How to give customers more “feel”
In the hotel industry, it is “Service is king” era. In fact, many presented to the guests the hotel is “one size fits all” products or services, it is difficult to impress guests. Our guest rooms how to leave more of the “feel” for the guests admired and was value for money, but “not for the bed and the fee?” This requires that we work daily to guests needs and product quality-oriented, pay close attention to guest service needs, improve the guest views the first time, continuing to explore and summarize, continuous attention to customer value creation, enhance the Kaiyuan service brand.
In the just concluded 2010 New Century Hotel Group Director of Rooms at the annual meeting, all participants learn from the hotel management company with general manager Chen Miaoqiang recommended articles, through discussions and exchanges, which led to the resonance, now part of the Papers by Abstract Select the following for all to share.
Hotel Management Company Director of Rooms: Leaf Green
How to make guests recognize the value of our room product, how to make guests think that their pay and the resulting product, service or even equal to the value of? Read “not for the bed and the guest pays” article, combined with my own holiday experience, the feeling is even stronger.
The inception of the five-star hotel in terms of our bed brand is “KING KOIL”, Kaiyuan this bed for all guests slept, the bed’s comfort as well as its brand once again choose our hotel guests are not the dominant factor , only part of the reason. Now, each hotel has its own group of loyal customers, hotel guests on your favorite soft spot for only one reason: you have feelings. High-star hotel is now the hardware should be little difference, the real hotel guests linger of whether the customer is to create a feeling, so we have done in the service of various marketing methods, the hotel guests withhold that “acupuncture points” in the search on felt, both sides win, became the hotel guest loyalty. But most of the hotels in practice will often consciously or unconsciously trapped in a “homogenization” of the trap, put a piece of chocolate on the pillow, put in the bathtub stray roses … … thought so as to give customers “feel.” In fact, the different needs of customers far and these.
As mentioned in the article recommended the room where the added value? Every hotel room in pursuit of value-added, many professional housekeeper are also added value to the weight room as much as possible, such as: clean, health environment and comfortable rooms, personal clothing and soft linen, clear description is appropriate illustrations even personalized room layout and design, etc., these are the added value for the rooms provide a good guarantee. In my view, in addition to the guests expected and the actual experience of the same things, he chose to stay at the hotel product is not only to experience the room, but not only because the bed room, but the overall atmosphere of the meet expectations, the overall product and the match. We need to abandon the kind of “homogeneous”, and plain “personalized” service, we should study the source, select and lock their specific market segments, then these customer preferences and needs of targeted R & D product or service portfolio; the same time, for the product or service portfolio to reflect ongoing market testing, continuous innovation, until it reaches the guests moved inside, you have a “feeling.”
“Feel” is important, customers are not necessarily professional, he may not tell you a cup of Coke produced should be a straight drink cup 360ml, producers should also keep pace with ice, straws, and lemon, but he will tell After his stay at the hotel you are feeling and evaluation of the willingness and friend of the hotel, or again become your loyal customers. So how to please our customers, we need to study. I Accor A good card members who have purchased the course 2 products, the Spring Festival to the Pullman Sanya Yalong Bay Resort with a buffet dinner, when the waiter came to play a single price store checkout, I to produce a membership card, said “I’m sorry, I’m your membership.” “Great, you are our members, I’ll put you to re-open one.” Attendants from the heart of the language, facial expressions make me aware of the value of membership. This “feel” whether consumers would be willing to purchase the hotel again, “commodity” key. If I were the guests of a vacation, I hope to have a spacious balcony rooms; I hope that through a window to see the beautiful scenery outside the window; I hope there is a room I can feel the holiday atmosphere everywhere the product layout; I hope is that the hotel other subsidiary products to fit my holiday mood. U.S. special club is a typical example. Its service standards is simple: to provide a getaway from the daily life of people nervous, where they do not need to make many decisions, they can wear casual meeting with others, play and eat and enjoy the beautiful warm climate. In the memorable weeks, vacationers fled competitive world, into a simple, more harmonious club life. Degree of pre-paid holiday guests all costs, and then use a bead in the Village to replace money, customers are called tribal members, their lives are called tribal organizers take care of the staff. It seems miraculous, but he represents a kind of service is carefully designed from a process of unfolding; And if I am a business traveler, I want my room to enjoy fast Internet access services; I want the hotel to give me shirt ironing of very stiff; I hope that when I returned at night to have a little room service details let me surprise; I wish to live in, check-out time can enjoy speedy and exclusive access; if I Kaiyuan is a member, I hope I can enjoy the inception of the service privileges: exclusive channel front member, Member services, room upgrade … … so each market segment customers expectations are different, but in addition with a co-branded bedding, we need to study further the value of different services, promote heritage Kaiyuan caring spirit of our guests more “feel.”
