Thoughts on Improving Hotel Customer Satisfaction "Thesis"

First of all, how to improve hotel customer satisfaction

1: The hotel's purpose is: "Feel at home". This is the most basic premise. Treat customers like your own family and make customers feel When you come to the hotel, you feel like you are at home. You always maintain a 'enthusiastic and smiling' attitude towards their services. "The customer is God." Whatever they say and do is right, and you must obey it absolutely, but it is illegal. Except things.

2: Strengthen training and continuously organize employees to participate in training to improve service awareness and service levels.

Strengthen management and take necessary punitive measures if employees are found to have violated regulations and failed to provide adequate services.

Strengthen incentives, give necessary rewards and promote positions to employees with excellent service quality.

3: It is strictly forbidden to form cliques, and it is strictly forbidden to have fellow villagers in the same department. Department leaders must be the core and work together to complete tasks.

The increasingly fierce market competition in the hotel industry is a fact generally recognized by people in the industry. Under such circumstances, how to maintain and increase hotel sales has become the primary issue that many hotel operators consider, especially those with poor performance.

So how can we maintain and increase hotel sales? Obviously relying solely on delicious dishes and a good dining environment cannot achieve this goal. According to the successful experience of foreign hotels, correctly grasping customer consumption psychology, focusing on cultivating customer loyalty and providing services that meet customers' personalized needs are the keys to increasing hotel sales.

Many internationally renowned hotels have already focused on customer relationship management. Customer relationship management is a new management mechanism designed to improve the relationship between enterprises and customers. The goal is to attract and retain more customers and improve customer loyalty by providing fast and thoughtful high-quality services so that these customers can stay at home at any time. , they will choose to spend money in the same hotel anywhere, which will ultimately bring profit growth to the hotel. Execution of this strategy involves relationship marketing, innovative use of customer relationship management information technology, and operational excellence.

The following will briefly elaborate on several points that hotels are more concerned about.

First, create a single customer view

As a typical service industry, the hotel industry must receive customers from all directions every day. Finding and retaining repeat customers with spending power can Create stable income for hotels. The inherent characteristics of this industry determine that the implementation of customer relationship management in the hotel industry is different from other industries. The focus on customer service is more important than marketing.

Excellent customer service contact is built on knowledge of the customer. As front-line hotel employees, the information provided by the customer relationship management system can make customers feel valued. As a hotel manager, understanding customers from a macro perspective can enable managers to make better decisions on hotel management policies.

The internationally renowned Hilton Hotel has a rich customized customer experience. By establishing customer profiles and recording customer preferences, the hotel can provide customers with tailor-made services. For example, consider a customer who always reserves a non-smoking room with a double bed. This information will be stored in the customer record, and when the customer books a room next time, no matter where he is, he will be able to get the room he wants even if he does not make relevant requests. In Hilton's words, as long as one-tenth of the regular customers come every year, the hotel will always be full.

In order to establish a complete customer information database, hotels need to make necessary investments in information technology. The purpose is to collect customer data from different information channels, synthesize the data, and store it for later analysis. Some of the data sources can come from central reservation systems and hotel information management systems, but more of them rely on hotel employees to pay attention to customer needs. The information in the customer database includes the customer's basic information, contact information, past consumption records, dates and times of each check-in and check-out, hotel name, room type, booking channels, special services, personal preferences and cancellation records, complaints and Processing records, accumulated consumption points, reward records, loyalty evaluation, etc.

Second, multi-level customer intelligence analysis

Many people know that "it is difficult for a clever woman to make a meal without rice", but they may have overlooked that even if there is rice, not everyone can make it. Can cook delicious rice.

The same is true for customer relationship management. When hotels collect customers' consumption habits, they cannot limit themselves to simple data accumulation and ignore the segmentation of existing customer information and customer life cycle management.

Hotels need to pay attention to customers, but at the same time, they must clearly understand that the value contribution rate of each customer is different. To achieve hierarchical management of customers based on customer characteristics, purchasing behavior and value orientation, that is It is necessary to isolate those customers with high value contribution rate to the hotel, so that the hotel can focus on large customers and potential customers, improve customer value contribution rate and company income, and increase potential opportunities for the hotel.

According to the strategies and methods of "fine marketing", analyze existing customer resources and formulate corresponding measures to analyze the customer information stored in the customer relationship management system. This should follow Pareto's 80/20 rule and focus on the 20% of customers who contribute the most to the hotel. According to the amount of money spent by customers in the hotel, we use the "customer pyramid" method to classify the customer base into VIP customers, major customers, ordinary customers and small customers.

The customer relationship management system fully takes into account the needs and characteristics of hotel marketing and provides a powerful tool for the management and decision-making of hotel sales personnel, especially hotel marketing managers. Through various data automatically generated by the system, such as business statistical analysis, trend forecast, customer source structure analysis, competitor analysis, sales expense analysis, customer and sales staff performance analysis, etc., it can help managers carry out market positioning, formulate sales budgets and marketing strategies, It provides a favorable basis for many aspects such as controlling core customers and conducting internal management.

Third, establish one-on-one marketing and services

The hotel industry is an industry closely related to "emotion", and the implementation of customer relationship management has even more far-reaching significance. Stant, known as the "American Hotel King", once said that "the hotel industry is an industry that sells services through hotels." This is a very insightful view. High-quality service is the basis for a hotel's survival, and the customer relationship management system is a powerful competitive weapon for providing such services. In layman's terms, the customer relationship management system allows companies to know what the main needs of target customers are, and then develop marketing and service plans that are consistent with customer needs based on customer differences. Guests feel that they are no longer anonymous, but valuable customers. Customer satisfaction and loyalty have brought about an increase in consumption amount and frequency of consumption, and the hotel is the ultimate beneficiary.

After mastering the distribution of customer levels through the above-mentioned customer intelligent analysis method, the hotel marketing department can carefully plan and formulate corresponding care and preferential measures according to the different values ??of customers. On the one hand, it can retain the customers. It can also increase the satisfaction and loyalty of these customers to the hotel.