How to be a good shop assistant and provide five-star service for enterprises

Now is an era of change and innovation. The management of star-rated hotels in China has begun to get rid of the growing pains, and hotel management is facing new challenges and journeys. However, under the background of the current financial crisis, it seems difficult for the hotel industry to be independent, especially the star-rated hotels that have entered the service era in the current market competition, and should pay more attention to maintaining customer relations and doing a good job in hotel customer management. Only by fully grasping the needs of customers can we provide suitable service products, attract customers' hearts and infatuation and win the competition.

First, clear the value of hotel customer management

Customer value is not only the customer's current profitability, but also the discounted net value of the contribution that the enterprise will get from the customer's life. Adding up these values of all customers of an enterprise is called customer value. Customer assets of an enterprise refer to the sum of discounted values of customers' lifetime values owned by the enterprise. So what is the value of hotel customer management?

Customers are the buyers of hotel products, and the direct value of hotel customer management is mainly reflected in their consumption ability and consumption times. Hotel products appear in the form of fixtures, so attracting a large number of stable customers to spend repeatedly is very important for the long-term operation and management of the hotel. Such customers are called "loyal customers" in our hotel industry, and the repeated consumption of loyal customers can be called customer value in marketing terms. What is the customer's value? We can reflect it from the concrete numerical analysis of hotel management: for example, there are 300 rooms in a five-star hotel in China. What is the value of a loyal customer? We can calculate the direct economic value represented by loyal customers according to the proportion of loyal customers accounting for 65% and uninvited individual customers accounting for 35%, according to the usual consumption standards:

The value of a loyal customer is equal to: each consumption amount 1000 yuan/4 times a month; If the monthly consumption is 4,000 yuan, and the customer consumption and the management and operation cycle of the hotel are set to 15 years, then the consumption value of this customer will be 1000 yuan х 4 times х1February х 15 years = 720,000 yuan. If the hotel customer management database has 1200 yuan, for example, a five-star hotel with 300 rooms and 1500 seats has a total investment of 350 million RMB, and the hotel has 1200 loyal customers, spending 1000 RMB each time, with a total monthly investment of 4.8 million RMB. Even if personal consumption is not included, the hotel still needs only 6 years to recover its investment.

From the above simple calculation, we can know the important value and significance of a customer to the sustainable operation of the hotel. In addition, I think the value and significance of loyal customers to the hotel are as follows:

1. Customer relationship management can bring value to enterprises.

Loyal customers are more willing to buy hotel products and services than ordinary individual customers. The consumption of loyal customers is two to four times that of ordinary individual customers, and with the growth of loyal customers' age, economic income or their own business, their demand will further increase.

2, hotel customer management to reduce sales costs.

Hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses, time cost of understanding customers and so on. But the cost of maintaining a long-term relationship with existing customers will decrease year by year. Because with the development of the relationship between the two parties, customers are more and more familiar with the hotel's products or services, and the hotel is also very aware of the special needs of customers, so the required relationship maintenance costs become very limited.

3. Careful hotel customer management will win word-of-mouth publicity.

For some complex products or services provided by hotel management, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel management fee not only saves the sales cost of attracting new customers, but also increases the sales income.

4. Hotel customer management to improve employee loyalty.

This is the indirect role of relationship marketing in hotel customer management. If a hotel has a considerable number of stable customer management groups, it will also form a long-term harmonious relationship between hotel management and employees. In the process of providing services to those satisfied and loyal customers, employees will realize their own value, and the improvement of employee satisfaction will lead to the improvement of hotel service quality, thus enhancing customer satisfaction and forming a virtuous circle.

Second, the focus of hotel customer management is relationship marketing.

According to a research report in Harvard Business Review, customers who come again in business management can bring 25%~85% profits; Another survey shows that 1 satisfied customers will lead to 8 potential businesses, including at least 1 transaction; 1 dissatisfied customer will affect the purchase intention of 25 people; The cost of winning 1 new customers is five times that of retaining 1 old customers.

Customers are the foundation of the hotel's survival and development, and market competition is essentially the competition for customers, and hotel customer management is the most important. In years of hotel management, if we only focus on attracting new customers, not only the marketing cost is high, but also the customer consumption and turnover are unstable. If we can strengthen the follow-up and management of existing customers, not only the service cost is low, but also the old customers are not as sensitive to the price as the new customers. At the same time, we can provide free word-of-mouth publicity, and at the same time strive to improve customer loyalty at work, so that competitors can not compete for this part of the market share, but also maintain the stability of hotel management and employees. Therefore, if we can strengthen the relationship marketing in hotel customer management in our work, it will bring more benefits to the hotel. The marketing ideas of hotel customer management mainly include the following points:

1. Improving hotel management service quality by using rater model.

The first R here is reliability, that is, hotel management and sales personnel should be able to reliably and accurately fulfill their commitments to customers; A is a guarantee, that is, hotel management and sales staff should ensure that they have the corresponding knowledge, ability and public relations art to convey trust and confidence to customers; T is visibility, that is, the hotel where the hotel management and sales staff are located is required to have corresponding institutions, equipment, personnel and contact tools to ensure the provision of corresponding services to customers; E is empathy, that is, hotel management and sales staff are required to care about customers or keep attention to their specific needs; The last R is responsiveness, which requires hotel management and sales staff to respond at any time, help customers and provide timely service.

