After COVID-19, some 'touchpoints' are best not left untouched
Touchpoints in the hospitality business as we know them are important in shaping customer experiences. It is a proven fact that an interaction between your staff and your guest is essential for shaping a rapport; positive ones when the interaction is good, negative when friction is encountered. Statistics also reveal that a positive rapport can increase guest’s spend as well as lead to a potential recommendation.
So, what exactly are touchpoints? According to Hotel Industry Magazine, “Touchpoints are every occasion where a guest comes into contact with the hotel. This can be by telephone, via the website and when they come into the property to eat, drink and sleep”. I would add ‘when leaving the property’ to this description.
As an hotelier, we know that one needs to map out a guest’s journey to figure out how to provide good customer experiences, in a seamless manner - at every touchpoint. Some examples of a positive touchpoint can include greeting a guest in the lobby, a genuine “are you enjoying your stay” query or handing over a pen, when checking in.
Hang on…did I say, “Handing over a pen?” Not anymore. After the coronavirus outbreak was first identified in China in December 2019, the world we slept on (until then)… is no longer the same. Certain touchpoints as we then knew them, no longer apply. Passing around a pen gripped by numerous other hands is now on the list of ‘untouchables’.
The new touchpoints that draw cautious or suspicious attention are things like; touch screens, elevator buttons and door handles. Guests, seeing housekeeping staff wearing gloves all the time, (which was previously uncommon unless one was washing the toilet) and cleaning public areas including table tops, counters, etc. more frequently… will find it all the more reassuring.
Housekeeping staff will need to be re-trained on compliance with proper sanitizing practices such as high touch items in rooms like remote controls, telephone, drinking glasses and table / counter tops.
For those employees in the food and beverage departments, regular hand washing will be monitored - especially where the food serving protocol has changed. For example, employees serving food instead of customers being allowed to serve themselves, whereas, previously, the ‘self-service’ option was the popular norm. Some restaurants may shift from Buffet style dining to bagged meals service. Others will remove the salt and pepper shakers, sauce bottles and even the flower vase from the dining table.
Rather than linger in high traffic areas such as in lobbies and restaurants, the new norm would be, where guests would limit ‘exposure’ and ‘time spent’ in high-touch areas An elevator carries a high risk of transmission due to its confined space. Many of us would therefore be hesitant to get into a crowded one. Taking the elevator alone is one option, but that can sometimes happen after ages. Ideally, it makes sense for guests who need to navigate a floor or two to use the stairs. In which event, stairway doors will need to be operational both ways - enabling guests to exit as well as enter – in turn altering the dynamics of fire evacuation protocols. A deep dive into other areas will reveal a multitude of changes that will happen.
Welcome to the new norms and expectations.
Ilzaf Keefahs– writes on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike.
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