Personalization Drives Customer Loyalty: The Benefits of Implementing CTI
By David Baker Vice President of Sales & Business Development, Servion North America | October 07, 2012
This article addresses how Computer Telephony Integration (CTI) can be used to fill the gap that exists between in-person and over the phone customer service in the hospitality industry. Typically, customer service via the phone lacks the personal touch that comes naturally with in-person service. Implementing a CTI solution into contact centers helps decrease cost per call, improves telephone customer service by integrating caller background information, and increases revenue by building brand loyalty and repeat visitors.
Everyone Wants to Feel Special
There is no industry that demands customer service more than the hospitality industry, which includes hotels, restaurants, and related sectors. Hotel guests particularly seek excellent service, as they are not simply making a quick transaction and moving on like they would with any other daily purchase. When a person stays at a hotel, they generally require extra attention to make the experience as comfortable as possible since this will be their home for the next few days. Given that added pressure, the industry is expected to go above and beyond to deliver experiences that keep customers satisfied.
The hospitality industry faces the challenge of providing reliable and consistent service to its customers across many properties in different parts of the world. While on the property, customers interact with different elements of the organization and the employees within them – restaurants, recreational areas, rooms, reception, and so on. Customers want to be recognized and to be treated in a personalized, consistent, and special manner at all times.
I have been travelling for business for 20 years and I have stayed in my fair share of hotels. After a long day of travel and meetings, I look forward to finally checking into my hotel. If I happen to be staying at a hotel where I have "status" because of their rewards program, the hotel usually offers special perks such as a separate check-in area, late check out, room upgrade when available, a welcome gift and water in your room. The higher your status with the hotel, the better the perks are. If you are a frequent guest, the hotel will go out of their way to make sure you have an enjoyable stay so that you will want to come back and stay with them again. As the old saying goes, "You never get a second chance to make a first impression." Never has this saying been truer than in the hospitality industry.
With hundreds of hotels to choose from, travelers have a tough decision regarding where to stay. The hotels that deliver the best customer service at the right price are usually the ones that get the repeat customers. Occupancy rate is the lifeline for hotels. It is the difference between success and failure. That is why hotels work so hard to earn your business and keep your business. Hotels spend millions of dollars each year on marketing campaigns for their brand, customer service training for their employees, and rewards programs so that they can be your hotel of choice.
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