Customer service is an important part of any industry, but when consumers frequent your locations for the express purpose of enjoyment and comfort, care becomes paramount to satisfaction. This is the challenge facing the hotel and hospitality industry. Not only do most businesses meet the needs of their guest, they must do so faster and more accurately than their competitors.
Staying ahead of other brands may prove more challenging as big data makes its way into the hotel industry. More businesses implement data systems that collect information on consumers through online portals, smartphones and connected devices. The details of each individual consumer allow hotels to identify preferences and deliver care before guests asks for it. To stand out from competitors, many hotels look for new ways to deliver service.
“Certain hotels use intelligent systems to facilitate interactions between guests and robot greeters.”
Robots in the lobby
With information collected through customer care centers, social media platforms and past guest visits, hotels should be able to recognize common requests and questions. The end goal should be to anticipate the needs of certain demographics based on accurate records and predictive modeling.
When this information is readily available, care agents can deliver proven solutions while referencing central customer relationship management solutions. Automated systems can also deliver simple answers and free human agents to focus on more challenging tasks. The Guardian detailed how certain hotels use intelligent systems to facilitate interactions between guests and robot greeters.
Individuals who visit these hotels can check in with an automated machine possessing a human form. This creates a rapid process able to anticipate needs and deliver careful answers, shortening lines as basic care functions are performed by the robot employee.
A connected hotel room
Consumers send a lot of information to modern hotels. It’s not uncommon for online registration forms to collect details that make it easy to segment contact lists or deliver personalized deals to recurring guests. Social media solutions can also study what consumers say about brands to their contacts.
In the near future, hotel rooms themselves may be able to collect data on guests, according to Biztech magazine. Some modern resorts experiment with introducing the Internet of Things into their spaces. Guests can order room service using touch screens built into mirrors or table tops. Smart thermostats and other environmental controls adjust atmospheres as individuals communicate preferences and move about a space.
These examples may be a little more hi-tech than smaller hotels are ready to implement, but guests often bring communication devices with them. All businesses in the hospitality industry have to be ready for video communications, short messages delivered through text and other modern platforms.
First steps for future plans
If a hotel wants to find new ways to act on consumer data, it must first make sure its information is accurate. All customer relationship management solutions must be visible to ensure information is consistent, truthful and free from redundancies.
Accurate consumer data should speak for itself. It should show where new care opportunities exist and what customers want from future services. When there isn’t enough information to make reasonable projections, it may be time to work with a third-party customer management service partner that can collect data through surveys or daily care center activities. Observing the present is the best way to anticipate the future.