Why does travelers vent their frustration at Hotels in the online review sites ? Because, there was no one in the Hotel who took the effort to “ask and listen” to what they have to say (feedback). Hotels would have lost their business forever. And, equally sad, negative news spreads virally affecting new business.
There is an increasing trend that Hoteliers are overtly depending upon ‘Indirect feedback‘ that are posted on the Online review sites, as opposed to ‘asking and listening directly‘ from their guests.
We wrote a couple of blog posts – Hoteliers – Don’t make this mistake and Why Hotel guest comment cards are not helping the cause, in the past about what costly mistakes Hoteliers are making, avoiding which can significantly increase guest satisfaction and loyalty.
Listening is so crucial, in any industry. A Business Owner need to listen to his management team. A Manager need to listen to his subordinates. A subordinate need to listen to his Manager and his peers. Concepts such as 360 degree feedback are so prevalent in other industries. What is more important is ‘listening directly‘ rather than via an Indirect feedback mechanism, that help reinforce the belief that ‘everyone’s opinion is valued‘.
It is not always that guests expect world-class customer service, but it is how you react to your guests when there is a drop in customer service quality. You ask for their feedback with a sincere effort to improve on your service, you listen actively by valuing your customer’s opinion the most, and act on their feedback, and close the feedback loop with the guest.
While most of the feedback systems are oriented towards listening to ‘problems‘ in customer service that the guests want to share, it is equally important to know what is that you are doing good in your customer’s eyes. A Hotel may claim to have a particular ‘competitive advantage’ but what does your guests think ‘your competitive advantage‘ is, is more important. This will help to build on your core competency, differentiate from your competitors, attract particular demographics of guests and retain them forever.
We, at Loyaltics, are focused on solving this problem (and plenty more) for the businesses. Sign-up here to be notified of our Innovative Loyalty driven Word of Mouth Marketing platform.
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