BUSINESS LEADERSHIP
Script 1.
V: Hello, I am Vanessa Schultz - Director of Customer Relations.-
- A: Hi, I’m calling from the Al-Munir Hotel and Spa Group. We would like to
hire you to improve our group’s customer relations.
- V: Yes, of course. Please go ahead.
- A: Our group has a number of hotels in Oman and the United Arab Emirates, and
your task is to focus on building better relationships with the guests who use the
hotels, especially with those who may become frequent visitors.
- According to the information we have, the challenges facing the hotel group are
exemplified by the following facts. In the last five years:
+ group turnover has fallen by 22%
+ the group’s room occupancy rate has dropped from 81% to 62%
+ customer surveys have indicated increasing dissatisfaction with the hotels
+ the retention rate of guests has fallen from 25% to 8%
+ there seems to be little customer loyalty to the hotel group
+ recent reviews have reduced two of the hotels’ rating from four stars to three
Script 2.
-V: Hello A! I am Ven, director of customer relations of the Al-Munir Hotel and
Spa group. Last month I used your service to help me survey the level of customer
satisfaction when using the hotel chain's services. according to the data for the
most recent 5 years and through the customer satisfaction assessment results that I
have provided, can you list the specific reasons?
- A: The main reason why most guests are not retaining is pretty clear. They do not
feel they’ve had a memorable experience in your hotels during their stay.
- They are not meant to feel special and valued that was often mentioned.
- They wanted to pay more attention to their needs and they expect to be treated as
individuals.
- They are looking for a more personalized service I did say.
- V: can you give some examples?
EXAMPLE:
- One guest said that there was no facility in his room for making coffee. He often
works in his room before attending meetings and he likes to drink a lot of coffee.
- Another said she was a vegetarian but could not order the food she liked.
- A number of guests with families mentioned the lack of facilities for children, no
special menus for them that sort of thing, no play area and so on.
- The staff need to respond much more quickly and positively to requests. A
business woman made this point very well, she said she needed to use the business
center at all hours of the day and night, but very often when she went there it was
closed, she mentioned this to the staff but nothing was done about it.
- You need to have more information about guests, more accurate information if
you want to build up good relationships with them and get them coming back
again.
- You should give them a personalized service
- Another businessman said that he often chooses our hotel to stay when he goes on
business trips, but when he comes here, the hotel does not prepare special gifts
such as welcome drinks, There is no staff to carry luggage to guests' rooms
- A staff must know who are returning guests and who are new ones. If the guest is
returning, they should not have to fill out forms again to use the health club
facilities. A staff should be able to greet retaining guests warmly so they feel
special.
- Many guests mentioned the staff did not seem particularly motivated, they gave
the impression that they did not really enjoy their job.
Here are a few explanations and real-world examples of how to lower the hotel chain's degree of
reliability and service quality if you want it to grow and attract more guests.
Regarding customer satisfaction, it is necessary to discuss policies and methods to
solve the above problems
- Ves: I'm sure we can build much better relationships with our customers in future.
We just need to rethink our customer relations management. Thank you for your
advice!
Script 3.
Vanessa: After surveying our customers' complaints, we can summarize through
six main questions which can boost our turnovers. First of all,
1. How can the Al-Munir Group make guests feel 'special' and 'highly
valued'?
We need to change the service such as the staff needs to be motivated to bring the
best service possible. Regarding to personal training and supervising closely, the
customer service staff can be selected in this personal training, chosen the
most serviceable people to give customers the service they deserve. Talk with
respectful and sincere attitude to make guests feel more comfortable.
Another way is to surprise and delight them with unexpected gestures and perks.
For example, we can send them a welcome card, a complimentary drink, a local
souvenir, or a personalized recommendation. You can also upgrade their room,
extend their check-out time, or offer them a free service.
2. What can the group do to a) reward loyal customers, and b) persuade
guests who have stayed once to return?
a) In terms of the loyal customers spending their budget to experience our services.
