10 Steps of Hotel Employee Engagement to Achieve Customer Satisfaction

By Bob Kelleher President and Founder, The Employee Engagement Group | March 13, 2011

After many years working for both small businesses and large Fortune 500 companies, and after having an up-close view of all aspects of how organizations function, I've concluded that there is one common trait successful businesses share: the firm's leaders understand that employee engagement is intricately linked to customer satisfaction.

You might also be surprised to learn that these companies implicitly understand that their customers and clients are not their #1 priority. Their employees have to be. There is no industry where this is more true than the hospitality industry --- an industry in which the customer's experience is almost entirely dependent on how engaged a particular hotel's workforce happens to be.

Successful hotels and hotel chains know that their employees are #1. Certainly customers need to be are "1b," so to speak. But, hotels that "get it" understand that their employees drive customer satisfaction and that without engaged and motivated employees as "1a," their customers will never achieve the optimum customer experience. I've heard gasps and observed surprised expressions exchanged across boardrooms when I've made this assertion – after all, it's customers who pay the bills, and no one doubts the importance of maintaining their satisfaction and enticing them to return to your establishment. I've also seen eyes roll in the heads of employees who have heard this sort of thing stated disingenuously too many times by insincere leaders.

You might be surprised to hear that customers, after hearing me make a statement that seems to relegate them to a back seat, have often approached me after a meeting or presentation to tell me, "I wish this was how our management team felt about us!" After all, your customers usually work for companies, too. They want to know that their own company feels the same way about them. Employees' dedication speaks volumes to customers. And to earn and benefit from that dedication, every business's actions need to remind their employees of their importance.

It's About People, But Not Satisfaction

Peter Drucker, the late management guru, concluded after many years of research that the most important five letter word in business begins with the letter P. It is not Profit, claimed Drucker, but rather People. Notwithstanding this observation, there is a common misperception that employee engagement means employee satisfaction. The last thing any company wants is an underperforming but satisfied employee. Engagement is not an end in and of itself – it's not about having things (the best of benefit programs or the highest bonus checks), or even about instituting a training program or a flexible work week. Successful engagement is about sustaining:

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.