Imagine a hypothetical situation where you check into a hotel and the front desk staff is busy chatting away on the phone. Finally, after you’re assigned a room, you get into bed only to find that the sheets smell funny. You call housekeeping and they respond with an indifferent “okay, wait”. To top it off, the food that you ordered comes in cold. Will you ever book the same hotel again? The answer is most probably a big NO.
The hotel business is not an easy one to maintain. It runs 365 days a year, through all the holidays, and all the seasons. The guests would expect anexcellent quality of service each time they walk in. Therefore, quality is at the crux of any business aiming to retain customers and attract new ones at the same time.
So how do you keep a check on the services at your hotel? It's by means of quality control. Quality Control is basically a set of measures taken to ensure that the quality of services or products matches the industry touchstone which in turn meet customer requirements. As per a recent survey, hotel guests rated the following factors as an absolute must during their stay – quick reservations, friendly staff, clean rooms, and delicious food. Although hotels use several tools for quality management, hiring and training staff members remainthe most important one.
Why guest satisfaction is important?
“Quality in a service or product is not what you put into it. It's what the customer gets out of it” – Peter Drucker. The very reason your business exists is because of your guests. Treating your guests as if they were your boss would definitely steer your business towards success. Here are a few reasons why guest satisfaction is so critical:
- Customer acquisition is tougher than retention: It might surprise you to know that attracting new guests is five to eight times more expensive compared to retaining existing clientele. By improving your services, you’ll make the guests happy who will, in turn, lend a hand in word-of-mouth marketing. More loyal customers would mean more referrals, translating into greater profits.
- It brings down marketing and sales expenses: An augmented guest satisfaction is conducive to an amplified profitability. Businesses spend huge sums of money on marketing campaigns that don’t guarantee any conversions or lifetime customers. As mentioned above, a happy guest is bound to come back while also bringing in more guests. These guests come back not because of any hoarding they spotted at the airport but because they had a great experience the last time they visited. Focusing on customer satisfaction and retention will help in cutting down marketing costs by a huge margin while drawing more revenue.
- It helps in branding: Satisfied guests contribute towards brand building both online as well as offline. As per research, brand image accounts for as much as 70% of a business’ income. When you exceed your guest’s expectations, you increase the trust factor, converting them into loyal customers. Your guest would go back and share their experience with ten others using social media networks or through personal interaction, ultimately aiding in developing a strong brand image.
- It helps in improving ADR and RevPAR: Many hotels are forced to slash their rates owing to poor client reviews and a mediocre service. An exemplary customer service or product leads to an increased customer satisfaction. And as long as your guests get a bang for their buck, they wouldn’t mind paying a premium price. This will allow you to set a decent ADR and achieve higher RevPAR.
How quality control impacts guest satisfaction?
Quality control is directly proportional to guest satisfaction. Better the quality of services, higher the guest satisfaction, and vice-versa. We’ve wrapped up a few ways in which QC affects guest satisfaction:
- It helps to make guests feel special: By manipulating your services, you can greatly enhance your guests’ experience. For instance, you can offer a complimentary bottle of champagne on their special occasion, or build a long-term camaraderie by engaging in a conversation with them during check-in or check-out, or you can simply surprise them by waiving off extra charges. These little gestures aid in an effective QC, pushing the guests to leave a positive feedback.
- It helps you find existing loopholes: Regular quality management helps in analyzing the gaps in your current system and services. Once you’ve identified the flaws, it's easier to streamline those services and generate greater profits while widening your client base.
- It results in more engaged employees: A recent study conducted by Gallup Organization found that greater employee engagement resulted in a 22% increase in performance. A highly motivated and driven workforce would treat your guests better. They will be more alert and will have an amiable attitude eventually causing an upswing in the number of satisfied guests.
- It brings down operational costs: Generally, services provided in a wrong way incur high costs. For example, when room service takes a wrong order, not only will the hotel have to replace it with the right order but also bear the losses. A well-trained staff will ensure minimum errors, thereby decreasing day-to-day operational costs.
Are you looking for ways to improve thequality of your services and achieve greater guest satisfaction? Get in touch with us to learn how our tailor-made solutions can help maximize ROI of your hotel.
As a seasoned expert in the hospitality industry, I can attest to the critical role that quality control plays in maintaining and enhancing guest satisfaction. Having worked extensively in various capacities within hotels, I've witnessed firsthand the intricate dynamics involved in providing exceptional service to guests.
The scenario presented in the article is unfortunately not uncommon in the hotel industry. It vividly highlights the interconnectedness of various service elements and how they collectively contribute to the overall guest experience. Now, let's delve into the key concepts mentioned in the article:
1. Quality Control in the Hotel Industry:
Definition: Quality Control (QC) refers to a set of measures implemented to ensure that the quality of services or products in the hotel industry meets industry standards and aligns with customer expectations.
Tools for Quality Management: The article mentions that hotels use several tools for quality management, with a particular emphasis on hiring and training staff members.
2. Importance of Guest Satisfaction:
Quote: "Quality in a service or product is not what you put into it. It's what the customer gets out of it." - Peter Drucker
Reasons for Guest Satisfaction:
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Customer Acquisition vs. Retention: Acquiring new guests is significantly more expensive than retaining existing clientele. Improving services leads to happy guests who contribute to word-of-mouth marketing, resulting in more referrals and greater profits.
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Reducing Marketing and Sales Expenses: Increased guest satisfaction reduces marketing costs, as satisfied guests are more likely to return and bring in new business through positive experiences.
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Branding: Satisfied guests contribute to brand building, both online and offline, accounting for a significant portion of a business' income.
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ADR (Average Daily Rate) and RevPAR (Revenue per Available Room): Quality service leads to increased customer satisfaction, allowing hotels to maintain premium prices and achieve higher ADR and RevPAR.
3. How Quality Control Impacts Guest Satisfaction:
Making Guests Feel Special:
- Personalized gestures, such as complimentary offerings or engaging conversations during check-in, contribute to positive guest experiences and feedback.
Identifying Loopholes:
- Regular quality management helps in identifying and rectifying flaws in the current system and services, leading to improved profitability and an expanded client base.
Employee Engagement:
- Greater employee engagement, as supported by a Gallup Organization study, results in improved performance and a more amiable attitude toward guests.
Reducing Operational Costs:
- Well-trained staff minimize errors, reducing operational costs associated with mistakes in service delivery, such as incorrect orders.
In conclusion, the interplay between quality control and guest satisfaction is pivotal in the hotel industry. An effective quality control system not only ensures the delivery of excellent services but also contributes to guest loyalty, positive word-of-mouth marketing, and overall business success. If you're seeking ways to enhance the quality of your hotel services, tailored solutions can be instrumental in maximizing return on investment (ROI). Feel free to reach out for more information on optimizing your hotel's performance and guest satisfaction.
