Do you think your hotel provides outstanding service? How do you know your guests would say the same?
Superior customer service policy is the foundation for the hospitality industry, and should be the priority for every member of staff at every level in your property. But even the best intentions can miss the mark.
The gap model of customer service policy
Even though you may think you are covering your clients’ needs, the gap between what you perceive as great service, and what the customer experiences as great service, may be far apart. In fact, in a study of 362 firms, “80% believed they delivered a “superior experience” to their customers. But when we then asked customers … they said that only 8% of companies were really delivering.”
This is the customer service gap, and we can help you to close it.
1) Measure, measure, measure!
First, measure your online reputation using a benchmark like the Global Review Index (GRI™). Your GRI™ is a universally recognized reputation score that uses data from 175+ online travel agencies (OTAs) and review sites in 45+ languages to quantify how well (or not) your clients think of you according to the ratings they leave. A low GRI™ indicates that your hotel customer may not be entirely satisfied.
How likely a guest is to recommend your hotel is a great indicator of how happy they are with your service. Using the Net Promoter Score® (NPS) in your Guest Satisfaction Survey can give you valuable insights on this. The NPS® is calculated by taking the percentage of promoters (those that are happy with your service) and subtracting the percentage of detractors (those that are not happy), giving you an NPS® score. The evolution can then be tracked over time with our software.
2) Hone in on the details
Once you have identified that there is a gap, you will want to know more about it. This is where the ability to drill down into the details by using the semantic analysis tool comes in handy. It visually presents both the pain points and the areas where you are doing best.
One of our partners Prima Hotels used semantic analysis as part of their customer service policy. They honed in on specific complaints to find that offering different menu options in certain hotels according to guest type positively affected the guest experience and feedback.
“ReviewPro’s Online Reputation Management solution is a great way for us to figure out new ways of doing things within our group of hotels and we have made a series of important improvements as a result.” Deena Moskowitz, Guest Relations Manager Prima Hotels
3) Time for action!
Is your front desk letting you down? Cleanliness levels lacking? Are your guests waiting a long time for maintenance? Once you know the issue you can set up Auto Case Management (ACM) which automatically assigns and tracks cases based on specific feedback.
It’s all about having the right tools. ACM allows you to create rules that automatically generate alerts for specific members of staff, and for specific issues. These are time sensitive to ensure that they are followed up on, so that no issues are left unresolved.
4) Meet all your guests’ in-stay needs
Our latest guest management tools allow for on-site resolution of issues even before the guests have left the hotel. Guest Messaging Hub allows guests to use the messaging service they like best to directly contact staff. This allows you to provide a solution to their issue in real-time, without it turning into a bad review.
Or is it that your guests are expecting one thing and experiencing another, leading to disappointment? One of our clients had a high volume of bad reviews related to location. When they drilled down into the reviews it became clear that guests were disappointed by the location. They were next to a business park within reach of the center, but advertised themselves as being central. To better meet guest expectations, they changed the description of the hotel to highlight that they were very convenient for corporate clients, while still within a short ride of the city center. Satisfaction and online sentiment soared.
Customer experience is a journey, and it is moving forward. As a business you need to be aware of the trends and changes in the industry. Keep up to date with the top industry trends to continue to create enhanced guest experiences.
Closing the customer service gap by putting your customer service policy first takes dedication, insight, and the right tools. But if you strive to put guest experience at the heart of your business, you will be on the right path.