attended the Friday session.

At the end of Friday's class, students said they had a new and valuable perspective to take back to work with them.

"I learned more about how my actions and tone will influence people, and about the value of customer service," said Michael Garoutte, a shift manager at The Rock Bowling and Fun Center. "As a team leader, I should have that knowledge so I can spread it around."

Shirley Cornford, who works at a local boarding kennel, said she was impressed with the length of the visitor attraction list compiled by the class.

"It was a huge eye-opener," Cornford said. "Sometimes you start focusing on the negatives, but really, there are a lot of good things about the area."