Guest interactions that unlock the door to more sales
Say you are working as a front desk executive in a full service hotel with 250 keys. Assume the hotel is running full. Studies have revealed that on average you may have over 100 guest interactions every day. What this presents is 100 opportunities to prove to your guests, that by choosing to stay at your hotel, they took the correct decision.
By the actions you and every employee in your hotel take during those staff-guest interactions, you have the power to either guarantee that your guests return, to eventually become loyal to your hotel / brand and maybe, even be forgiving… when things go occasionally wrong. On the other hand, weakly handled interactions can lead to guest dissatisfaction, to the guest reporting it to the world on social media, resulting in loss of reputation, sales, etc.
Here are some helpful suggestions to ensure that you grab that opportunity from those interactions and not only meet expectations, but perhaps exceed them, where possible:-
Know thy property / brand and the nearby area
Staffs in several hotels erroneously believe that only sales people need know everything about the property. Not so, and yet, this is the least demonstrated attribute by the majority hotel staff.
I recall checking in to a city-hotel around 6.00 pm. and enquired from the receptionist of any nearby local restaurants where I could have a seafood dinner. The guy checking me in said there were a couple of them, but hastened to describe the one in the hotel which enabled customers to make their pick (by type and weight) from an array of fresh seafood displayed on ice – to be cooked by the chefs ‘a la minute’. I was told the restaurant opens at 7.00 pm and asked if I wished to make a reservation. Understandably, I replied with two words - yes please.
Every staff member should know your property and amenities by heart. Every employee who comes in contact with guests should be a walking, talking billboard for the hotel and the nearby local attractions. Remember, many guests who stay in your hotel are also keen to visit nearby places of interest.
Build a connection with your guests
As much as knowing your hotel and the local surroundings are important, there are a few things more important than your relationship with your customers. Sales people often say that building strong relationships is the key to success, but that developing a business relationship takes time. True, and yet, not true for all.
I can think of the times I’ve dined out, where the server was eager to please - neither over attentive nor uncaring to ruin a good meal. And if it was a place I frequented regularly, I would ask ‘Where’s Thomas or Pradeep today?’ when someone else waited on me instead. Because, Thomas or Pradeep, during the times they served me, built a staff-guest relationship that went on to cement my loyalty to that restaurant.
Service providers often mistakenly believe that communicating with the guest is to pop up regularly and ask ‘Is everything in order?’ It is not. It is merely a scripted standard of operation. In fact, when done too often, it can irritate diner/s. Servers need to be taught the art of communicating – showing genuine interest without crossing the boundaries of familiarity.
When a guest feels that the person serving him/her or someone on the other side of the counter really cares about them, they open up a bit, become friendlier and start to see the individual as a human being, not a faceless employee. That’s when a conversation begins…As a guest I felt comfortable talking to a Thomas or a Pradeep – not just because they knew my expectations, but also as a friend.
Own the problem / Wear the guest’s shoes
Things can go wrong even in the best run hotels and restaurants and one has to be prepared for the unexpected. In today’s world of business, creativity, swift decision-making is paramount.
By definition, frontline staff is “employees who directly interact with customers”. Frontline employees are the face of the organisation that by their behaviour and actions mirror your company’s vision, mission and values. Despite all this, the majority in management, instead of creating an empowering work environment, cling to a top-down culture. That is the biggest drawback when things go wrong.
Best case scenario is that the first staff member a guest encounters will have the answer or be able to solve the problem on the spot. Failing which, that employee should follow the issue until it is resolved. Then too, check with the guest that the issue was solved to his or her complete satisfaction. Put yourself in the shoes of a customer who when faced with an issue wants it solved or rectified quickly. When the problem is viewed by the guest as being ‘passed’ around, that’s when the scales get tipped towards frustration and can fly completely out of control.
Ilzaf Keefahs is a freelance writer who enjoys focusing on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike. He delves into the heart of hospitality to figure out both customer service and consumer trends that impact the industry.
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