Skill Sets Required to Manage the Hotel's (Digital) Customer Touchpoints: Collaboration Necessary
By Leora Halpern Lanz President, LHL Communications | November 18, 2018
Co-authored by Kimberly Kibler, Boston University School of Hospitality Administration
The Increasing Number of Hotel's Customer Touchpoints: The customer's booking and digital connection journey changes rapidly each day as new platforms are introduced and guests continually adjust their method of connecting with brands (as well as their expectations of the hotel companies). Thus, the number of touchpoints a customer uses to contact hotels, for a multitude of actions, continues to expand. From travel agent distribution channels to social media, online travel agencies and chat bots, the guest journey is far from linear. It is no longer a step-by-step process from marketing, to sales, to conversion. The journey has become an interwoven experience that guests expect to be efficient, positive, personalized, and value-driven.
Now more than ever, it is important that hotels maintain a cohesive, clear, and smooth experience for guests as they glide from platform to platform or hotel department to department. The customer's perspective is that all channels of online communication project one voice, whether the guest views content from the marketing team, discusses options with a sales representative, books over the phone, online, or through a distribution channel.
Technical advancements make the booking processes more detailed and personalized and allow hotel companies the opportunity to provide the highest level of customer communication.
In order for external and internal messaging to prove seamless, it is critical now than ever that hotels communicate as one integrated team and singular voice - focused primarily on the valuable guest experiences that lead to overall hotel performance growth.
The Multiple Skill Sets that Oversee these Touchpoints: Revenue management naturally, is an essential contributor to a hotel's performance, and its outcomes see opportunities grow with the number of consumer touchpoints. Unlike other industries, the nature of pricing dynamically allows hoteliers opportunities to provide the most fitting offer to a potential guest, but the trick is determining which offer best fits which guest, based on budgeting and performance goals.