Hotel and the Guest Experience
Poor customer experiences and poor employee relations are the beginning of the downfall of the business. It results to a damaged reputation of the hotel, the hotel will lose any prospective business clients, the hotel will lose its customers including the loyal ones, the hotel is also at a risk of losing its best employees, and the profit margins will go down. Therefore, there is a need for hotels to come up with strategies that will seek to improve the experience of the customers, maintain them and thus raise the sales of the hotel Introduction According to the Global Hospitality Portal (2016), service refers to the level of assistance that is given by the staff in a hotel to enhance purchase by the customer.
It entails all the efforts that hotels put in place to attain a pleasant customer experience for all the people they handle. Important to note, customer experience is closely linked to customer service. Excellent customer service and customer demands are some of the major priorities today in the industry. The training can be conducted through on-job trainings, mentoring, coaching, and online trainings. Importance of employees in service culture, empowerment, and service profit chain Keeping clients satisfied and retaining them is key for the success in the hospitality industry. Mostly, hotel employees work face-to-face with the clients and thus they are who determine the client’s level of satisfaction, ensure they are contented with the service, and prevent them from looking for bookings elsewhere.
Therefore employers need to mind and encourage their employees to use the opportunity for the success of the business. To build these relationships, the employees must do more than the minimum and ensure they build a relationship with the clients they handle. Some of the relationships include remembering a customer's common orders, and it is achieved through a manner that is pleasing to the client. Notably, management cannot enforce relationship building and thus have to pick employees who seem willing and open to relationship building. Hotel employees are responsible for the creation of the first impression of the products offered by an organization (Schreiner, 2007). In some instances, the hotel employees who directly handle the clients are not the ones involved in development and selection of products, they are the ones that offer clients with information on the products, sell out the products, and prove to the clients that the products presented are the ones they require.
As a result, it leads to a decrease in the overall sales of the hotel and any marketing by word of mouth goes down, and yet it is one of the most valuable marketing channels for a brand. Poor customer experience leads to a decrease in customer lifetime value. For any business including the hotel to get new customers is not easy and it is rather expensive than maintaining the current customers, hence the need for great customer service (Kattara, Weheba & El-Said, 2008). More customers are willing to pay more for them to get a good service and more customer are will to transact business with hoteliers who resolve their complaints. Bad customer service lowers the lifetime value of the client and this will put more strain on the marketing budget of the hotel as they try to persuade and attract more clients.
As a result, the hotel loses potential business clients. Good customer experiences create a lasting first impression and this gets prospective clients excited to do business with the hotel. Bad customer experiences and employee relations result in a decline in the profits of the hotel (DiScipio, 2018). Initially, when the reputation is damaged the hotel starts to lose on any news sales mainly those from referrals and also some of the loyal customers start to leave the business. As a result, the hotel has to make the decision on whether to cut cost and ignore it or whether to double the amount of money spent on marketing to try and attract new customers to the hotel. For efficient understanding of the wants and needs of the guests, the hotel should be able to empathize and connect with all situation faced by their clients.
For instance, this can be achieved by having client personas in place and giving each persona a name. Through persona creation, the customer support team at the hotel will get to know who the clients are and know them better. The hotel also needs to invest in creation of an emotional connection with their guests. Customer experience is created whenever the staff creates an emotional connection with clients. Through feedback, the hotel management will get to know the client views on the quality of their services in comparison to the set principles (Lundaeva, 2018). Next, they need to look at any training needs for the specific staff members. The hotel management should also ensure they schedule and track the development of the team members through group training, learning, coaching, and mentoring.
The hotel management should be keen in ensuring they act upon any employee feedback (Heimonen, 2017). They can achieve this by conducting annual surveys to ensure they capture all feedback from employees, their engagements and ability of the business to deliver exceptional services. K. , & Supain, C. C. A study on the relationship between customer satisfaction and employee service delivery at Sutera Sanctuary Lodges’s front office department at Kinabalu Park, Kundasang, and Sabah, Malaysia. In SHS Web of Conferences (Vol. html Burch, J. How does poor customer service affect a business? Retrieved from https://yourbusiness. azcentral. com/poor-customer-service-affect-business-3062. html Burgess, C. 10 ways to create a great customer experience strategy. Retrieved from https://acquire. io/blog/customer-experience-strategy/ DiScipio, T. 5 worst effects of bad customer service.
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