Nim Hirschhorn Of Sail LUNA: 5 Things a Business Should Do to Create a Wow! Customer Experience
An Interview With Orlando Zayas
Know your client — it is very important to know your client in order to create and provide a personalized tailored wow experience. A few weeks before each charter, we send our guests a preference sheet. This form includes questions that help us to get to know our guests. It will ask questions about what they like to eat, drink, whether they have any food allergies and their preferred level of activity. We also ask if they have a wish list of destinations or activities that they would like to visit or experience during their stay. Another important question to ask is whether they are celebrating a specific occasion like an anniversary, birthday, honeymoon, or graduation. With this information, we then tailor and customize their vacation so it is 100% aligned with their needs.
As part of our series about the five things a business should do to create a Wow! customer experience, I had the pleasure of interviewing Nim Hirschhorn.
Nim Hirschhorn is a former information technology executive and Israeli Air Force combat veteran. He began sailing the Mediterranean at the age of 12, and has since sailed extensively throughout the Caribbean, Mediterranean, Aegean, Adriatic, and the Andaman Sea, through the Suez Canal and across the Atlantic Ocean from Europe to the U.S.. Nim was living in Florida and working as a CTO of a large IT company when he and his wife Fabiola decided to quit their jobs, sell it all and start a charter yacht company in the Caribbean called Sail LUNA.
Thank you so much for joining us! Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
My name is Nim Hirschhorn and I am the Captain of Sail LUNA, a 45 foot sailing catamaran based in the United States Virgin Islands. My wife Fabiola is the chef and First mate and together we have created a business where we offer luxury vacations sailing throughout the Caribbean islands aboard our yacht. LUNA is a 2019 45-foot Lagoon catamaran. We started our business as a way to fulfill our childhood dreams. Our stories started on opposite sides of the globe, mine in Israel and Fabiola’s in Puerto Rico. While we grew up in very different countries, we both shared a love of the water and boating from a young age. I began sailing the Mediterranean at the age of 12 and became certified in open water scuba diving as a teenager and divemaster not long after. I was always drawn to the water and always felt most alive when on a boat.
Fabiola was raised by boating enthusiasts, so she would spend a lot of her time on sail boats. While we never dreamt we would live on a boat full time, it does make sense given our backgrounds and passions. Fabiola also grew up with a love of food. The spark that ignited that flame was a cookbook that she was gifted at the age of 10. It’s amazing how these small and seemingly inconsequential actions can go on to shape the trajectory of one’s life.
Together, we have created a bespoke business on the water, surrounded by pristine cerulean waters, powdery white sand beaches and palm tree fringed islands. We are known for our fresh and flavorsome cuisine and signature cocktails, and I like to think we are shaking things up in the Caribbean, raising the bar when it comes to unforgettable sailing vacations, because we go the extra mile when it comes to creating a truly memorable experience for our guests.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lessons or ‘take aways’ you learned from that?
I remember our first charter, we were so concerned with everything being perfect, that we barely slept or ate the whole week! We were a wreck by the end. We both lost weight and felt really run down. We wondered how we were ever going to replicate the service we provided without making our health suffer. It’s funny, because now we offer even better service, but we are not stressed at all. We have a lot of experience under our belts and have what we like to call the ‘charter flow’ down pat. We have also learned that it’s imperative that we rest and nourish our bodies while on charter, not only for our health, but in order to provide the best service to our guests. Even though running a charter yacht is hard work, during many of the charters we are encouraged to join in and participate in wonderful conversations and experiences, so we often have just as much fun as the guests and create lifelong memories as well.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
Yes, our success has a lot to do with Estelle and Stephen Cockcroft from the Catamaran Guru (www.catamaranguru.com). They helped us in the very beginning, guiding, and pointing us in the right direction when we were looking to buy the right yacht and later when we were learning how to create a successful crewed yacht charter business as owner/operators. We are very grateful and would recommend Catamaran Guru to anyone who is looking to buy or sell a boat or start a yacht charter business. We met Estelle and Stephen at Suntex Marina in Hollywood, Florida where we were both living aboard out boats in the marina. It took us two years from the time we met them until we decided we would start a crewed yacht charter business. The first step was to sell our previous boat and purchase a new yacht that would be the perfect fit for crewed charters. Stephen and Estelle were always there to guide us and give us good advice along the way and now we consider them good friends.
Thank you for that. Let’s now pivot to the main focus of our interview. This might be intuitive, but I think it’s helpful to specifically articulate it. In your words, can you share a few reasons why great customer service and a great customer experience is essential for success in business?
Our business is a service oriented and it’s all about our clients. Our clients are the center of everything we do, so it is critical for us to provide the very best customer service possible. It’s actually part of our brands mission to do so. Top-notch customer service cultivates a loyal following that refers customers, serves as case studies, and provides testimonials and reviews. It makes more financial sense for us to offer excellent customer service in the hopes of repeat customers and referrals, than it does to acquire an endless stream of new clients. It’s also scientifically proven that customers are willing to pay more to companies that offer better customer service, so in our industry, we can’t afford not to offer the absolute best customer service we can.