Case “Nila Hero” in Chinese, Mandarin Oriental Hotel remedial measures of service left us a deep impression, the hotel took responsibility for that failure, the relevant departments of the manager in a timely manner should bear their own responsibility, the problem is a satisfactory solution. More importantly, the hotel staff really sending you this letter of complaint as an opportunity to improve service quality, there is no doubt that these practices to the two hotel guests impressed, will attract them to stay at the Mandarin Oriental again.
Our hotel group has been implementing “guests of the letter management procedures” in the hope of effective channels through which the complement bit good service, attention to the views and treatment of guests, effectively play our “guests of the letter” of the channel.
Whether our loyal customers, or new customers or potential customers, we have improved the quality of their products seriously, we must always pay attention to the needs of guests. We mentioned before, now hotels for guests to create a “feel”, in actual operation, the hotel often for some reason, the dissatisfaction caused by guests, and then inevitably guest complaints, then how do we solve? Indifferent? Irresponsible? In fact do not panic, “Hotels” magazine conducted a survey, 95% of dissatisfied customers is not a complaint; even be bothered with “Guest Feedback” do not bother to fill out. Therefore, we should cherish these hard-earned “wealth”, to address complaints, treat the complaint to customer satisfaction as the center, the first time as far as possible to make adjustments to meet their needs. Guests gracious enough to reply comments or complaints, in fact provides us with an opportunity for improvement, which enhance the quality of our services and the hidden market have a significant role in promoting development. Therefore, proper treatment and handling of customer comments and complaints is to uphold the hotel chain development as well as the hotel group’s reputation and growth of the key source.
Room value-added services, we can do
Hangzhou New Century Grand Hotel: “the bed while the guest is not to pay,” read the recommended articles, my mind can not help but emerge out of another one the same purpose: “If service is not just put a piece of chocolate on the pillow so simple. “Very often, we often see a simple bottle of water can bring guests an unforgettable feeling, especially handed it to a thirsty thoughtful hands. The feeling of this memorable, not focus on the service or product itself, but because the staff and look for customers to consider their feelings, personalized services to meet their needs, the emotions created by the recognition. Good at observing the customers demand service staff often know the best time, special services are also based on keen observation. Like parents love their children every possible way, they will always pay more attention to the subtle signs of their children, as employees need to always focus on customer behavior, staff learn empathy for customers, using all the senses, paying attention, to get the guest preference information.
Song Hua Kai Yuan Grand Hotel Beijing: Hotel room five-star hotel guests to purchase products, want what? Guest room products using the most basic need is to buy a space and then a hot bath, the United States and the United States of sleep. This is the basic needs of guests, but also the hotel form the basis of the product. In the eyes of five-star hotel guests, this is only the basic product the hotel, more expectations are not limited to this. Our guests expect the products to other parts of the basic functions of the added value part of the call the hotel. Hotel Room Products of basic products and value-added products constitute the psychological value of customers. Think hotel rooms should be considered added value of products to enhance the following areas: habits are respected guests, guests feel the degree of attention from the hotel, service satisfaction and pleasant surprise to guests the services, hotel facilities and services for guests feeling respected meet.
