Posted April 14th, 2017
Slow response to service requests is a leading cause of guest dissatisfaction at hotels and resorts, according to our latest research in the hospitality sector. Therefore, when it comes to guest experience management, it is essential that hotels implement a next-generation service optimization, or guest request management, solution for indexing, dispatching and tracking guest requests and ensuring that incidents are addressed efficiently and effectively across all departments.
Only with the right technology infrastructure can hotels achieve a high level of performance with respect to guest experience management. Solution providers like ALICE and Amadeus (HotSOS), which helped underwrite the new research, offer highly innovative and effective solutions in this area. Yet technology by itself will invariably fail to deliver optimal outcomes.
Data integration is critical. So, too, is analytic modeling, to map the guest journey, create actionable segmentation schemes, identify the drivers of guest satisfaction and, ultimately, present guests with more personalized and relevant offers and treatments.
Also important is having the right organization resources. Some hotels are now hiring directors of guest experience management to lead the charge.
Hotels need to adopt the right guest-centric strategies and processes (e.g., cross departmental mobile task management) and instill a culture of guest centricity throughout the organization.
These days, responding to guest requests in a satisfactory and time-sensitive manner has become merely the price of entry – the minimum expectation of any leading hotel. To truly excel within the all-important realm of guest experience management, hotels need to turbocharge their service optimization operations with next-generation capabilities.