service recovery in the digital age
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Service Recovery in the Digital Age Feb 13th, 2014 Presented by Felipe Colina
A Revinate Webinar, in partnership with
About Revinate
SaaS tech company based in San Francisco Singapore, Sydney, Munich, Abu Dhabi, Amsterdam & NYC offices
Founded in 2009
80+ full-time employees
23,000+ hotels in 143 countries
Focused on Hospitality & Restaurants
Four Years, 23,000+ Properties
How Revinate Works
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Listen Social Media
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Agenda
1. How hotels fail when it comes to service delivery 2. Tips and best practices for service recovery 3. Emerging technologies for service recovery
How hotels fail when it comes to service delivery
Service failure is inevitable
But it’s what happens a!er that matters….
Failure - - it happens to everyone
Bad stays, real consequences
Dissatisfied customers ……………. Damaged reputation ……………. Unresolved Issues ……………. Lost sales
Silence does not equal satisfaction
Customers who do not complain does not mean that they were totally sa6sfied with their visit
Many customers can be passively voicing their dissa6sfac6on
Why don’t guests share feedback?
Don’t know who to
complain to
Don’t think it will do any
good
May accept part of the blame
May want to avoid
confronta6on
Service Recovery: Financial Benefits
METHODOLOGY Sample: Brand used for this study is upscale full-service brand with a large number of hotels nationwide that generated over 300,000 survey responses. Purpose: Identify the effect of problem resolution on intent to return and then apply a methodology to calculate the financial effect of service recovery efforts Calculation: Revenue recovered calculated based on the intent.
FINDINGS The study estimates that the brand recovers $158,951,080 (per annum) by employing recovery efforts.
Tips and best practices for service recovery
Service Recovery Paradox
Service Recovery Paradox: Example
METHODOLOGY • Sample: 11 four-star hotels (three
independent and eight belonging to chains) in Canary Islands
• Focus: hotel reception and restaurant services of the selected hotels
• Measurements: questions asked about: • Perceived quality of service at the
reception and the restaurant against expectations
• If they had made a complaint, and had been asked about it by staff
• If an effective service recovery effort was made in response to this complaint
FINDINGS • Customers who had experienced a recovery
encounter perceived a higher level of service quality for intangible attributes than non-complaining customers
• These intangibles are assurance, empathy, reliability and responsiveness
• Customers who complain, but experience a high level of service recovery, may be even more satisfied than those who were satisfied in the first place
Common Service Failures
Common Service Failures
Most services failure are fixable!
Attitudes During Service Recovery
RAY HOBBS Senior Vice President,Kelco Management & Development
Attitudes During Service Recovery
1. AGenHon STOP WHAT YOU ARE DOING – Give the Guest your undivided aGenHon DO NOT BE DISTRACTED – Concentrate solely on the Guest -‐ Request assistance from other Associates MAKE EYE CONTACT – Maintaining eye contact with the guest confirms you are paying aGenHon BE EMPATHETIC – “I can understand how this has inconvenienced you.....”
2. AcHon ACKNOWLEDGE THE GUEST’S CONCERNS TAKE NOTES – Ask the guest to allow you the opportunity to write down their comments CLARIFY – Repeat what you have heard and ask quesHons to make sure you understand the concerns APOLOGIZE – “I am so sorry this has occurred to you......” TAKE OWNERSHIP – “I am going to personally take care of this for you!” AND you do it! OFFER OPTIONS – Provide opHons for resoluHon of the issues to guest – allow guest to choose INITIATE ACTIONS – Begin acHons and involve those needed to bring abut a swi_ and complete resoluHon with the guest confirms you are paying aGenHon
3. Follow Up REMAIN IN CONTACT – Maintain frequent contact with guest to keep them informed of resoluHon progress FOLLOW UP – Contact guest to ensure acHons taken have brought about a resoluHon the guest is happy with COMMUNICATE – Enter info in Service Recovery Log Book. Review with Associates on next shi_ INFORM MANAGEMENT – Write a note to GM or leave voice mail message for GM to advise of guest’s concerns and acHons taken
RAY HOBBS Senior Vice President,Kelco Management & Development
Service Recovery Frameworks
Conduct customer research
Iden6fy services problem
Resolve problems effec6vely
Learn from recovery experience
Modify service process monitoring
Monitor service process
Make amends to the hassle factor
Set up problem tracking System
Monitor customer complaints
Nurture the people factor
Conduct root cause analysis
Service Recovery Standards
• Set standards for response time for issues that arise • Designate customer service champions in each
department to ensure guests issues are reported and shared
• Explain what compensation options are available for employees to offer and empower them to do so
• Build in contingencies for when a problem escalates beyond a single incident
• Incorporate previously reported issues as examples to use for future benchmarking & best practices
Learning from Reviews
Unsuccessful Service Recovery
Learning from Reviews
Successful Service Recovery
Social Media Crisis Management 1. The Complaint
3. The Response 2. The Crisis
Emerging technologies for service recovery
Rise of the Silent Traveler
• Tech savvy and dependent on mobile devices throughout all stages of travel
• Prefers online and digital
communication, to human interaction
• Expects speedy engagement and service delivery
Service Delivery Trends
CHEKITAN DEV Associate Professor at Cornell University, School of Hotel Administra6on
• Speed is of the essence • Ideal wait time between desiring, requesting and
receiving a service is zero • How do you reduce the time between a service
request and delivery? • Explore other channels of communication
• Guests paying more attention to amenities and services in the hotel
• As hotels become commodities, hotels that respond the fastest win
• How they respond (through new technologies vs. traditional) varies by audience (millennial vs. Gen X/Y)
• Don’t confuse hospitality and service • Best service isn’t always face-to-face service • It’s providing a kind of service that the guest wants
rather than the kind we think they should use • Sometimes technology-driven service recovery is
the better option
Digital Signage
A digital tour guide system in the lobby of IHG's Staybridge Suites hotel in New York City lets guests get informaEon about the city in an interacEve way.(Photo: Todd PliI, USAT)
The digital screen at the Hotel Indigo Athens-‐University Area. Guests look up informaEon about their desEnaEon and post photos. (Photo: InterConEnental Hotels Group)
The Power of Mobile Connectivity
• four minutes.
On-Site Feedback
• four minutes.
Revinate On-Site Surveys
Assess performance and track issues Export and email customers directly
Improve your Operations
Turn Promoters into Marketers
Benefits
Closing Thoughts
Closing Thoughts
• Failure is not final • Stable service recovery processes have a positive correlation with guest
satisfaction and loyalty
• Service recovery is not just compensation • Speedy recovery and stable processes are what truly drive guest
retention
• Capturing feedback is key to service recovery • Hoteliers must make it easy, fast and engaging for modern to share
feedback
• Modern technologies enable efficient service recovery • Hoteliers can capture feedback via tablets and delegate actions across
their staff via mobile devices
Questions
Stay in touch!
Felipe Colina Marketing Manager | [email protected]
For a demo visit: http://www.revinate.com/about/contact/
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