Editorial Board   Guest Author

Mr. Willm

Frederic Willm

Director of Digital Marketing, Design Hotels AG

Frédéric Willm leads Design Hotels’ digital and mobile marketing strategies across global territories. He took on the challenge 2 years ago with the clear aim to considerably enrich the company’s online presence. Previously, he created significant value for B2C e-commerce and media businesses for over 15 years, in industries including digital content, large audience portals, subscription services, entertainment and dating sites. Mr. Willm worked for several of the Internet’s big players, including the Amazon subsidiary of Audible.com in France and at the EMEA mobile division of Fox. His specialties include customer acquisition (across SEA, SEO, Display, Affiliates…), customer retention and loyalty, as well as conversion optimization. What distinguishes Mr. Willm's expertise is his creativity and brand understanding, coupled with a strong focus on analytics and data-driven marketing. Mr. Willm initially graduated from France’s Clefs d’Or Concierge school, then later studied Marketing at one of Europe’s top business school, ESCP Europe. For any questions, he can be reached via Linkedin on http://www.linkedin.com/in/fwillm or on f.willm@designhotels.com

Mr. Willm can be contacted at 49-0-30-88-49400-72 or f.willm@designhotels.com

Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.