Ningbo New Century Grand Hotel: Guests are after is to facilitate better, more advanced science of the hotel hardware and more sincere and thoughtful, more efficient and meticulous service. Therefore, as a steward of the room service is more guests should see such demands, offers clean and quiet room to a safe living environment, from room facilities to facilitate the perfect attentive butler service and even full of surprises, its should fully reflect the inherent humanity and personal, to put the reason to live here, and ready for the next stay. Sincere smile, thoughtful greetings, heart of service and timely attention to guests in a good atmosphere and appreciate his value for money, inch by inch to accumulate in the most pleasant surprise from his enthusiasm for this hotel.
Xuzhou New Century Grand Hotel: Let 100% 101% satisfied customers. This is why we often talk about providing “satisfaction + surprise” in the service. Personalized service the most subtle touch customers, strive to give guests a memorable stay a little good things, trying to surprise guests, the guests will keep in mind we have. The hotel “in place of service” basis only, to enhance the hotel’s service quality, enhance brand image, you must be able to provide a “home service.” Special Services is a sublimation of standardized services, is the meticulous management of the effects. In addition to standard services, guests receive a pleasant surprise and enjoyment value, which will bring immeasurable benefits of the hotel.
Zhuji Yaojiang New Century Hotel: We should pay attention to our guests “feel”, I feel each and every experience from the guests services sectors, each receiving process, the attitude of every employee and efficiency, every occasion to create such an atmosphere, we focus on the feeling of guests ahead of time, while we must understand the needs of guests, truly understand the needs of the guests can truly understand what guests need, guests really needs is always our concern to them, need We give them the satisfaction and surprise, is that we need to give them every possible way, we need an efficient and convenient for them, we need hearing, smell, taste, visual, tactile and other guests are also taken into account the feeling that this that is the essence of value services, are the guests willing to pay money “feel.”
Lishui Overseas Century Grand Hotel: We all know that the fundamental business purpose is to get the comfort and convenience to customers, so to meet the basic needs of the guests is the focus of our service. In the constant pursuit of personalized service, fine at the same time, must not relax its standards and specifications of services constant improvement and enhancement and to meet the emotional needs of guests. To really understand the service to start from scratch, from the details of the start, gradually enrich the hotel “bed” of the composition, to bed with a soft “cushion” pleasant “aroma” warm “atmosphere,” intimate “service “Let’s Kaiyuan a different kind of Tin Yat Bed, to meet the emotional needs of the guests to win our guests.
Qingtian Pacific New Century Hotel: The hotel industry is a service industry, mainly dealing with people, staff do not have strong interpersonal skills is hard to do a good job. Therefore, only the first increase employee emotional intelligence, emotional they become rich, they can with enthusiasm and a smile to the guests, to understanding, understanding of customers, care about the guests, so that guests contact the hotel, in the accepted hotel services, to share the “home” of the warm atmosphere.
Pujiang New Century International Hotel: pursuit of guests using the hotel rooms the value of products, in addition to rooms, beds and the associated costs of cotton, the more hotels in the consumer products from the process of visual, auditory, olfactory and tactile integrated experience, is atmosphere, the environment, even more subtle aspects of communication and experience to pursue. Hotel guests in order to create more and better experience and perceived value, must focus on the “four feel” feel, make it “visible” and both self-evident, but also tangible.
Address the guests comments, positive response to complaints from guests
Shaoxing New Century Grand Hotel: positive response to guest complaints. Treatment of complaints from guests, the client gave us a gift, should be thankful heart, take this time to strengthen the loyalty of guests on business opportunities, these are full of hope for our guests to be the most long-term, most loyal customers . For this reason, the Mandarin Oriental Hotel, all departments concerned for their dereliction of duty for a proactive service recovery measures, because their hearts have an account, the cost of developing a new customer is to retain an old customer of 5 times, while the loss of an old passenger and the loss, only for 10 new customers to make up! Therefore, a positive attitude to deal with guest complaints, and put into action so that enterprises can benefit undefeated.
