A few weeks ago, I took a call from one of the utility companies. I answered the call with a clearly audible “Good afternoon, Caroline Cooper,” which was then followed by the question “Is that Mr. Cooper?” Not a good start to the conversation! The representative then asked a close-ended question, to which I replied yes, and she then went totally silent; this was obviously not the answer she was expecting and her script didn't seem to prompt her as to how to continue the conversation.
As a long-standing customer, I expected the company to have known the answer to this question without having to phone me. The whole experience was very impersonal and made me feel far from a valued customer.
Maybe this example is extreme, but do any of your guests experience similar encounters?
In an industry where personal, hospitable guest experiences are the keys to success, you must ensure your staff doesn’t fall into autopilot. Here are six ways to stay attuned to the needs of guests.
1. Get to know your guests
Being visible and making personal contact with your guests gives you an opportunity to get to know what's important to them, and it enables your guests to get to know, like and trust you. Personalities are part of the hospitality business, so encourage your team to be themselves. Rather than forcing them to read from a script, let them choose their own way of doing and saying things—as long as it gets the right end result.
Give your team the authority to take time to engage and chat with guests. Encourage them to show interest, ask questions, listen and display empathy. Building that rapport makes it easier to get feedback, identify and meet specific needs and deal with the occasional problem.
2. Anticipate needs and personalize your offering
Start by identifying customers' needs in advance. Put yourself in their shoes or ask them directly what they want from their stay with you.
• Are they business users who need a phone charger, restaurant or theatre bookings, access to a printer to print their boarding passes, a quick, no-frills breakfast before their meeting, or an express check out?
• Do you cater for families who might want equipment for infants and small children (and staff who look happy to see them), child-friendly menus and something to entertain the kids?
• Do you cater for a lot of celebrations when people might want birthday cakes, flowers or gifts?
If you know there is a likelihood something will be asked for, build this into your services as a norm. That way you can plan for it and train your staff to deal with the situation.
Demonstrate you're one step ahead of your guest by offering them things before they've even asked. For example: If guests arrive after a nightmare journey because of a hold up on the motorway or airport, offer them a complementary massage to help them wind down. If you see a guest arrive on crutches and you don’t have an elevator, change their room to the ground or first floor. If guests are attending a wedding, do they need directions, the weather forecast and confetti? If they’ve been out walking and got caught in the rain, can you take their wet clothes and get them dried (which saves your bedroom carpets, too).
3. Be flexible
Even if you're not able to bow to every request, don’t let your team be so bound by the rules that any request is met with a hostile, “jobsworth” attitude. You might get the occasional hiccup, but if you allow your associates to use their common sense, they'll normally rise to the occasion.
If you cannot meet your guests’ initial requests, encourage staff to always look at offering an alternative:
• A guest wants an early breakfast before your kitchen staff normally arrives: Offer a continental breakfast or a tray instead.
• You receive a request just 10 minutes before service for an alternative to the set menu for a big party: Listen to what the guest needs to avoid and offer an alternative combination without this item.
• Your weekend guests ring ahead and say they haven’t been able to get a dog sitter: Find a local kennel that can accommodate the dog.
• Your guest asks for a particular brand of whisky for an important client he is entertaining: Phone your neighboring hotel or pub to see if they have it in stock.
Encourage your staff to get into the mindset of looking for an alternative solution. Even if the initial question has to be answered with a “no,” it should be followed by “but I can do X for you,” or “I know someone who could do this for you.”
4. Make your guests feel special
Ensure your guests feel they are genuinely cared for. You need to make them feel as if they are the only people you're dealing with. Whether it's the first or the hundredth time you've been asked the same question or heard the same joke, the guest should always feel like it's the first.
Show you listen. Encourage your team to go the extra mile by picking up on things your guest has mentioned. Unexpected little surprises that make guests feel special, such as organizing flowers or a small gift when you identify it’s their birthday or special occasion, go a long way.
5. Remember your guests
The very least you can do is to remember your regular guests. But even with first-time customers, use their name if you know it and slip it into the conversation naturally.
Capture their details and preferences. Do they like a particular room, prefer a specific table or need a special pillow? Remembering these small details can make your guest feel valued.
Help your customers to celebrate by noting their birthdays and anniversaries on your database and inviting them to celebrate. For example, invite wedding couples back for their first (and subsequent) anniversary.
6. Prepare for things to go wrong
In every business things are bound to go wrong at some point, but it's the way problems are dealt with that make all the difference. Keep your guest informed of problems such as unexpected delays or services that are not available, and offer something by way of compensation with an apology. Everyone accepts things can go wrong; it's when they're not kept informed that tempers fray.
And if the guest has cause to complain, have a system in place to deal with and follow-up with the guest that shows you’re taking it seriously. A personalized response is key.
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