Increasing personalization to drive guest satisfaction

Most of the guests want to see offers and advertisements that are personalized, and almost 50% want more personalized service before and during their trip. This is the main reason why all major hotel brands are investing in loyalty and personalization technology.

Hotels are awash with data about their customers, but they’re starting to invest in technologies that can better uncover guest preferences, letting a company use data to make appealing offers. “Hotels are getting better at standardizing how they define that information and then engaging with the property management system to pull information about the guest . Sometimes these offers are designed to increase revenue, but often they’re aimed at adding something positive to the guest experience, making the guest feel recognized and welcome.

Now the Businesses have been through a lot this year, and there’s never been more focus on honoring customer relationships and building customer loyalty. With businesses pivoting and adapting to a new way of operating, there is a strong need for businesses to leverage insights to understand new needs and expectations from customers.

Technology that was once viewed as digital convenience has become a necessity with shopping options like online stores. These tools were once viewed as a luxury but are now a must-have for shoppers looking for companies that meet their needs in the most targeted, personalized, and safest ways possible.

Meeting those personalized expectations starts with understanding each customer as an individual with unique needs and preferences. Getting that kind of understanding takes time, making long-term customers’ buying histories exceptionally valuable to businesses. 

According to a report from Salesforce ,that’s why digitally savvy marketers are making consistent, personalized customer experiences a priority. By learning customers’ needs and preferences up front, companies can design experiences that make them feel safe and comfortable when shopping . This makes it easier for customers to get what they expect from a company, with minimal decision barriers.

Anticipate customers needs

Personalization and consistency have always been central to a great customer experience. There are now added elements to consider, like health and safety, but the basic principles of a superior customer experience that customers expect largely remain the same.

Mail-order catalogs and grouping department store goods by category were early ways that retailers looked to make the physical purchase of products more convenient. Personal shoppers and VIP programs were expansions on the same idea, offering services that cater to specific clients’ needs and goals.

But today customer experience is about more than physical purchasing, and that’s changed the nature of shopping. According to Google data, 84% of customers are shopping for something in any given 48-hour period, and 63% of shopping now begins online, and that number continues to increase every day by day. 

Build relationship with customers

Truly understanding customers means seeing them as more than conversion targets. It’s about knowing what they want, their pain points, their concerns, and even their goals in order to provide goods and services that meet a need or improve their lives.

The most digitally savvy retailers are learning that information as directly as possible. Direct-to-consumer (D2C) companies use profiling tools like surveys and quizzes to understand customers’ unique needs from the very start of the relationship. They then use those insights to fuel their sales funnel and develop a more personal relationship with their customers.

For example, subscription vitamin service Care/of built its business around personalization. Customers answer questions about their health and lifestyle so the company can deliver customized supplements, selected for detailed reasons, that meet customers’ specific needs. The company adapts its recommendations and delivery schedules based on ongoing feedback to assure customer satisfaction.

Other startups take similar approaches to leveraging customer insights up front.

Function of Beauty, has new customers complete a quiz about their hair type and hair goals, then creates personalized hair-care products aligned to their needs. Goes so far as to give customers the option to fill out a brief online survey, then head to a store or pop-up location to try on a curated selection based on their fit and style preferences.

Expanding from targeted online recommendations to in-person service offerings is a growing trend. Many companies have launched brick-and-mortar locations that allow customers to interact with select products they’re likely to need. These stores act as showrooms for their online products, and as merchandising channels for goods that expand on the brands’ core offerings . The trend has brought the concept of a personal shopper full circle, but with a digital twist.

Serving up a curated selection of things customers are likely to buy, especially in an in-person environment, eliminates analysis paralysis while building on the brand-customer relationship. That kind of memorable experience helps drive the kind of loyalty that gets customers coming back time and again.

Guest reviews

When reading reviews and surveys, we can listen to what the guests are telling .Online reputation management is another increasingly important area for marketers to prioritize, especially with the Rise of review platforms. Many potential hotel guests are influenced by online reviews and will actively seek them out before booking. Once you have satisfied customers, you can encourage them to leave reviews on key online platforms. Furthermore, you can take the time to respond to any complaints or negative comments to limit the damage.

The different parts of the Guest Experience

There are so many parts to the guest experience, as it starts as early as the search for a hotel, and not only from check-in onwards. It goes from the moment you think about going somewhere to the moment you come back home. It’s everything that comes before the actual stay, and everything that comes after, as even the destination in itself is part of the experience. When you travel somewhere and walk on a public beach that is dirty, you are going to blame the destination and, ultimately, you’re going to blame the hotel.

With that in mind, we aim to make the booking process as smooth as possible, as well as the arrival, the check-in, the stay, all the way to the post-stay with a guest survey to follow up. It’s all part of an entire experience, rather than treating guests as single-stay customers.

What’s very important to understand is that hotels are spending a lot on OTAs, travel agents, and other indirect booking methods, but in order to reduce the amount spent on fees, hotels need to be able to inspire loyalty in their guests, especially when it comes to local markets. When guests are happy with the experience at a brand, they will likely stick to that brand wherever they go. And if they’re happy with the hotel, they will want to go back to that destination. A tourist from a country like Canada, for example, may not visit Thailand 25 times a year, but if a guest is local and travels around the country or to other destinations where we have hotels a number of times a year, it’s paramount to be able to inspire as much loyalty in them as possible so they will book directly with us instead of through an OTA. This kind of loyalty is achieved based on their experience and satisfaction with the stay as a whole – which we can gather from stay surveys and reviews.

Conclusion :-

With this information, companies can develop better recommendations that make customers’ decisions easier and develop products that rise to their changing needs. Delivering products and services in a targeted way — based on information from strong customer relationships — will be key to success for traditional merchants and D2C companies alike.

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