Anatomy of a room booking by phone

The ‘Gift’ voucher required that I call Jithendra for a prior reservation. When contacted; Jithendra requested that I call Sureka (providing her tele number) for assistance, as he no longer handled hotel reservations. Not a very positive first impression and I begin to get that slight feeling of being given the all too familiar ‘run-around’, which many Sri Lankan businesses excel in. Reshuffling of tasks is not uncommon in most offices. However, these internal changes should not disrupt the customer centric image one has crafted. Jithendra needed to do exactly the opposite of what he actually did. Had he offered to have Sureka call me rather than instruct me to call her, it would have settled the issue nicely and reflected an attitude of ‘I care’.

Sureka answered my second call to the hotel’s reservation division, on the 4^th ring, and, in the middle of unsuppressed laughter (presumably, took the call during an exchange of jovial office banter). Nevertheless, it was a cheerful prelude to her single worded ‘Ayubowan’ greeting.

My booking was handled efficiently, I was asked to ‘be on line’, whilst she checked room availability. Being informed of this when been kept on-hold is good telephone etiquette. Alas, nowadays too often is one abruptly told, ‘Hold on’ or ‘Just a minute’, before being left in eternal silence or forced to listen to mindless ‘music on hold’.

Rates were provided promptly and she was very helpful in suggesting which package I should avail myself, and, at the most economical price, since I wished to change from the ‘gifted’ double room with B’fast, to a Triple-bedded room on half board. Sureka informed that I needed to pay an additional amount for the change in meal plan/room type and we agreed that I would pay this direct to the hotel. I must say that this part of the ‘interaction’ involving product/pricing knowledge was handled, both pleasantly and competently.

However, from this point onwards, the interaction was driven by me when I had to ask for a confirmation from the hotel. The proactive norm is to offer (before being asked), to send the room confirmation and in today’s world, this is easily done electronically since most customers have internet connectivity. Sureka responded to my enquiry by telling me that she would call me and advise me of my reservation number. A reservation number is hardly reassuring to the guest. Those of us who have an intimate knowledge of the hotel trade are aware that it benefits the organisation as a booking ‘information retrieval and control’ feature – nothing more…I was asked for my telephone number, which I gave, hoping she wrote it down accurately as she did not repeat it. However, I let it go in good faith, expecting to receive the information that very day, if not within 24 hours.

Reservation agents can sometimes be guilty of getting off a call, towards the end… too quickly. Sureka it appeared was on that road. The cue to this is when agents fail to ask if there is ‘any other questions?’. Many customers think of something else just before call-ending and it is lost when they are ‘rushed’ off the phone. There was no genuine ‘Thank you for calling’, ‘Have a nice day’ or a similar appropriate response during call-ending. Most reservations or customer care agents don’t realise the powerful impact of using the caller’s name. When someone uses my name during the call-ending appreciation statement – it is a great way to personalise the interaction.  

All in all, the ending was pretty ordinary. Incidentally, Sureka did not call back to provide me my ‘reservation number’. I had to make a third call to obtain it.

Shafeek Wahab – Editor ‘Hospitality Sri Lanka

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