Collecting guest feedback on behalf of your business is the best way to increase user-generated content. But rather than waiting for a post-stay guest satisfaction survey, proactive communication will improve customer satisfaction and retention. Right now, hotel-to-guest interactions happen in primarily three stages: online pre-stay (for research), in-person during their stay (interactions with staff) and online again post-stay (for reviews and feedback). What hotels are not leveraging are online interactions with guests during their stay. That is where real-time messaging comes in.
Disappointed guests need to be identified as early as possible
Using services like Cheho.ai, hotels can engage guests before they arrive and during their stay in real time with SMS, WhatsApp and Facebook messaging. Instead of waiting to hear on an online review that guest wished they had an extra blanket, the hotel could instead use real-time messaging. Hotels can solve this issue during the guest’s stay, preventing negative reviews before they occur.
Hyatt was the first hotel to experiment with using Facebook’s Messenger application. This allows guests to communicate with them exactly like they communicate with their friends. Marriott Rewards members can use their Mobile Requests feature on their app to instantaneously make requests during their stay.
Immediate reaction to guest’s issue restores trust in the hotel brand
There are situations that unavoidable lead to guest’s frustration. Early identification of the guests dissatisfaction is the first step, but the trust can be recovered only if it is followed by immediate action.
There is vast amount of literature on how to deal with difficult customer, but the following examples has proven to be the most effective:
- removal of the problem causing guest’s dissatisfaction
- problematic service is deducted from guest’s account
- apology and acknowledgement of the problem
- active listening, sympathizing and offering help personally towards solution of the issue
Dealing with a rude or angry hotel guests is one of the hardest things employees face in the hospitality industry. No one wants the situation to escalate to a bad review online which may negatively affect future business when others read such reviews. If someone is upset enough to bring their complaint to the hotel staff, it gives the hotel an opportunity to make it right. So, it is important hotel manager deals with the issue quickly for a positive outcome.
Guest satisfaction survey and public reviews
Timely reaction will result in more positive results of guest satisfaction survey being filled out by the guest after the check-out. This is very important measure, as it captures the state at which the guest left the hotel. Improved results mean better guest experience and higher trust in the hotel brand.
At the same time, hotel does not need to reengage with the satisfied guests and it lowers the costs of reacquisition. Positive after stay feedback is an indication of good relationship with the guest and suggests promising guest retention.