Hotels Use Text Messaging to Help Improve Customer Experiences
Hotels constantly strive to improve customer experiences, but sometimes things go awry. Their customers take to social media or online review sites like Tripadvisor.com to complain about every little thing they didn’t like.
Bad service. Dirty bathrooms. Too noisy. Small rooms. Broken lights.
Many of these problems could have been fixed if the customer had complained while at the hotel rather than later when they had returned home. In his commentary on the state of the American hotel industry on hotelexecutive.com, Geoff Dutton points out that the bad reviews people write are customer failures. And he thinks text messaging could be a way to avoid those failures.
To see why, you have to think about why people don’t complain while it’s happening. Travelers are often busy and don’t want to be put on hold, or be asked to wait for a return call. In some cases people just don’t want to make a fuss, be singled out, or deal with a potential conflict. Here’s a quote taken from a recent review on Tripadvisor.com for a hotel in London:
“We felt disrespected to a point that we were so upset I would have lost my cool if I had complained to a manager. In all honesty I just wanted to leave and felt saddened by how bad service was.”
Offering a text message service solely for guests to send complaints or service requests to is a modern way to help these customers help themselves and you.
It helps customers by:
- Providing a quick way to send a request without waiting on hold or in line for the manager.
- While not totally anonymous, a text message is much less confrontational than an in person or over the phone conversation.
- Gives the customer time to compose a thoughtful comment and potentially diffuse any anger about the situation by the time a solution arrives.
- Ultimately they will have a better experience as their issues are resolved.
It helps hotels by:
- Engaging customers while still at the hotel where they can effect a happy solution.
- Reduce the amount of negative comments reported on social media and online review sites.
- Consolidating complaints and requests into a single list to make them easier to track and resolve.
But beyond these reasons, Mr. Dutton makes a good case for why text messaging could work to help the entire organisation:
“At its most basic level, a text based engagement model provides a direct line from the guest to the manager. It offers the opportunity for every guest to become a mystery shopper. We deem this quality “ambient accountability:” when every employee knows that there is a direct line to management, magically the public bathrooms are cleaner, guest interaction is more positive and guest requests are responded to more quickly.”
He goes on to say text messaging could become a “real time training tool” for the operations team. Using text messaging for customer engagement is a win-win situation for all.
Online travel and review sites are great for travellers. They are good for hotels too, but they offer a double edged sword. User reviews are unfiltered – that is the travellers can say whatever they like both good and bad. And managing a bad review can be difficult, but how can SMS help?
SMS marketing has seen a huge uplift in popularity in recent years, with big brands investing in the technology to better engage with their customers. There are so many benefits of SMS marketing, from the ability to directly to reach customers with your communications, to the fact that over 80% of SMS texts are read. With over approximately 90% of the world receiving mobile coverage, you’re highly likely to be able to reach your audience, regardless of where they are. SMS marketing is cost effective, and campaigns are quick to develop, in as short a time period as the time it takes to write a text message. This gives you the advantage of being able to communicate quickly, and effectively with customers, reacting to information almost instantaneously. With so many reasons to use SMS marketing, we’ve highlighted four sectors successfully using SMS messaging as case studies to highlight the advantages of investing in the technology.
In many ways, SMS messaging is so commonplace people don’t think about it. They just do it. For example, using SMS for mobile marketing in retail is a fairly standard use case whether you’re a company or the consumer. But there are always exceptions – those who innovate when it seems there’s nothing new to be had. Here are two examples of companies from the US using SMS in ways no one else is – yet.
With more and more people than ever before eating out and sampling food from around the world in eateries up and down the country, the restaurant sector is booming. But if you're operating a small business in the hospitality sector, you need to make sure that you keep your premises as full and thriving as possible in order to pay your bills and keep the enterprise sustainable. That's where SMS messaging comes in. In this blog post, we will look at ways you can use SMS messaging to make your business processes more efficient, boost your customer numbers and become the most popular place in town.
Hotels constantly strive to improve customer experiences, but sometimes things go awry. Many problems could be fixed if the customer complains while at the hotel rather than later when they return home. By having a 'textline' you can give guests the opportunity to share their views directly with management without a direct confrontation.
SMS marketing can be a double-edged sword, which is why it's crucial to ensure that each one of your campaigns is well thought out, immaculately spelt, financially accurate (i.e., the prices listed are correct), and, perhaps most importantly, the time and date is 100% accurate. Only once you have triple-checked each one of the components should you then consider sending out a batch.
Sometimes bloggers or journalists get a bit carried away. They see some data or fact, and run off to declare there’s a trend you need to know about. The latest one I’ve seen is all about how to reach the generation of “cashless shoppers”. The argument goes that you need to use SMS messaging to reach customers because they are all shopping online – where you obviously can’t pay in cash.