2. If the customer satisfaction in hotel management is increased by 5%, the profit of the enterprise will double.

This requires hotel managers to win customers' high satisfaction with comprehensive quality and brand advantages, so as to establish the hotel image. Total quality includes the high-quality and efficient services provided by the staff and staff of the hotel management department in each cycle from customer desire, sales, consumption, satisfaction and feedback. In order to win loyal customers, hotel management should first devote itself to satisfying customers' needs with excellent and harmonious hardware and software, and the hotel management brand created by customers' satisfaction is the most vital brand.

3, relying on information and network technology to realize the comprehensive interaction with guests in the process of hotel management and sales.

From the perspective of customer-oriented customer relationship marketing, the efficiency of information collection, processing and transmission is particularly important. The establishment of hotel customer management database is the basis of implementing customer relationship marketing. When each customer spends money, the hotel establishes detailed customer files through the database, which can reduce marketing costs, improve marketing efficiency, maintain communication and contact with customers, and strengthen the close social relationship between customers and hotels. And it is convenient for hotels to provide more personalized services to customers.

4. Build a friendship bridge between the hotel and customers with the value delivery system and emotional input.

Every hotel manager must keep in mind a rule, that is, customers only spend in hotels that provide the highest delivery value. Customer delivered value is the difference between total customer value and total customer cost, that is, all the benefits that customers expect from a specific service. In addition, hotels should actively create various channels and occasions, strengthen communication with customers and establish relationship effects.

5. Frequent marketing in hotel management.

Reward customers who make repeated purchases for many times, such as setting up accumulated points rewards, returning consumption points, discounts, etc. Its basic principle embodies one of the core ideas of relationship marketing, that is, it is easier and more cost-effective to retain old customers than to win new ones. Customers have accumulated some knowledge about the hotel through repeated purchases, and the hotel can win customers again with less attention. Through frequent marketing plans, hotel customer management can give customers more reasons to choose our services again.

6. Hotel customer management must be organized.

Establish various forms of clubs (such as membership cards and VIP cards), whose members are mainly existing customers and potential customers in hotel customer management, and provide members with various special services, such as giving priority to staying and enjoying preferential prices. Establishing a customer club can strengthen mutual understanding between hotels and customers and cultivate customers' loyalty to the hotel.

Third, hotel customer management measures

Establishing a stable customer base and maintaining customer loyalty must be the core work of the hotel. The concept of attaching importance to customer value and the working method of attaching importance to loyal customer maintenance have also achieved very good benefits and achievements in hotel customer management. The following are some effective measures and practices formulated under the concept of relationship marketing-hotel customer management:

1. Establish the hotel customer management database.

The development of modern information technology provides material and technical conditions for the innovation of hotel customer management in thldl.org.cn. In the daily operation of the hotel, we pay great attention to asking the front desk, Chinese food, recreation and other departments to establish a complete database file for each customer who comes to the hotel, and record the characteristics of customers' consumption preferences, taboos, purchase behaviors and hotel behaviors by managing their personal files. In this way, when this customer visits again, we can provide more targeted and personalized services, and try our best to make customers feel "satisfied and surprised" every time they visit, thus further strengthening customer satisfaction and loyalty.

2. Strengthen the collection and processing of customer information in the whole hotel management process.

Customers are the direct buyers of all tangible and intangible service products in the hotel. All opinions and suggestions reflected and fed back in the consumption process can usually accurately reflect the customer's consumption demand, potential market trends and hotel service quality. Therefore, we should pay attention to this point and conduct diversion and integration through internal orderly channels, so that the hotel can improve and perfect the service in time. The collection and feedback processing system of hotel customer management opinions I have formulated is as follows:

1) Communication channels of customer opinions in hotel customer management

Customer comment card (card) box: In the business positions of various business departments of hotel management, such as Chinese food and guest rooms, consumer comment cards and boxes are set up for customers to fill in and reflect their opinions and suggestions. Comments cards and suggestion boxes can be collected by department personnel and handed over to the hotel management, or customers can put them into the suggestion boxes set up everywhere by themselves;

Direct dial telephone for customer complaints: Customer complaint hotlines (such as the switchboard or the secretariat of the general manager's office) with internal phone numbers are set on the consumer comment cards set up by various departments for customers to complain.