It means we should increase the commodities that reward our customers like
personal drive, special space to procrastinate, free spa, welcomed decorations, and
some kinds of beverages in bars or restaurants for free.
b) For persuade guests to return few, first change these things and, when they leave
to
the hotel be in contact with these persons such as taking care of customers by
keeping in touch ( avoid bothering => contact in special events such as customers’
birthday, valentine…) and offer package specials.
Furthermore, we can give them vouchers or discounts for their next experiences.
We’re willing to arrange a room decorated with guests' preference.
3. What can be done to make staff more motivated and customer-orientated
/ˌɔː[Link]ˈteɪ.t̬ ɪd/ in their approach to their work?
The director has to do training to be more committed with the group. In addition,
in each department, put a supervisor with leadership to move persons and be able
to establish solid work relationships between co-workers.
Other thing important is given to employees, opportunity to grow up by the chance
to
promote prospects.
Maintain a positive work environment: Positive work environments also encourage
collaboration and allow team members to embrace mistakes as part of the learning
process.
Last but not least we can reward employees by giving presents on national
holidays,… or bonus salary for that month if employers accomplish their job
effectively.
=>In this way they can be more motivated to do their work better.
4. What questions should the management be asking in order to gather
information for an accurate, up-to-date profile of each guest? E.g: How did
the customer find out about the hotel?
By asking the guest at the right moment (after meals, right before the guest
checking out,…) you can take advantage of these moments and ask the right
questions that allow you to improve your hotel's quality of service.
Food:
● What do you think about hotel food?
● Have you been enjoying your meals during your stay?
Room services:
● How is your room?
● What do you think about our hotel spa (gym, restaurant, bar, lounge,…)?
● What was the best part of your stay?
● How was your experience with our hotel staff?
● Was there anything that could have made your stay even better?
● What can you do in our hotel to have fun?
● Are you celebrating a special occasion during your stay?
● Was there anything that could have made your stay even better?
● Would you recommend our hotel to your friends or family?
General:
● How did you hear about our property?
● Do you need any local recommendations?
● Do you have business or vacation travel?
● How long do you stay in the hotel?
● Do you like to stroll around the city?
● What do you like to know about the city?
Ex: *Before the clients are about to check out*
Hotel staff: “Have you been enjoying your stay here, good sir?”
Clients: “Oh! It’s wonderful”
Hotel staff: “It’s good to hear that, sir. I’m happy that you are satisfied with all our
hotel services.”
Clients: “You guys have done a really good job!”
Hotel staff: “Sir, can you do me a favor, tell us what is the best part of your stay”
Clients: “The bathroom experience was the best in my opinion, my wife liked the
scented candles you guys put in there. And the food at your restaurant, I must tell
all of my friends to have a try at your restaurant sometime in the future. The chef
has done a phenomenal job. Personally, it's been a wonderful experience for me.
Thanks a lot.”
5. How can the group maintain its relationships with the guests once they have
left its hotel?
You can get in touch with the customers via Email, and send them offers when it’s
Christmas eve, New year’s eve, peak season,… or send them offers when they
want to hold a birthday party, wedding, meeting,…
If the visitor is particularly significant, the group may give presents such as
notepads, pens, cups, dehydrated fruit, wine bottles, or anything else that conveys
the significance that the guest deserves.
Ex: an expensive pen is a good present for someone who has rented our deluxe
room, and a bouquet of sweets, crackers, and fine wine is suitable for the guest that
rents our suite room. As for normal clients, a free lemonade stand is an acceptable
present for those who preorder our room.
6. What other actions can the group take to improve customer loyalty,
increase the average scores in the next customer satisfaction survey, and get
back its 4-star rating?
Since providing excellent customer service is the most important thing, they should
first concentrate on it. The infrastructure of the rooms, restaurant, and other
amenities have to be assessed and any essential changes should be made.