Make Guest Recovery an Everyday Asset
By Aaron Housman Partner, Elevate Research | April 13, 2014
"Success is failure turned inside out."
Things will go wrong. It's inevitable in life and in business. And the sooner one gets to that conclusion the sooner he can get on with what comes next: preparing for the inevitable. In the hotel business that means following up with guests when the experience is substandard for any number of reasons, from guest service to property maintenance to the type of sheets on the bed.
But there is a difference between just preparing for the inevitable and being well-prepared. Following up effectively with upset guests doesn't happen accidentally. It is planned, trained tracked and executed every day. It is a way of life for best-in-class operations. In this article, we will examine the impact of poor guest experiences, share a sample framework and training plan, and outline some ways to continuously improve and create real accountability for your staff. In doing so, we hope to help you be better prepared for the inevitable and turn upset guests into lifelong advocates.
Your Guest Experience Matters
In its most simple form, your guest experience matters because guests who have a great experience are much more likely to stay again in the future compared to guests who have a poor experience. In fact, the Wharton School conducted a study a few years ago that showed just that…and more.
They found that when shoppers encounter poor experiences at a store, their intent to return drops by over 65%! They are also much less willing to recommend the store to family and friends.