Thousand Island Lake, Hangzhou New Century Resort: A hotel guest complaints every encounter problems, it is the guest of the hotel management and services, the expression of discontent. But this dissatisfaction should do the most rational use of hotel resources is a valuable source of information for the hotel, the hotel itself can become the cornerstone of the quality of service redevelopment. Adventures in Manila, the Mandarin Oriental Hotel, very effective and fast processing of complaints encountered by the hotel issue, but also through its own complaints handling from the new customers gained a good impression, so that customers become loyal repeat customers themselves.
New Century Grand Hotel Kaifeng: guest comments for any businesses are precious wealth, the guests gather opinions, should broaden the collection of channels, apart from regular guest of the letter, the guests visited, the network evaluation has become collected the views of the hotel guests channels, on-line evaluation more objective and real. Guest opinion as a big snowball, the more views, more opportunities to improve the hotel, but the views collected to conduct regular systematic analysis and feedback system, the formation of guests. Management company is currently under the guidance of the views of management of the hotel guests are becoming more mature system are also being perfected, for enhancing the quality of hotel services, improve service quality, to provide “satisfactory and pleasant surprise,” the New Century Hotel service provides a powerful thrust.
Changchun New Century Grand Hotel: Guests of psychology is that we need to experience empathy, we should pay attention to guest comments and complaints, especially first-time guests to improve the views, is one of the best ways to enhance the services, guests are also concerned about the demand for services and guests an important manifestation of the value. Mandarin Oriental Hotel’s success was not only successfully resolved the complaint occurred, this is a chance for individuals there were the inevitable trend, which is based on a sound management system, superior service awareness, understanding of team cooperation combination of factors to achieve.
New Century Chinese city of Ningbo Jiulong Lake Resort: We should pay attention to guest comments and complaints, do take the initiative to communicate. After receiving complaints from hotel guests to respond quickly, take related responsibilities, the departments also undertake corresponding responsibilities, satisfactory resolution of the complaint and to use this as an opportunity to improve service quality. Even if the guests are not necessarily happy with the first night, but I believe that through our efforts we can still save customers the impression, and to attract guests stay at our hotel again.
Xiaoshan Zhejiang New Century Hotel: each hotel has a perfect guest complaint handling process, as determined by characteristics of the hotel services guests will encounter the inevitable complaints. The psychological needs of our guests is to experience empathy, and attention to guest comments and complaints, especially first-time guests to improve the views, is one of the best ways to improve services; we can also consider the opinions and complaints from guests, the other to help us improve operational processes to improve service quality; doing well again, you can use some of the guests made a complaint to a successful marketing plan. Not only to retain the guests, but also indirectly, to do advocacy, to achieve win-win situation. Hotels late last year launched a “guest opinion letter and management procedures”, which seeks the views of the hotel guests to attention and treatment to help hotels improve the management level.
Taizhou New Century Hotel: In the daily work and training, we need to improve staff awareness of changes in the staff aware of the complaints are normal – any company, so the hotel should improve their work as complaints, contact customers and promote interaction opportunities; complaint presents tremendous value – customer complaints, to provide many improvements to products, changing market strategies and improve the service quality of information, so it is a collection of excellent customer feedback channels; same time, the proper handling of customer complaints can also be increased customer loyalty and keep returning the tools, which enhance the hotel’s reputation; customers complain for sure he was other than customer complaints or quietly, “leave you” better. Customer complaint is a gift, the hotel is subject to complain as gold, to establish a rapid response mechanism, the first time to the views of the guests. When the customer dissatisfaction and complaints arise when the hotel to use a positive attitude to face.
