with James Curtain
The most successful racehorse trainers are invariably good at dealing with people. Owners need to feel valued. Mark Horstmann and Michael Auzenne, of Manager Tools, identify three critical elements of good customer service:
1. The Customer is Always Right
2. Be Nice
The first of these is the time-honoured maxim of salespeople around the world. It is the second two that are too-frequently missing. It is not hard to “be nice” – a welcoming smile and expressing interest in the other person usually goes a long way. Communication is something that can be more difficult. Racehorse owners want to know how their horses are going – What does the trainer think? What did the trackwork rider say? How’s the horse eating? Any problems? When are we racing? Where to next?
A good trainer preempts these questions and provides owners with frequent, high-quality information in relation to their horse. Many trainers’ websites now have a “log-in” function for owners where they can access information that the trainer has posted about their horse. While this is a useful tool, it doesn’t show sufficient respect to the owner. Reports should be emailed or posted direct to each individual owner, and the owner should be addressed by their name in these communications. The managing owner should be contacted by telephone in the event of anything significant happening – an injury, an opportunity to “pay up” late for a big race, a jockey needing to be replaced.
Without owners, trainers don’t have an income. By valuing owners and applying the principles of good customer service, more trainers will develop relationships with owners for life, which should be the ultimate goal.