Customer Service is the 'New Marketing'
Lodging Interactive published a new article on Hotel Business Review explaining how customer service has become the NEW marketing.
Even if you have your own messaging right, third parties can impact the way in which guests form expectations about their stay. Because of the many intermediaries at play between hotel properties and guests, it can be difficult to set, and therefore meet, guest expectations. Our eBook dives into many of these challenges while offering ways to overcome them.
Our eBook, The Hoteliers Handbook to Managing Guest Expectations in the Digital Age, offers expert advice on setting and managing guest expectations. Here, well look at four of the most common ways that customers voice their dissatisfaction, and how you can tackle them head-on. With any luck, you will transform someone who might not stay with you again, into an outspoken promoter of your hotel.
The hotel industry is in the midst of a dramatic change. However, knowing there is a need for change is not enough. Real change or transformation is the most daunting task facing organizations & individuals in todays fast paced and innovative world.
Traditional marketing is losing effectiveness, and more brands are relying on creating connections via thought leadership content marketing to build trust, credibility, influence and sales. It can help to establish your company as the firm with the best knowledge and insights within your marketplace - and if executed strategically, can help you gain access to hard-to-reach decision makers.
Recently I was asked by a long-term client to offer a training module specific to handing guest complaints. Now Ive always covered service recovery as part of my existing hospitality excellence training, focusing on using proactive hospitality and anticipating needs in order to avoid complaints before the occur. However, this resort clients staff had already been through that many times and really wanted me to specifically address the topic of complaints.