We have all had times either in a store, or online, when we’ve had a very poor experience as a customer or user. If the importance of a good customer experience is so intuitive, and apparent, where is the disconnect? How is it that so many companies do not make this a priority?
There are many reasons why there appears to be a disconnect. For one, we believe that nobody cares about your business like you do. Our business is a small business, Fabiola and I are the owners and the operators of Sail LUNA, it is very important for us to maintain our good reputation and have a perfect track record for quality customer service. This is something that is in our control, but for larger companies that are staffed by employees and contractors, there is no longer that personal investment. When guests vacation aboard LUNA, they can rest assured knowing they will receive top-quality customer service because we are the owners, we care deeply about our business, our customers satisfaction, and the reputation we have worked so hard to achieve. Unfortunately, not all business owners can make that personal guarantee. I believe another reason for the disconnect can be attributed to the internet. In today’s world, we do a lot our communication via the internet or text message. Many people have lost the ability to communicate effectively in person. They are all too used to being a keyboard warrior, making complaints via TripAdvisor or behind Google reviews. Of course, by the time they are making the complaint, it is too late for the service provider to rectify the problem.
Do you think that more competition helps force companies to improve the customer experience they offer? Are there other external pressures that can force a company to improve the customer experience?
Competition is always good to excel and improve, we always try and strive to be the best in what we do. We believe competition can help raise the level of service for the entire industry, so it’s definitely a good thing. In the yacht charter business, we are always looking for innovative ways to improve our customer’s experience. We set such high expectations for ourselves, that we strive for our guests to literally have their “best vacation ever” or “the adventure of a lifetime”. There is no doubt that review sites like TripAdvisor and Google reviews have forced companies to lift their game. I think social media is also partially responsible for forcing companies to improve their customer service experience. Influencers and content creators are becoming so good at what they do, that the photos and videos they share are practically professional quality now. If you want to compete with the digitally enhanced and edited photos and the picture-perfect content, you really need to put your best foot forward when fitting out and decorating your boat, creating your website, and posting on social media. All of these factors are important in not only staying ahead of your competition, but simply keeping up.
Can you share with us a story from your experience about a customer who was “Wowed” by the experience you provided?
We have so many stories of guests that were wowed by their experience aboard LUNA. As soon as they step aboard, most guests comment that the yacht looks exactly like the photos; tastefully decorated, spotlessly clean and in new condition. Many of our guests share their wow experience by leaving us a great review after they depart. One of the most gratifying things is when guests start to plan and book their next vacation, before they’ve even finished the first one. This is probably the best indication we can get that we are doing something right. On one occasion we hosted guests that had previously been on four charter yacht vacations, however, it was their first time aboard LUNA. As always, we did everything we could to make their charter an unforgettable experience and to ensure our charter was not only amazing, but that it was the vacation of a lifetime. During the charter, one of the guests was celebrating her 60th birthday. We love celebrations and enjoy any excuse to spoil our guests, so we made the day all about her. We decorated the yacht in fairy lights, brought a beauty therapist aboard and later served a six-course meal, complete with homemade chocolate birthday cake for dessert. We created a special cocktail named in her honor (I am an award-winning mixologist), and after dinner, we had a birthday party with karaoke and disco lights. It really was an incredible day and Fabiola and I had almost as much fun spoiling the birthday girl and really wowing our guests, as the guests had themselves! In fact, the guest of honor enjoyed it so much, she said it was the best birthday of her life! When the charter finished, the guests announced that it was the best charter they had ever been on. Needless to say, they have already booked another vacation with us next year and they have also recommended us to many of their friends.
Did that Wow! experience have any long term ripple effects? Can you share the story?
By providing stellar customer service, we can differentiate our company from that of our competitors. Loyalty is rooted in trust, and customers can trust real-life humans more than the ideas and values of a brand. So, by interacting with our clients and leaving them with life-long positive memories, hopefully we will be rewarded with long-term ripple effects such as customer retention and referrals. On LUNA, we always say that you come as a guest and leave as a friend. Many of our guests end up staying in touch with us once they depart and it’s not unusual for them to feel like no other vacation will ever top our charters. This is one of the reasons we have so many repeat guests, they just want to come again and enjoy this great experience with their friends and family.
Ok, here is the main question of our discussion. Based on your experience and success, what are the five most important things a business leader should know in order to create a Wow! Customer Experience. Please share a story or an example for each.
- Know your client — it is very important to know your client in order to create and provide a personalized tailored wow experience. A few weeks before each charter, we send our guests a preference sheet. This form includes questions that help us to get to know our guests. It will ask questions about what they like to eat, drink, whether they have any food allergies and their preferred level of activity. We also ask if they have a wish list of destinations or activities that they would like to visit or experience during their stay. Another important question to ask is whether they are celebrating a specific occasion like an anniversary, birthday, honeymoon, or graduation. With this information, we then tailor and customize their vacation so it is 100% aligned with their needs.
