In today’s digital world we all communicate through social media to one degree or another regardless of generational differences. It has become the medium we use to exchange ideas or opinions and create or maintain relationships with not only friends and family but with every industry including, and perhaps especially, when discussing hotel customer service in the hotel industry.
For hotels, it offers a direct channel for guests to provide feedback, from compliments to requests to complaints. And, together with advances in technology, social media channels have created opportunities for hotels to provide and improve customer service.
The Three R’s of Social Hotel Customer Service
Revenue: Hotels that deliver great social customer service will become more profitable than hotels that do not. It is the avenue that influences purchasing decisions and creates booking opportunities.
Reliability: Addressing complaints and resolving issues quickly shows your hotel listens and cares about guests. That spontaneous and authentic contact is what your guests and prospective guests crave. It creates a bond between your hotel and guests that creates loyal followers.
Reputation: Guests that experience a positive customer service experience are 25% more likely to become advocates and influencers of your hotel. But they can just as likely stop coming to your hotel and give bad reviews because of a poor experience.
Social Hotel Customer Service Guidelines
When it comes to a social hotel customer service strategy, there is no magic route your hotel can follow to find the best social customer service practices. It all depends on your hotel’s structure, processes, message and identity. But there are some guidelines that will help shape your hotel social customer service practices and serve as a reminder that responsiveness is everything.
- Staff Ambassadors: Your hotel staff is first in line for interacting with your guests. Guests want to feel their issues are as important to you as it is to them. Respectfully take care of any issues and show that your hotel makes them your number one priority. To avoid confusion, ensure your staff is consistent with their handling of all issues by setting standard practices for basic issues but allow some flexibility so that staff can make decisions that make them feel they are part of the solution.
- Chat Messaging: Provide a messaging service between staff and guests as a solution for handling volume requests of basic issues – like needing towels or an extra pillow. It will also assist your staff in attending all guest needs in a less stressful and efficient way.
- Guest Expectations: When guests or prospective guests engage with your hotel through social media platforms, they expect a response in real time. This is your opportunity to shine. There are many live chat services available that can give you the chance to connect with your guests on a more personal level and show your hotel cares – all in real time!
Simply put, properties that take the time to include social hotel customer service as part of their social media marketing strategy will be the ones that will reap the benefits of repeat business and increasing their chances for profitability.