Customer Success: A New Paradigm for Hotels
Albert BarraDecember 9, 2023 · 5 min read
The Purpose of Customer Success in Hotels
The purpose of Customer Success in hospitality should be:- Managing Expectations: From booking through to the stay, demonstrate how Customer Success can enhance the guest experience through personalised services, recommendations and individualised attention.
- Building Lasting Relationships: Integrate guest satisfaction goals into every Customer Success interaction, ensuring that every touchpoint adds value to the experience.
- Achieving Guest Satisfaction: Go beyond generating additional revenue for the hotel. True success is when the guest leaves completely satisfied and eager to return!
What Is the Ideal Outcome for the Guest?
This is at the heart of Customer Success in hospitality and is achieved by building a relationship of trust with the guest.What Is the Ideal Outcome for the Hotel?
Guests who value the experience and cannot imagine staying anywhere else. This is achieved through mutual trust, personalised attention and exceeding expectations."Guest loyalty comes from trust, familiarity and appreciation of the quality and reliability of the experience—not simply from added amenities or discounts."
Preparing for Customer Success in Hotels
Customer Success in hotels does not happen on its own; it requires preparation. Here are some specific considerations:1. Clear Vision
Define a clear vision for Customer Success in hotels that outlines how it will enhance the guest experience and the benefits it will bring to the hotel.2. Guest Experience
Align service promises made during booking with a model that shows how those promises will translate into an exceptional guest experience.3. Hotel Experience
Understand what you expect from the relationship with the guest and how you define success for both the hotel and the guest.4. Continuous Evaluation
Use a continuous evaluation model and clear metrics that adapt to the guest's needs at every stage, from booking to departure.5. Training Programme
Develop a training programme that aligns with the guest experience and is clearly defined and tracked.6. Understanding Preferences
Understanding guest preferences is key, both at the time of booking and throughout the stay. Make sure you understand their expectations and how they may have changed.7. Regular Reviews
Establish a documented process for reviewing guest satisfaction and conduct regular reviews to track progress."Preparing for Customer Success in hospitality comes down to three key points: understand the guest, do what is right for the guest and document everything. Twice."
Measuring Customer Success in Hotels
The ability to measure success is crucial both for guest perception and for the contribution of the Customer Success team.Measuring the Customer Success Team's Contribution
- Define the Desired Experience: What is the purpose of Customer Success for the hotel?
- Direct Influence: Measure only what the team can directly influence.
- Define Improvement: Establish what counts as an improvement in the guest experience.
"Improvement is improvement. Motivate the Customer Success team to make sure it happens."
Measuring the Guest's Perception of Success
- Set Expectations and Agree on Next Steps: Agree on a plan based on stay deliverables, a continuous improvement model or even a strategy to surprise and delight guests.
- Build a Relationship: Direct guest feedback is key to understanding their perspective.
- Achieve Guest Satisfaction: Guest satisfaction should be part of the Customer Success plan and closely monitored.
"Success must relate to the purpose of Customer Success: enhancing the guest experience and achieving specific objectives so guests can demonstrate their success."
Engagement for Customer Success in Hotels
After booking, everyone wants to engage with the guest. My suggestion is that Customer Success should be responsible for the post-booking relationship, provided it is done properly and there is openness to involving other teams when necessary.Who Do You Engage With?
Build a comprehensive relationship with multiple stakeholders, from decision-makers to guests, operations teams and others.How and When Do You Engage?
Engagement will depend on your own processes and guest preferences. For example:- Booking: Introduce the concept of Customer Success during the booking process, showing how it will enhance their experience.
- Arrival: Customer Success should lead the welcome process and begin to understand the guest's preferences.
- Stay: CS can become involved in activities that surprise and delight the guest, creating memorable moments.
- Feedback: A strong CS team will track guest satisfaction and address any issues proactively.
- Promotions: Use the CS relationship to offer personalised promotions and loyalty rewards.
"The key is continuous, relevant and valuable engagement that shows guests you genuinely care about their experience and are there to ensure their success throughout their stay."
Challenges and Strategies to Overcome Them
Customer Success in hotels is not without its challenges. Here are some common ones and strategies for overcoming them:Challenge: Unmet Expectations
- Strategy: Set realistic expectations, communicate clearly and address any issues proactively.
Challenge: Changing Guest Preferences
- Strategy: Stay up to date with changing guest preferences and adapt Customer Success strategies accordingly.
Challenge: Diverse Desired Experiences
- Strategy: Tailor the Customer Success approach according to the type of guest and the desired experience.
"Challenges are opportunities in disguise. Customer Success has the power to turn every challenge into an even more remarkable guest experience."Customer Success in hotels is not simply an additional service; it is the key to turning every stay into an unforgettable experience. By engaging, understanding, measuring and overcoming challenges, hotels can make Customer Success their engine for growth. The next time a guest checks in, remember: their success is our goal, and we are here to make sure every moment counts.
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