- Be proactive — We always try to be ahead of the game by preempting our guests every request. Sending the preference sheet is an example of being proactive, but also cleaning the rooms while they eat breakfast, closing the enclosures before it starts to rain, collecting the towels and making sure all of the spaces are clean and tidy, placing a drink in their hand before they need to ask and re-filling their glass before it’s empty. We make suggestions for activities in advance and provide them with clear instruction on what they should wear or pack if we are heading ashore. We always stock the boat with more food than we expect to need and more alcohol than we imagine could be consumed — we never want to be caught out with a thirsty crew. We always want to be able to say “yes we can get you that” rather than “no, unfortunately we can’t today”.
- Service quality — Remember, service doesn’t just include customer service. In my opinion, the service starts in the amenities and items we buy and provide aboard; every item aboard LUNA is carefully chosen. We like to have a 5-star luxury floating hotel experience for our guests, and therefore everything needs to be the highest standard possible. LUNA has four beautifully appointed staterooms with queen-size beds. Three cabins are available for our guests. Each cabin features its own en-suite bathroom finished with high-end details like teak floors, electric flush toilet and full separate shower, sink, and vanity cabinet with mirror. Fluffy towels for bathing are provided, along with quick-drying Turkish towels for the beach. Additionally, each cabin is fitted with individual A/C controls, a 110V power outlet, a USB outlet, two reading lights, a cabin fan and plenty of locker space and storage.
- Added value — The vacation does not start and end aboard LUNA, we have made many connections with local businesses and service providers to make sure that we can add value to our guests vacation and experience. It is very important that all of the service providers have high standards and great customer service, because it reflects on our business. For example, we can arrange airport transfers, deep sea fishing, lobster hunting, SCUBA diving, horseback riding, kitesurfing, and land tours. We have experienced vendors on each island whom we have personally worked with many times before.
- Constant upgrades and sustainability — A business always need to up its game. We always look for ways to be better and improve the experience for our guests. Since we would like to have many repeat guests, it is important for us to keep upgrading and improving the experience we provide aboard LUNA. For example, we are based in the Virgin Islands, and this is where most of our charters takes place, however, we decided to add another destination every season to allow our previous guests to experience a new cruising ground. This gives our guests the opportunity to return to LUNA, knowing their vacation will still be new and exciting. We also make all necessary upgrades to our yacht if and when they are needed. We have upgraded the oven and added European appliances. As Fabiola loves to cook (and is amazing at it), we have pots and pans that are usually used in high end restaurants, and of course we have a high-end coffee machine. We are known for the food and beverages we serve which I think is important. It’s always good to have a differentiator, something that sets you apart. We have also upgraded our onboard electrical systems, meaning we are probably one of the “greenest”/eco-friendly yachts around. We have a large solar array and powerful lithium battery bank. This means we’re able to run all the systems needed onboard, using green and clean energy which makes us an extremely environmentally friendly yacht and means our guests never have to worry about a lack of power to charge their devices. Sustainable travel is going to be huge in 2022 and beyond. After all we’ve been through these last couple of years, travelers want their next trip to not only be amazing, but they want to know that they are also doing something good for the planet at the same time. I truly believe sailing vacations are the way of the future; we are far more sustainable than cruise ships and the privacy and personalization aboard a cruise ship can’t even come close to what we can provide aboard LUNA.
Are there a few things that can be done so that when a customer or client has a Wow! experience, they inspire others to reach out to you as well?
Yes, we kindly ask our guests to leave us a review, either on our Facebook page or in our Google My Business page. We are fortunate to have many past guests who leave us such great reviews. Quite often a prospect mentions that they chose to sail with us because they read our fantastic reviews. We also encourage our guests to post on social media and we often create hashtags that they can use in their posts. In addition to this, we use a wonderful PR agency who helps share stories of our clients’ experiences, inspiring many other people to come aboard.
My particular expertise is in retail, so I’d like to ask a question about that. Amazon is going to exert pressure on all of retail for the foreseeable future. New Direct-To-Consumer companies based in China are emerging that offer prices that are much cheaper than US and European brands. What would you advise retail companies and eCommerce companies, for them to be successful in the face of such strong competition?
We would say, it’s not about the price but about the value that you provide to your clients. You should show the value of your offer and beat the competition with a better value offer, not only a better price.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
We would ask to keep the ocean clean and to go green. We always try to educate and explain how and why we should look after this amazing ecosystem. For us, the ocean is our home, and we feel privileged that we have experienced so many life-changing effects as a result of living on the water. We want future generations to be able to witness the vibrancy of the coral reefs and waters teeming with life. They need to see for themselves the almost meditative properties the ocean can have over you and they need to discovery the unique creatures that call the ocean home. Being green helps to keep our earth clean and less polluted. We encourage anyone who is looking to embark on a charter yacht vacation to do their due diligence. Is the yacht eco-friendly, does it have a large solar array, do they make their own water, do they use sustainable products that won’t pollute the ocean? It’s our duty as citizens of the world to start asking these questions of service providers in the industry.
How can our readers follow you on social media?
https://www.sailplaydine.com/yacht/luna (Sail Play Dine Yacht Charters — our preferred yacht charter broker)
Instagram: @sailluna
Facebook: @saillunallc
This was very inspiring. Thank you so much for joining us!
