It seems that every time a survey hits the hotel news magazines, we are still in the same mess we were last year. In some segments there have been improvements, however most have just stagnated and seem to be content with the results. J.D. powers releases the numbers and it seems that out of a score based on 1,000 score the industry seem to settle for 76% return. It is not an acceptable number, we should be able to do better, a lot better. Now ask how the industry can do better.
Customer Service please sign in:
When hospitality managers, and or owners schedule training for their employees, they seem to concentrate only on those visible (front office, housekeeping) what about the rest of the departments? If you want to improve those scores you better provide customer service training to all departments, and yes that includes the managers as well. Managers are very visible, just because they are in a suit does not automatically make them expert customer service representatives. I have seen some managers that inter act poorly with customers, lack of training or just feel uncomfortable with confrontation. These people need to be trained to provide the best service to customers, for they are the ones providing the establishment with a nice profit every year.
Training, Training
Proper training will increase customer satisfaction, and will increase profits. I understand that training is an expense and it comes off the bottom line. Look at as a long term investment that will pay off at the end of the year. Compare your scores from last year to this year. If you are up in percentage satisfaction score then you have gained more customers as well as repeat customers, now that equals profit. If your scores are less, then training is required, and make sure it is the right kind. Either in house or hire a training company. Training is ongoing, not just once and forget it. Have you sales person train guest relations on how to up sale. Have your managers be visible during high check in times. If managers are visible, employees will also be very visible, and will quickly catch on the idea that customer service is a high priority.
ADR, REVPAR GOPAR
These acronyms are based on customer satisfaction, so if you want these abbreviation to sing at the register, take care of your customers. All of us in the industry work to make a profit, and in some cases it not the easiest thing to do, especially when the Government decides to shut down. This hurt many hospitality owners that are near national parks and government entities. They will suffer a setback in their projected budgets. That income cannot be made up, without charging adsorbent rates. And that is very unlikely. No one budgeted for a government shutdown, and it cost the industry dearly (note: be careful who you vote for next time) Just remember that proper training is the key to success with customers. Customers have a great deal of information at their disposal so make sure that your site has the greatest satisfaction ratio. The industry will never achieve 100%, but it is a nice goal to try for.
About the Author
Alan Campbell has been in Las Vegas for over 30 years and has worked for the major strip hotels. He has spent some time in California, Los Angeles where he worked for the Radisson and Sheraton hotels. Alan considers the hospitality industry the best job in the world – it is the only place that both king's and Paupers will visit you.
The Hotel Guy
