SOLUTIONS
MANAGEMENT
PERSONALIZE EXPERIENCE Creating unforgettable experiences is becoming an integral part of any customer interaction, especially in highly competitive markets where product offerings have reached superior standards. Manal Syriani discusses the profitability of personalization.
While guests expect a high level of personalization, concepts are still struggling to deliver targeted results through thorough data collection and analysis. In essence, personalized experiences mainly rely on paying attention to guest preferences and patterns, which involves investment in your frontline team. When done right, a tailor-made service will have a positive impact on profits. Guest profiles To be efficient, guest profiling requires a solid system to capture and analyze guest information and provide timely notifications based on the concept’s customer service strategy. By understanding what motivates and excites guests, you can tailor make services accordingly. Exceptional experiences Creating that “wow” factor could be as simple as remembering details about
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HOSPITALITY NEWS ME | JUN - JUL 2021
your guests or their loved ones and acknowledging these moments with special gestures, thus establishing a relationship that extends beyond the individual outlet or property. Social behavior data Many of the systems that are built on social media platforms provide additional insights regarding guest behavior and preferences. These create opportunities for establishments to personalize their services and preempt the needs and requests of consumers beyond traditional guest satisfaction surveys. While it may seem daunting at first, technology, combined with out-ofthe box thinking, makes it possible for brands to create unique, memorable experiences. Ultimately, it is the personalization factor that consumers identify with, and it is one of the main reasons they remain loyal to certain brands.
Special treatment Whether it is by making a special occasion even more memorable with a complimentary dessert or offering a dish that isn't available on the menu, small gestures go a long way at hotels. Providing special treatment is always the icing on the cake in every hospitality-related experience; it not only establishes a bond between customers and the brand but also creates unique moments and promotes word of mouth. Being proactive Whether they are booking business or leisure stays, guests ultimately seek comfort. Therefore, being attentive to customers' needs and working accordingly will give your brand a competitive edge. Offering a service that the guest might need, free of charge — such as a free airport transfer — is an investment the brand can capitalize on in the long run through establishing a loyal following.
