The Most Successful Way to Ensure a Guest's Happiness is Customer Intimacy
By Bryan Pearson President & CEO, LoyaltyOne Inc. | April 08, 2012
How often do you think your hotel guests, upon pulling up the covers after a hectic day of travel, say to themselves, "Boy, this hotel chain really understands me."
In fact, most hotel chains do have the wherewithal to do just that – to really understand their guests.
Technology is enabling us to gather and decipher data at every moment. From the time a reservation is made to check-in, and from the actual stay to check out, all of these actions provide a window into the needs and aspirations of traveling guests.
But it is how we gather that information, and then how it is segmented and deployed across the organization, including to front-line staff, that distinguishes a chain that simply follows a consumer's purchasing patterns from one that actually knows the customer intimately, and is willing to act on it.
Simply put: A hospitality company succeeds (or fails) based on the satisfaction and happiness of its customer throughout his or her stay. And the most effective way to ensure customer happiness is by delivering experiences that are relevant to your guests, from the moment they click onto your web site to the day they check out. Relevance in turn will lead to customer intimacy and, ultimately, emotional loyalty with your brand.
But don't confuse loyalty with the number of nights a guest sleeps with you. A hospitality chain's repeat business may be the simple result of a variety of functions: location, price, amenities or service. But it also is likely be driven by routine, needs and availability.