Editorial Board   Guest Author

Ms. Eckel

Ashley Eckel

Director of Marketing, Zoove/StarStar

Ashley Eckel is the Director of Marketing for StarStar, responsible for all brand awareness and marketing programs for the mobile company. Prior to StarStar, Ms. Eckel ran marketing for Maxymiser, a global website optimization company, where from 2010 to 2012 experienced over 200% growth in market share and revenue. Previously, Ms. Eckel managed online marketing programs for CLECenter.com, as well as drove all marketing communications programs for online health pioneer, HealthMedia, until their acquisition by Johnson and Johnson in 2008. A career-long b2b content marketer, Ms. Eckel has written dozens of eBooks, newsletters and articles, in addition to leading multiple public relations, email marketing and branding initiatives. Ms. Eckel graduated from the University of Michigan with a dual degree in Marketing and Communications.

Ms. Eckel can be contacted at 1-877-283-5485 or aeckel@zoove.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.