2) Actively handle customer complaints and hotel management complaints.

It is normal for customers to complain and complain. What is important is how to properly handle customers' complaints and complaints. Dealing with customer complaints actively in customer management can not only resolve the "crisis", but also create an important opportunity to consolidate customer relations. Research shows that complaining customers remember how the problem was solved satisfactorily, not the problem itself. Therefore, service personnel should do a good job in handling customer complaints: listen carefully to customer complaints and complaints with a peaceful mind and understand the core issues of customer complaints; Ask questions to customers with sincere concern to clarify customers' complaints and understand differences; Put forward reasonable solutions to gain customer recognition; Finally, I sincerely apologize to customers to gain their understanding. I attach great importance to maintaining good cooperative relations with customers.

3. Organize the hotel management department to actively carry out innovative marketing.

Hotel management will have vitality and attraction only through continuous innovation, because customers need new consumer products. If the hotel management lacks innovation and promotion of consumer products in its operation; The constant product mix and price strategy of various departments will inevitably lead some old customers to lose their interest in consumption in the long run. Therefore, in hotel management and operation, it is an important business work to organize all departments to actively plan new product solutions led by marketing. Our specific work is as follows:

1) Hotel management will launch influential large-scale marketing activities at least twice a year.

It is very necessary to maintain the prosperity and influence of hotels in this area. The marketing department takes the lead in planning large-scale cultural or promotional activities twice a year, so as to maintain and improve the hotel's popularity, and at the same time strengthen the sense of identity and honor of hotel members and customers.

2) Organize all departments to carry out monthly promotion and new product planning.

Each department is required to launch one or two new consumer products and price products every month, which are organized by the marketing department and introduced to new and old customers by printing hotel consumption manuals, faxes, in-store billboards and other forms to continuously attract customers' consumption;

3) Strengthen festival layout and promotion planning.

According to the characteristics of different festivals every month, all departments of the hotel are required to arrange the consumption environment and atmosphere inside and outside the hotel, so that customers who come to the store have the feeling of frequent consumption;

4, vigorously promote the hotel membership management system, and constantly expand the hotel's loyal customers.

Members are the symbol of consumption status and the guests who enjoy the most preferential treatment in hotel management. Membership system is an important means for hotels to attract individual customers. For individual consumers who often come to the hotel, such as individual business travelers, local wealthy people, government officials, etc., membership cards can effectively attract loyal customers of the hotel and upgrade some corporate customers with business agreements to member customers with consumption commitments, thus establishing a solid foundation for hotel management.

Members usually enjoy the most favorable and perfect service content of the hotel, and the preferential composition is as follows: (for example)

Scope of consumption: all business departments of hotel management

Guest room: enjoy a discount; Late check out;

Lunch: 10% discount/10% discount on seafood drinks

Le Kang: Enjoy the discount;

Others: free birthday cake.

5, hotel customer management should adhere to the implementation of value-added service plan-improve customer satisfaction.

By strengthening sales promotion, bringing customers in is only the first step of successful hotel management. Whether customers can be retained and become loyal customers of our store is the goal of successful hotel management. In order to retain customers and turn them into loyal customers of our store as much as possible, I think the key factor is to satisfy every customer. In addition to hardware quality and service quality, there is also a very effective way to retain customers, that is, to provide value-added services and surprise customers beyond consumption. This work is undoubtedly of great significance for consolidating the loyal customers of the hotel and improving its reputation. Our value-added service plan mainly includes the following contents:

1) Cumulative consumption feedback management system

Cumulative consumption feedback system means that customers spend a certain amount or times in this hotel, and the hotel gives feedback and returns in kind, free consumption or cash, so as to encourage guests to come to the store for repeated consumption.

2) Lottery management system of hotel management department.

The hotel holds a lucky guest lottery once a month to reward guests who come to the store for consumption. There will be a lucky draw at the end of the month. If the selected guest is not in the local area, you can notify the winner by phone or address or email at the bottom of the lottery. The Lucky Guest Program has increased the selling point of the hotel, improved the consumption charm of the hotel, collected more customer information and enriched the content of hotel customer management.

3) Hotel management system with continuous emotional contact.

Hotel customer management should ensure that every major festival, customers can receive at least one congratulatory letter from the hotel, and a handwritten congratulatory letter can produce immeasurable good response.

In a word, customers are the lifeblood of hotel management, and how to improve the relationship between customers and hotels is always the focus of hotel management, only by clarifying the significance of hotel customer management; Handle the relationship between hotel and customers; Careful and thoughtful hotel customer management can make our hotel management performance to a higher level, make other management work such as brand promotion management, efficiency management, index management and channel construction management get twice the result with half the effort, and make the hotel invincible.