A lot of changes are happening in all areas of the world, and the hospitality industry is not opposed to that. Sustainable technological innovation plays a big role as it allows consumers to access information about any service or enterprise within minutes. Then there is the social media that covers just about every industry, but also the power to change trends and shape the future.
It is not surprising, therefore, that consumer expectations have also increased. The days when the ad is getting at face value. We no longer have to rely solely on history, surveys or hits designed to collect hits. Today, the focus is on consumer loyalty and loyalty.
The hospitality industry, in particular, is developing this approach. After all, isn't everything customer service here? Reputations are linked to popular perception, goodwill and word of mouth. If the most subtle details about the loving guests are misunderstood, the hotel experience, which will not be reluctant to use social media to voice their disapproval, can be irreplaceable.
CRM depends on the belief that building a consistent, sustainable user base is more valuable for business than marketing. It also takes into account three basic things: People, processes and technology. As the sector evolves in terms of segmentation and identity, the hotel will continue to grow. features may differ only as far as consumer relationships are concerned.
Sharp competition in the hospitality industry is even more relevant when you think of it. Unless you put customer relationships at the center of all your planning and strategy, you will find an audience that hits your brand in the list of brands. Then there are other factors such as increased customer acquisition costs, increased customer expectations, more price-sensitive travelers, more advanced customers, lower uncertainty in the market and brand loyalty – all of which draw consumer attention.
Good CRM and solid personality
To develop customer relationships, you first need to start working with your brand identity. If your brand becomes anonymous or unmarked, consumers are less likely to listen to what you say first. Your personality should be partly eternal (core values, long-term mission, etc.), while also adapting to the context.
For example, millennials are looking for a brand that uses existing trends effectively, or a brand that is socially aware and takes steps in the way that their services are used. They are looking for services supported by technology and a wide interface. In this environment, if you look traditional and old, you can completely lower your expectations.
It is important to identify your basic demographics. Then you have to create a story and a tonality for the brand itself to be able to develop a specific personality. This should be consistent with your core values and company culture, as your relationships with your employees have a huge impact on the type of service they provide. From then on, social media will make it even more difficult to create a healthy buzz about your brand, introduce your audience to the latest information in your hotel, encourage reviewers and resolve their concerns.
Happy employees and work culture
The hospitality industry should emphasize employee happiness to improve consumer relationships. If your employees and other employees treat hospitality as a business, or just because of fears and prestige, they may find it difficult to treat their guests warmly and comfortably.
In addition to relying on technical skills, hotels are also focused on job-based recruitment. What this means is that you have to hunt for people who have the highest value of hospitality to others. Personality is difficult to obtain, and not so much technical skills.
Take, for example, the entire inspection process. & # 39; Service & # 39; The aspect is quite simple. The guest enters, asks for his ID and then gives them the keys. Now, in this scenario, the recipient can break all the lines that they have collected during the rehearsal, but their behavior, courtesy, and the sincerity with which they communicate with the guest give a lot. This is one of the characteristics of being warm and kind.
An unhappy employee with a script can hurt. Consumers are very clever and intelligent these days and can get a fake hospitality scent within a mile. If your staff only provides a scripted service, your guests will be sent off. Train your employees to understand the value of emotion, warmth and care in order to set yourself apart from other businesses.
But they cannot achieve this if they work in a difficult business environment. So remember to educate your employees with the same kindness and consideration that they want to bring to your hotel guests.
Having a good relationship with consumers means that you can adapt and exceed your consumer expectations at every point. For brands that have a strong presence with a particular service standard, it is much easier to adapt to expectations, but that doesn't cut it anymore. Consumers are trying to get a better experience and, as we said earlier, the same old cookie cutter offers and conditions are of no value at all.
But how to direct consumer behavior? Of course, using the right tools and technologies. Analytical software in this regard is particularly strong. Analysis can help you identify the following and more:
Guest responses to specific services
Consumer interests in the existing context
This shows that you can accurately determine what your guests want and adjust your services accordingly. In fact, personalization is the key to differentiation in an already underwater market. While marketing campaigns are highly segmented and targeted, they are successful. Pricing strategies can also be manipulated, as Marriott says. They used analysis and customer feedback, depending on the type of destination, where the storage space was given – rest, work or even their families. The front desks were also equipped with smartphones and tablets to let customers know what to expect along with their expectations.
Consumer relationships are also cemented by loyalty programs. However, most hotels do not provide guest-friendly programs because they do not know that specific booking rates will increase. With analytics you can do all this and more, so be sure to include it in your marketing strategy.
Another thing to check is split testing – you can use a sandbox to check your potential campaigns and determine their effectiveness before deploying them on a large scale. Then it always helps you to keep track of damage – forums like TripAdvisor and Lonely Planet can make your reputation even worse.
Communication and external elements
Interpersonal relationships require an open and transparent communication. More importantly, it has to be consistent. This is especially helpful for your clients in the heavy industry, such as hospitality.
When it comes to communication, you need to discuss the mobile issue – because the mobile phone is the most preferred channel used today. According to WOW Local Marketing, 52% of customers are less engaged with the company because of poor mobile experience. More than half of that is probably spread about your distrust. In addition, 55% of customers focus on the experience of your websites to form their opinions – such as for mobile and web issues.
Customers will want more transparent channels to communicate and will evaluate the redirection as much as possible. Remember that you have to go through at least five representatives to solve a simple question? You were disappointed that you did not forget, but you should catch and keep them all the same? Well, don't force your customers to have a similar experience because you don't want negative memories to be with you.
Giving your employees the power to make decisions is something I want to emphasize, especially here. The more experienced the guest is to address problems without asking or asking permission from their superiors, the visitor will be more confident and will definitely return due to the efficiency of your staff.
Communication channels should also be expanded to collect reviews and resolve concerns quickly. Your guest or consumer can give you critical feedback that you should immediately contact. If you think that your thoughts and inquiries are wasted, well… this is where your work will go.
Finally, look at your activities in the local community. If you engage in an activity that addresses social issues and returns to the community, your brand image will be significantly strengthened. The visitor will not only look at your brand from a utilitarian point of view, but they will make you feel better about their choice and is generally not a restrained enterprise with no responsibility to the community.
In the end, we all know that enhancing customer relationships is not a one-night activity. To be effective requires patience, timely responses, improvisation and accurate reading of the industry. But if you do the right thing, you can get your brand path beyond the ordinary players in the hospitality industry.