Taking Customer Experience to the Next Level
By Dennis Armbruster Vice President and Managing Partner, LoyaltyOne Consulting | April 10, 2016
The hotel industry recently experienced some good news with the announcement that overall guest service satisfaction was significantly up in 2015, according to a survey by J.D. Power & Associates. In addition, the number of guests reporting problems declined to its lowest level in almost a decade. Professionals in the hospitality business should be pleased with these indicators – but not too pleased.
Hotel operators need to think bigger than mere customer satisfaction, fearlessly applying innovations beyond their niche, to focus on the moments of truth that are most critical to their guests while closing gaps in customer service which can cut into revenue and impact reputation. In these moments lay the greatest opportunity to drive improved customer engagement and loyalty.
Every hotel executive will confront this challenge differently, based on his or her specific properties, market demands and resources available. However, those looking for growth must consider these three key issues:
- Borrowing Best Practices from Outside the Hotel Industry
- Delivering Consistency in Customer Experience
- Creating New Loyalty Models
By addressing these issues, professionals in the hotel industry can ensure continued success and be well positioned for the future.
The Shoes Consumers Wear to do Their Happy Dances May Well Come From Zappos
Zappos recently made an entire New England town smile. The online footwear and apparel retailer, now famous for creating feel-good experiences and disarmingly friendly service, sent associates this past holiday season to deliver gifts to every home in the college town of Hanover, N.H., where exceptionally loyal customers live.