As vaccinations continue to roll out in the midst of the peak summer season, the number of eager travelers has increased. In fact, more than
50% of Americans said they have 2021 summer travel plans, and
31% said they planned to book a flight at some point in the next 12 months. That said, not all airlines, hotels or other hospitality brands may be prepared for an uptick in
activity, especially if they had to reduce their staff since the beginning of the pandemic. For many consumers, this has likely meant longer than normal customer service wait times — much longer. For brands, this influx signals a prime opportunity to
reengage with consumers eager to return to some sense of normalcy. Frontline employees are vitally important to ensuring customers are satisfied. As the CMO of a company that provides strategic customer experience (CX) support across industries, including
travel and hospitality, I believe hospitality businesses can follow three simple steps to keep customer satisfaction at the forefront of all operations
during this critical industry rebound.
Instill Customer Confidence
For many people who are planning to travel this summer and beyond, there will be a lot of “firsts” since the pandemic began: first plane ride, first hotel stay, first inside dining experience and so on. Not only that, but consumers are likely also returning
to these pastimes with higher expectations and standards of courtesy, including more personal space, extra sanitation, regular temperature checks and the like. Re-earning a customer’s trust and respect in this new normal starts by showing that you care.
With an unusual chance to make a second first impression, hospitality companies that commit to higher levels of care could be more likely to secure long-term customers and establish a deeper sense of loyalty.
Increase Staffing By Providing A Superior Employee Experience
If more travelers resume their vacations, it may be necessary to hire more staff to handle the influx of customer inquiries. It’s important to make a concerted effort to identify, hire and retain top talent. Despite this,
The Wall Street Journal reported (paywall) that hotels are having a particularly difficult time finding employees. Focusing on the employee experience remains a critical component
to establishing a strong and steady talent pool. This includes efficient onboarding strategies, continued check-ins to pinpoint and address concerns upfront, and improved accommodations for those reentering the workforce. The happier your employees are,
the better service they’ll provide to your customers. Employees will likely feel a similar hesitancy to that of customers who are cautious about resuming the activities of regular life. Employers should acknowledge those concerns and continue to prioritize
employee safety and well-being for greater retention. It's become even more evident that the employee experience and customer satisfaction are largely intertwined. In fact, 2016 Temkin Group
research found that companies that lead in customer experience have 1.5 times as many engaged employees as those that lag in customer experience.
Make Technology Upgrades To Fill Gaps
Even when human agents can’t accommodate all of their requests, customers still need to feel heard. Technology upgrades will help fill any holes and ensure seamless customer care. For example,
AI chatbots can give consumers the ability to engage with any brand at any time and from any device — which can help offset long wait times that can frustrate even the most patient customers. (Full disclosure: My company offers
AI chatbots.) Investing in improved technology upfront can help keep customers satisfied and encourage future bookings, even after the busy summer months come to a close. Even those who may have been skeptical about high-tech bots in the past may be more
open to the idea now given the benefits of real-time customer service. To implement chatbots without compromising the customer experience, businesses should keep more complex inquiries in the hands of human agents who can deliver high-touch and personalized
service while automating those interactions that are simpler and occur more frequently. If the customer may need to speak to or receive a call back from a representative, it’s probably not the right use case for a bot. Every brand today is trying to find
its footing again while also navigating an increasingly interconnected, omnichannel customer journey, which is no easy feat. To succeed, they should not resume their hospitality operations exactly as they conducted them before, but instead should adapt
to meet customers where they are — and oftentimes in non-traditional ways. Though the ride can get bumpy, the industry has a chance to win over consumers, both new and existing, in brand-new ways. To read the full article go to:
https://bit.ly/3myUF4x
