The industry around the world is undergoing a lot of changes, and the hospitality industry is not. Continuous technological innovation is of the utmost importance, as it allows consumers to access information about any service or establishment within minutes and ten minutes. Then there is social media, which filters all industries, with the potential to change trends and shape the future.
It is not surprising, therefore, that consumer expectations have also increased. The days in the past are days taken at face value for advertising. We no longer need to resort to outdated practices designed to collect guides, queries or hits. Today, the focus is on consumer retention and loyalty.
The hospitality industry, in particular, reinforces this approach. After all, is customer service not everything? It is a talk about reputation recognition, willingness and word of mouth. The hotel experience can certainly not be resolved without the slightest detriment to the use of social media in the face of the guests.
CRM (Customer Relationship Management) believes that building a sustainable user base is more valuable to the business than providing heavy marketing practices. It also considers three important things in its broadest form: People, processes and technology. As industry segmentation and uniqueness grow, so can the hotel's "characters" be as distinctive as their consumer relations.
This is even more important when considering the competition to cut back on hospitality. Unless you put customer relationships at the center of all your planning and strategy, you will find your audience before your brand is released. Then there are other factors, such as customer purchase costs, customer expectations, price travelers, more sophisticated customers, market uncertainty, and decreasing brand loyalty. All this is the focus of consumer relations.
Good CRM and Solid Identity
In order to improve customer relationships, you need to start working on the foundation, which is your brand identity. If the brand is vague or inaccurate, first of all, your consumers will not hear what you hear. Your identity should be partly eternal (core values, long-term mission, etc.), but it should also be contextualized.
For example, millennials are looking for a brand that effectively uses the current trends of their advertising or is socially aware, and steps up when their services are used. They seek services that enable a wide range of technologies and interfaces. In this environment, if you are traditional and outdated, we may be losing our expectations.
Identifying your core demographic is paramount. Next, you need to create a story and tone for the brand itself so that it can shape your concrete identity. This needs to align with your core values and company culture, which reflects the way in which your employees treat the type of service they provide to consumers. From now on, creating a strong sound about your brand on social media will keep you up to date on the latest version of your hotel, promoting reviewers and addressing their concerns.
Lucky Workers and Work Culture
The hospitality industry needs to emphasize employee happiness in order to improve consumer relations. If your staff and other staff are doing the hospitality work or are driven only by fear and authority, they will hardly let your guests get upset and saddened.
Hotels are also focusing on feature-based hiring in addition to technical skills. This means that you have to hunt for people who are of great value to others as a hospital. Personality is more difficult to acquire, not so much technical skills.
For example, take the entire check-in process. & # 39; Service & # 39; the party is quite simple. The guest will come in, ask for his / her ID and then they will be given the keys. Now, in this scenario, the receptionist may have the effect of removing all of the script lines gathered during the workout, but the importance of the considerations, manners, interacting with the guests is satisfying. Hence the inherent characteristic of being warm and friendly.
An unfortunate employee with a script can be harmed. Consumers are very smart and heavy these days and can smell fake hospitality. If your staff only provides script service, your guests will be suspended. Set yourself apart from other outdoor establishments, train your staff to understand the value of emotion, warmth and care.
But this cannot be achieved if they work in a harsh working environment. So, don't forget to encourage your staff to bring the same warmth and thoughtfulness to the people of your hotel.
Promote a good relationship with consumers that you will meet at all points and exceed consumer expectations. Satisfying expectations is easier for brands with a high standard of service presence, but that doesn't cut it anymore. Consumers are looking for better experiences, and as we said before, old-fashioned cookie offerings and old amenities are of no use.
So how do you control consumer behavior? Implementing the right tools and technologies, of course. Analytics software is particularly powerful in this regard. Analytics can help you determine the following and more:
Guest responses for specific services
Consumer interests in today's context
This means you can accurately identify the guests you like and personalize your services. Indeed, personalization is the key to differentiating in an already flooded market. Marketing campaigns are also very successful if they are targeted and targeted. Price strategies can also be manipulated, as Marriott has done. They used analytics and customer feedback based on the type of passenger room to be organized – which provided them with more leisure, business or even family storage space. They were also armed with phones and tablets on the front, so customers could know what to expect.
Consumer relationships are also cemented with the help of loyalty programs. However, most hotels do not offer programs that are tailored to the requirements of the guests, because they do not know in particular what will increase their membership. With analytics you can do all this and more, so consider incorporating it into your marketing strategy.
Another thing to look at is split split: you can use a sandbox to test your potential campaigns and their effectiveness before implementing them on a large scale. It always helps to prevent forecasting from being affected – with forums like TripAdvisor and Lonely Planet, though the only mistake is that your reputation is significantly damaged.
Relationships and non-elements
Interpersonal relationships require open and transparent communication. Most importantly, it has to be consistent. This is also the case for customers, especially in the heavy service industry like hospitality.
When you talk about communication, you need to discuss mobile – because mobile is the most prevalent channel used today. According to WOW Local Marketing, 52% of customers have less contact with the company because of a poor mobile experience. That's more than half, probably spreading the word about your disability. In addition, 55% of customers have experience with your website to formulate their opinions, thus making it scalable for both mobile and web accounts.
Customers also want to communicate with more transparent channels and redirect as little as possible. Remember that at least five reps needed to solve a simple query? And you've been frustrated by the thought, but do you have to take it the same? Well, do not let your customers go through a similar experience because you do not recall the negative memories that have been with you.
I want to emphasize the added power of decision making for your employees here. The more powerful your problem solvers are, the less they need to redirect or ask their bosses for permission, the more they will be sure to be a guest – and they will surely come back for the efficiency of your staff.
Media also needs to expand to gather reviews and fly concerns. Guests or consumers can provide critical feedback. You will need to correct them immediately. If they think their opinions and queries are disappearing into a void, that's right … they could also run your business.
Finally, look at your local community activities. If you turn your back on social issues and your community, your brand image becomes significantly stronger. The guest will not only look at your brand for a useful look, but also because they will make you feel better, and not just another kind society, any other establishment that has no social responsibility.
Finally, we all know that strengthening relationships with clients is not an overnight activity. It requires patience, punctuated answers, improvisation and industry-specific reading to be effective. However, if you do well, your brand can work its way beyond the usual hospitality players.