Weathering the Storm: Customer Service Enhances Portfolio Performance
Bill Ryczek’s analysis offers a sobering look at the economy: rising delinquency rates, shrinking borrowing base surpluses, and consumers stretched thin by credit card debt. For those in the timeshare and vacation ownership industry, the message is clear—this is no time for complacency. Yet hidden within his cautionary tale lies a blueprint for resilience.
As Ryczek points out, “Portfolio quality can be enhanced by a high penetration level of automated payments, good customer service, and a sound sales process. Yet, one of the most solid building blocks for a strong portfolio is creating a sense of value in the product. People pay for things they value and won’t pay when they don’t see value.”
That insight cuts to the heart of the current challenge. In an economy where prices are up, debt is climbing, and discretionary income feels scarce, timeshare resorts must double down on demonstrating value.
Emphasize Value Through Storytelling
Customers today are flooded with options. What persuades them to stay loyal—or to buy into vacation ownership in the first place—isn’t just price, but story. Resorts need to illustrate the richness of their experiences: multi-generational memories, curated travel perks, or flexible usage options. Marketing that highlights these narratives reassures both existing owners and prospects that timeshare is more than a purchase—it’s a lifestyle worth protecting.
Related: Data Visualization: Using Financial Data to Tell a Story
Don’t Pull Back in a Downturn—Sail into the Wind
Economic downturns eventually ease, but the habits established during them endure. Those who keep telling their story, investing in brand equity, and reinforcing product value will emerge stronger. Just as automated payments and good service build portfolio stability, consistent marketing builds reputational stability. Both are insurance policies against default—one financial, the other perceptual.
In short, Ryczek’s caution should not spur retreat, but resolve. The economy may be gloomy, but companies that continue to communicate value—clearly, consistently, and across multiple platforms—will not only weather the storm, they’ll be positioned to thrive when sunnier days return.
