Customer service has come a long way in the last hundred years but the most dramatic changes have happened – and quickly – in the last thirty. We have gone from brick and mortar shopping to online shopping – from using travel agencies for vacation bookings to searching social networks and using messaging apps.
From the early 90s into the 21st century, the Internet and social media platforms changed the way we find and share information. Where we once looked directly to advertisers, fellow workers, business customer service staff, family or friends for information and ideas during our travel journey, we now look to online reviews, social networks and hotel websites.
We also seek out the opinion of peers online to help us sift through all the available offers, products and services we want or need to find that perfect hotel stay, vacation spot or foodie experience. Then just to mix things up a bit, different generations have different expectations.
Through all these recent social and technological innovations as well as different generational expectations of what great customer service entails, there are common needs that bind it altogether and exemplify the changing face of customer service for hotels:
Customer service and the customer experience expectations of today’s travelers have changed forever. Whether it’s the tech savvy millennial or older generations, guests expect hotels to respond on their preferred channel. So a seamless integration of services like social media, email and chat into one eCommerce platform will be in sights for the future. For the hotel, it means customer service agents get notifications from all channels coming into one place and a unified voice across all channels for messages that go out.
Making the customer experience easy and enjoyable is what it’s all about. Hotel guests or potential guests don’t want to struggle around your website and waste time trying to find the information they need. Things like integration of a live chat service to your website, building a user-friendly website with great functionality or adding a great FAQ knowledge base make for an efficient, fast and enjoyable guest experience. Also, with mobile usage on a continuous rise, a responsive website is a must. For the hotel, it means you are making your guest’s life easier and saving them valuable time – two things that will go a long way in gaining and keeping their loyalty.
Guest empowerment and emotions
The human need for emotional bonding is a huge factor in providing great customer service and a strong motivator that drives bookings. Making your guests feel uniquely valued, special and important is a means to gaining their loyalty. You can’t currently make a chatbot empathize with your guest needs. For the hotel, it means keeping in mind that it is the genuine authentic relationship that sustains growth.
With so much digital competition, the new face of customer service for hotels is all about the guest experience. The genuine, feel good moments are not just a chance to complete a sale but an opportunity to strengthen your hotel’s connection to guests and potential guests. It’s what draws them into your hotel and keeps them coming back expanding your follower base and generating revenue.