In Newsletter #1: Hospitality is Key to Customer Success: What Software Companies Can Learn from Shake Shack; Twitter Best Practices for Hotels; Four Point Checklist to Take Hotels into the Hyper-Connected World.
“Perhaps the best model for customer success is that of hospitality. I’ve learned a lot about true hospitality by studying famed New York restaurateur Danny Meyer, the genius behind such enduring New York institutions as Union Square Café and Gramercy Tavern…” Click to read the full article.
Why it matters: It’s not just software companies that can learn from Shake Shack… and by Shake Shack the article is really referring to Union Square Hospitality, the restaurant business started by Danny Meyer that is known for its outstanding culture. I myself have had the opportunity to have breakfast with Susan Salgado, the pioneer behind Danny Meyer’s fascination with culture. Back when Susan Salgado started, corporate culture was not a known word, let alone an initiative. Now it is imperative to the success of a boutique hotel brand. Look at hotels like The Mark in New York. When asked about their turnaround they revealed it simply started with the response “Yes” to all guest requests. I long to stay at hotels under brands like Firmdale who put customer service at the very core of their philosophy and reap the rewards in so doing. All hoteliers should embrace culture and empower their staff to go above and beyond. Scot Campbell told a story at HiTec 2015 about his first day in technology training at the Wynn Hotel Group. He recounted his first words from Steve “if one day you come to me saying you have made an error costing us $500,000 but have learned from it, no problem. But if I ever see a guest ask you where the elevators are and you do not pick up their suitcase and walk them there yourself, you are fired”.
“In the past year alone, 70% of followers are believed to have taken some action after seeing travel content onTwitter. Furthermore, an impressive 60M tweets are said to have mentioned hotels…” Click to read the full article.
HotelREZ Hotels & Resorts have put together a list of best practices and tips for hotels aiming to get started on Twitter.
Why it matters: More and more the impact social media is having on purchasing decisions is becoming clear; we are more likely to act based on recommendations that we trust than we are on advertisements we see. With 60 million mentions of the word “hotel” on Twitter in the last year alone, there is a growing opportunity for hotels to benefit from a successful Twitter strategy. However, don’t go blindly. Many (dare I say most) of our hotels do not have Twitter accounts, and those that do struggle to drive real value from them. This guide is a nice start to understanding the basic approach to Twitter and if you do go down this path we would be happy to recommend community managers that can do a nice part time job as you explore this channel.
“It is apparently not just the preserve of small, independent hotels that are trying to capture the attention of tech-savvy guests.” Click to read the full article.
Why it matters: As Marriott points out in the article, referring to the in-room entertainment system: “Increasingly, it is how we use that technology to communicate with our guests when they’re in the hotel.“ Emphasis on the word "in” here. Hotels have given up a lot of the guest journey over the last fifteen years. With the take up of the internet and the unbundling of the guest journey, many stages of the journey pre- and post-stay now lie in the hands of the internet companies. So when it comes to the one stage of the journey that the hotel truly owns, the stay itself, hotels can control their destiny and safeguard against the increasing “Uberization” of services. We have covered this topic in earlier blog posts and these four points are nicely written on how using the right guest-facing technology can lead to a consistently improving (and evolving) guest experience.