4 Effective Ways Hotels Can Utilize Telephone Marketing Opportunities

By Mark Williamson CEO, PHMG | September 16, 2018

The customer is always right. And nowhere more so than in the hospitality industry where customer expectations are extremely high.

From remembering guest names to offering a glass of champagne on arrival, hoteliers have to be well-versed in the art of customer service and the small touches that make a big difference. 

These extras can really make a difference to customer satisfaction, retention, recommendation and ultimately revenue.

But it's not just the face-to-face experience where customers should be made to feel appreciated.  We live in a virtual and digital world which has transformed the customer journey beyond recognition. The telephone is often your company's first interaction with potential customers and should be treated as instrumental in converting leads into sales.

Whether they're calling to book a room or enquire about the price of a treatment in the hotel spa, a customer is immediately forging that all-important first impression of your brand. And we all know that first impressions last. And bad first impressions can destroy brands. Especially under the immediate and far–reaching spotlight of social media.

This becomes increasingly pertinent in the light of recent independent research which revealed that 59 percent of Americans will never buy from a company again if their first call isn't handled to expectations. 

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.