Contactless technology is pointless when...
In a previous article we carried very recently, titled, ‘The shift towards contactless technology in hospitality’; Ilzaf Keefahs wrote about the seismic shift that is now taking place in hospitality, with hotels, adapting to technology quicker than prior to COVID-19, in the wake of limiting ‘person-to-person’ exposure. In his article, he describes the scenario of booking a hotel room, entering it, staying in it and leaving the hotel at the end of the visit – without having to meet any member of the hotel’s staff – thanks to available ‘contactless’ technology.
However, the idea of a contactless hotel experience isn’t entirely a new one. In the last decade or so, many hotel owners and operators including the big chains have installed smartphone door locks, instant communication streams, and self-service technology (SST’s) that includes check-in, wayfinding and informational kiosks in the hotel lobby.
Starwood in 2014, took things to a new level, by introducing two new robotic butlers at the Aloft hotel in Cupertino. These robots were able to navigate to and from rooms vis a combination of sensors and Wi-Fi/4G connectivity that communicated with the hotel software, to seamlessly attend to guest needs without any issues.
Even before the tsunami of COVID-19 wrecked havoc on earth, the hotel industry, or at least a section of it had already fully embraced digitization. The drawback was that this digital adaption was mostly before and after a guest’s stay – not during the stay! Hotels solely relied on guests contacting staff if they have requests, questions or sought assistance during their stay. With the pandemic in full swing – that’s where the rub is!
Hoteliers are embracing self-service for one simple reason – they have to. As more and more guests keep experiencing it…there comes along the everyday expectation, that it is now an inescapable ‘way of life’ and hotels need to adapt. Self-service, if done correctly, allows hotels to operate much more efficiently, while simultaneously offering guests the safe experience that leaves them comfortable.
The key word is ‘done properly’. Consider call centres; throughout 2020, call centres needed to operate and evolve to meet fresh challenges posed by COVID-19. The other day, I wished to make an appointment to see a physician at my nearby hospital. Despite five telephone calls between 8.00 – 9.00 am, the ringing phone went unanswered. Now, we all have, at some point in time, encountered the common call centre problem of an agent’s ‘unavailability’ to answer calls - only to hear that familiar ‘All our agents are busy, please be on-hold as your call is important to us” message, repeatedly relayed in-between the busy ‘ring’ tone. Undoubtedly, this could be discouraging to callers. But to not have the call answered at all? That’s downright annoying.
As I really needed to seek early medical attention to my ailment, I had no choice but drive to the Hospital to make that appointment. In this instance, where the emphasis nowadays lies on technology that facilitates service from a distance, the King’s Hospital failed miserably.
It’s critical that organisations, especially those in the hospitality business proactively work to be on top of what they claim. If you say ‘We are contactable 24 hours and that all our call centre operators are waiting to assist you anytime’…for heaven’s sake make good on your promise.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Trainer, Ex-Hotelier
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