The marketing landscape is gradually being taken over by Twitter, Facebook and other social channels. With that shift, customer relationship management (CRM) is moving quickly into an interactive and dynamic social model. Here is a quick look at how social media is transforming customer service. (Infographic by: fanhub)
The marketing landscape is gradually being taken over by Twitter, Facebook and other social channels. With that shift, customer relationship management (CRM) is moving quickly into an interactive and dynamic social model. Here is a quick look at how social media is transforming customer service. (Infographic by: fanhub)
The other day I was sitting in the lobby of an Italian hotel when an elderly couple walked up to the reception desk to check in. This couple had just arrived from the UK and immediately informed the front desk clerk that the gentleman had lost his wallet and passport – perhaps at the airport. As I overheard what had happened, it took everything I could muster to stay seated. My immediate reaction was to jump up and offer assistance but I decided to sit still and see how the situation played out.
The front desk clerk said she was sorry to hear about his bad luck and asked if the wife had any identification to check in. Naturally, the wife fished her passport out of her bag and handed it over to the front desk clerk. The check-in proceeded; the couple was given the key to their room and sent away. I was shocked.
Italy is a country that in 2012 hosted over 46 million international tourists so you would think hotels here have dealt with just about every type of tourist emergency. I couldn’t believe that help, of any type, wasn’t offered to this couple – no call to the airport, not even a phone number for the UK Embassy so the guest could obtain a replacement passport – nothing – other than the simple statement “sorry” and then back to business.
To this day, I think about that couple. I also think about how this clerk missed an opportunity to turn a bad situation into a positive hotel impression. Aside from it being the right thing to do, spending a few more minutes to help this couple would have probably made a huge difference in the guests’ vacation and how they remember the hotel.
I think everyone in the hospitality industry or anyone who has traveled can agree that when a vacation starts out “in a bad way”, it takes a miracle to turn it around. And, although guests really want to take home good memories, it’s usually the bad experiences we hear about through social media – that is unless someone steps up and offers help.
Does your hotel have procedures in place so employees know exactly what to do for each guest emergency? It’s never too late to start – one day that elderly couple just might be your grandparents.
Delivering outstanding customer service should be the number one priority for anyone in the hospitality industry. After all, with today’s fast moving social media, one disgruntled guest can be heard around the world. In my 25 years of sales, marketing and customer service, I’ve learned that best trait one can have when handling a complaint is genuine concern for the guest. That’s the two-word silver bullet – be genuine.
Think back to the last time you had a complaint. Did the representative look you in the eye and tell you they would take care of your problem? My guess is probably. At hire, most hospitality employees are given a typical blueprint to follow when dealing with complaints. The problem is that most blueprints leave out one very important component that takes your customer service from adequate to outstanding. Being genuine in your concern.
Here are some of the most effective steps to take when dealing with guest issues:
– STOP whatever you’re doing and give the guest your undivided attention
– CONCENTRATE completely on what the guest is saying and call other associates for assistance if needed
– MAINTAIN eye contact with the guest to let them know they have your undivided attention
– LISTEN without interruption and allow the guest to completely explain their issue
– ACKNOWLEDGE what the guest has said by responding affirmatively
– TAKE NOTES of the guest’s comments. Ask questions to further clarify the issue and ask if there is anything else the guest would like to add
– SHOW EMPATHY and let the guest know that you understand they have been inconvenienced
– APOLOGIZE to let the guest know how sorry you are that the issue has occurred
– TAKE OWNERSHIP of the issue and tell the guest that you are personally going to investigate and offer a solution – THEN DO IT!
– OFFER OPTIONS to the guests on possible resolutions and let the guest decide which option would best resolve their issue
– TAKE ACTION immediately to resolve issue and notify anyone on your staff that needs to be involved
– REMAIN IN CONTACT with the guest to keep them informed of your progress in resolving the issue
– FOLLOW UP after putting in action the resolution to the guest’s issue to make sure the guest is happy
– COMMUNICATE the issue at your weekly staff meeting and, if necessary, make permanent changes so that issue will not arise for other guests
Following these steps will provide your guests with adequate customer service. However, being genuine in your approach and showing true concern will catapult your customer service into the outstanding stratosphere. This isn’t brain surgery; it’s human beings helping other human beings through issues.
What are your thoughts on this subject? What does your staff do to provide your guests with outstanding customer service?
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