How well do you know your customer? In a hotel’s attempt to offer a high level of guest service, I’m often asked when checking in, “Have you stayed with us before?” When I reply “Yes,” it is often followed by “Welcome back” or “It is good to see you again,” together with “As you know then the restaurant opens at 6:00 AM” or some other item they feel is important to tell me. Shouldn’t they already know I’ve stayed with them before?
This tells me that the hotel is not practicing effective customer relationship management. Wouldn’t a better interaction be once I tell them who I am, “Welcome back, Mr. Hopkins. Your requests and preferences have been noted. Please let me know if there is anything additional you require during your stay. And, we’ve recently introduced a new Executive Chef in our restaurant so be sure to check out the new menu.”
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