Ningbo New Century Hotel: The best hotel is in the continuous improvement of listening and grew up, for hotel guests in terms of them as they do not need to serve the same God, they just want to be able to stand all the hotel guests demand point up the design hotel products, as well as existing problems to improve timely. Satisfaction in addition to the hotel guests want to have good hardware, but also need to humbly accept the reasonable proposals of every guest, while the issue as soon as possible to see improvement author.
New Century Grand Hotel Xiangshan Shipu: we must pay attention to the needs of guests and opinions. “Never Say No To Our Guests”, is this the best explanation. Customer-first philosophy in the hotel’s services will be throughout the course, such service is the ability attracted guests. We want to focus in depth on the basis of the grouping, breaking geographical boundaries, star of the boundaries to the implementation of our service concept, so that guests can really enjoy themselves in the nature of New Century needs. Our concept is more to this service as a careful look at with great accuracy as in the actual work to form an atmosphere. So we advocate the Kaiyuan care is no longer a simple case, but the entire Group’s right off the road carrying.
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Customers pay not for the bed and
Why do customers have to pay several hundred dollars or several thousand dollars on your hotel stay for one night? Is because the spring goes on inside the bed room it? This should make us all the hotel people need to think about.
Are talking about added value, the bed room we provide added value to return the number of customers pay the price? Do you think the added value provided by the hotel customers can return the money to pay it? We are almost the same cost accounting of the economic operating cost per hotel room. In fact, the rooms the profit is the added value of customer should be measured, as a consumer, the so-called value for money just as consumers to buy a 800 yuan of goods, the goods cost 500 yuan, 300 yuan another is the business profits. On a consumer, the value for money that is precisely the business on to earn 300 yuan of profits paid results, consumers pay a cost of 500 yuan 800 yuan to buy the goods is largely decided whether he will accept in order to obtain business Another 300 yuan and made product, which may only be psychological or perceived.
What do we pay the price for consumers provided much of the added value? Or do we just think that guests to our room in the bed and paid the price? With guests pay the price, rooms where the added value as a commodity? Are we to let our customers feel worthwhile?
Room where the added value? Many professional Chief steward to have the same room as much as possible the weight of added value, such as: clean, health environment and comfortable rooms, personal clothing and soft linen, clear graphic description is appropriate or even personalized the room layout and design , all of the added value for the rooms provide a good guarantee, is that many of the details of the office before starting the preparation of supporting the safety net value to consumers, online and latitude of each by example through a clean room, soft woven clothing and so on. Which once overlooked the details not be up.
How to profit with our customers to create a sense of value for money? Service in the hotel industry is the most important weight, it is not only reflected in the meticulous environment, but also reflected in the meticulous service. A smile, a greeting, an expression, an action, in order to create the feeling of the consumers towards the most perfect, and this feeling for the pros and cons will be our ongoing level of consumer profits.
As a result, hotels can be classified to sell something, “commodity” and feeling kind of goods consumers purchase, feeling that the determinants of consumer willingness to pay or, more in-depth talk, I feel is whether consumers are willing to buy the hotel “commodity” key, however, the hotel is to use the consumer paid to the hotel to re-create the feel for the customer to make sense of the kind of value for money.
Any of the requirements of the hotel consumers are basically the same, they need more than just a spring bed, more need to enter this spring from the bed of the space perceived within the scope of all service personnel this spring bed created by the warm atmosphere, it is the customer willing to pay the price of the real cause of spring bed, but also the pursuit of all professional housekeeper.
I think that the competitiveness of hotel rooms is how to create an atmosphere of spring-bed capacity, that is, customers are attracted by the extent of this atmosphere. A customer is spoiled by cozy life of consumers, now more through our multi-media rooms, automation and so on to attract customers to the consumer, and ultimately the outcome is short-lived, to create a feeling of real customers of the hotel before consumers are willing to pay money reasons spring bed.
