Why should the hotel service industry pay attention to customer complaints?

When the customer is satisfied with his spending in the hotel, he may turn around. This "satisfaction" depends on the feelings and experiences of customers when they consume. If the customer's feelings are good in the process of consumption, the customer may repeat consumption. Hotel marketers need to design services and products from the perspective of customers' senses. When customers walk into the hotel lobby, they will hear just the right greeting; Entering the room is an elegant and warm arrangement; Lying in bed covered with a soft quilt. Hotel marketers should also use the five senses to attract customers when designing advertising language. The slogan of Heng 8 hotel chain is: elegant and easy to live, so that customers can feel the real environment of the hotel when they see the slogan.

Managing customer expectations

The customer's evaluation of hotel service depends on the gap between his expectation of the hotel and the service level he actually feels. If the service level of the hotel does not reach the expected level of the guests, even if the service level of the hotel is objectively good, the guests will be dissatisfied. Under the given service level, in order to improve customer satisfaction, hotels must actively manage customer expectations. The formation of customer expectations is influenced by many factors, but only the market communication (advertising, media promotion, promotion activities) can be completely controlled by the hotel. In the external publicity, if the hotel publicity is unrealistic, it will inevitably lead to excessive expectations of customers for hotel services. If customers find that the hotel's service products are not as good as advertised, their sense of identity with the hotel's service quality will be greatly reduced, and even dissatisfaction and complaints will arise. In essence, customer expectation management requires hotels to seek truth from facts in external publicity and earnestly fulfill every promise.

Develop a frequent visitor reward plan

Stimulate customers' desire to buy again. In order to stimulate customers' desire to buy again, hotels should also be supplemented with certain material rewards. FP(Frequency Program), that is, frequent visitor program, is a kind of material incentive that hotels often use to win repeat customers. The main form of FP strategy is the integral system. The basic content of the points system is that every time a customer consumes the products of the enterprise, he will get corresponding points according to the consumption amount, and when the points reach a certain standard given by the enterprise, he will get free consumption opportunities. The products available for free consumption can be the products of our hotel or the products of related enterprises. For example, Heng 8 hotel chain has introduced a point system, and the points accumulate to a certain amount, which can be exchanged for small gifts or hotel rooms.

Listen to customers' complaints

A customer usually only expresses his attitude when he is very satisfied or very dissatisfied. In the eyes of many hotel managers, as long as guests don't complain about the hotel during their stay, they think everything will be fine. As we all know, not every dissatisfied guest will tell the hotel about his bad treatment. A disgruntled guest may choose another hotel quietly, or he may tell everyone around him his dissatisfaction. In this way, the hotel may lose not only this dissatisfied guest, but a group of guests. For all hotel guests, the hotel must try its best to understand the real feelings of the guests and know what they are satisfied with and dissatisfied with the hotel. As long as the hotel handles it properly, dissatisfied guests can become satisfied guests, even loyal guests.