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Hotel Hotels Management Case Study: Manila Trek
Two university professors to Manila to participate in the meeting, they booked the Mandarin Oriental Hotel Rooms. Asia-Pacific region that is recognized as one of the best hotels. Mandarin Oriental Hotel claimed to provide not only reflected their own interests and, more importantly, it embodies the guests, employees and shareholders of personal service. The service commitment is with the head office to “become a globally recognized one of the most luxurious hotel group, have each a chain of hotels for the guests to bring unusual satisfaction” of the objectives. In fact, the hotel group because of its superior service and excellent management and often won international awards.
Guests were told they will enjoy the hotel’s hand at the airport pick up service. Everything is normal, they got off the plane, they quickly found the airport attendants. Name waiter told them that the cost of this service, then they quickly arrived on the limousine ride to the hotel.
To reach the hotel, they have been Doorman reception, and took them to the foreground. Prospects of a smiling woman welcome to them, as they go through the admission procedures. Then she led them to a room. The way to the room, she highlighted the various hotels and room service distinctive. The two guest presentation from a young waiter saw the first question. Inadvertently, she said the airport crew was simply to recommend the hotel to meet the most expensive luxury car service, in fact, there is a taxi from the airport to hotel services, the cost is much cheaper. Think of their limited funds, try to think of waiters do not tell them to take a taxi to this choice, the two guests began to doubt the waiter only to introduce them to limousine service is not trying to “kill” them. But after their warm reception, they decided to make this experience due to his bad luck.
The next day, two guests like to walk 10 minutes to the meeting place. Because then it is raining, they went to the desk, the request by an umbrella. In looking around for 5 minutes after the waiter sorry to say that all are checked out free umbrellas. Guests accepted the explanation. However, considering that this is the typhoon season, so the guests wanted the best for the next few days, or book two umbrellas. This request was immediately recorded.
In the evening, one of the guests would like to use the room straight Calls to call home. He carefully studied what billing method, and finally worked out with service fees, taxes and foreign exchange costs and so on, he probably takes a minute 5 yuan. Making phone calls, he eager to see the charges on the account is not the case. When he learned that he played four minutes 45 per call when the payment of fees, can imagine how shocked they are! He examined the initial calculations and found that the cost of the initial calculation is right. He put this situation to the Rooms Division Manager. Rooms Division Manager of the investigation, they recognize the service guide on the telephone billing method can be misleading to customers to ensure that she will consider how to resolve this issue.
3 days later has been in the rain, the two guests repeatedly asked by an umbrella, but did not borrow. They do not believe such as the Mandarin Oriental Hotel will not have enough umbrellas for loan, did not understand why not every book is always an umbrella. Asked the desk, they finally understand that their suspicion is correct: Service not available to borrow an umbrella, they have been deceived. But the two guests were told they could buy an umbrella in the hotel’s retail stores. Two guests to the hotel management decided to make a complaint, they wrote a letter of complaint, expressed umbrella cheating incident, luxury cars cheating incident, misleading guide to the dissatisfaction with telephone charges. In the letter, they also how to prevent such incidents from happening again suggested.
Soon, a room attendant to their rooms, giving them a basket of exotic fruits, also brought a floor manager of the letter. Then came service manager and assume the “umbrella issue” responsibility. She apologized for the inconvenience the guests, and surprise guests to the two presented two umbrellas, but also to provide them with free limousine service delivery machine. Near room manager came and told them of the telephone problem solutions. She politely explained that the telephone costs are not wrong, but she caused the service guide apologized for the misunderstanding. To appease the guests, her phone bill to the guests to make 10% discount. After a child, they got in store manager’s apology letter. The manager to the service department failed to lend umbrellas assumed full responsibility for the guests.
In addition, the hotel also try to prevent similar problems from happening again. Later in the day, the two guests witnessed the reception staff were busy placing umbrellas to cabinets for future guests to borrow. The hotel also immediately notify the airport after the airport attendants must inform every guest all the transport options. As for the telephone charges, hotels to modify the service guide, clear the phone’s billing method.