Introduction
The article I read was about group personalization – how to make groups feel welcome and also how to make them feel that you’ve taken their individual needs into consideration as well. In this study unit we are learning about customer experience management and using the necessary digital tools concerning marketing, collecting and analyzing data of consumer behaviour, social media and sales. This article included details on how to collect data from customers and how to learn from it – making the customers stay pleasant from the moment they step in to the hotel. Article also gives you step-by-step advice on how to make the most of the group’s stay in your hotel, from the beginning when searching the hotels and venues for their event to the end when customers are checking out from your hotel.
Go above and beyond
Groups have big expectations and high demands in what the hotel has to offer – you have to go above and beyond to meet these expectations.
The basic expectation is that everything has to go smoothly. If the group isn’t happy they will let you know and they will most likely share it with other possible customers too. In addition to the basic expectation, modern customers want a trip that holds everything they had hoped for – so basically a trip that is personalized just for them. Customers also enjoy if they notice that you have done something extra for them or anticipated their future needs. (Amadeus: Delivering on Group Personalization.) For example, if the group has booked a safari for a day, why not suggest them to book a sauna or/and massage after the day spent outside. If you can give a little discount for those services it’s even better.
Collecting data
Data can (and should be) collected from the very beginning, when the event planner researches your website, contacts you, gives you information about the group and/or the event. It continues with service orders, reservations, communicating with the customer and follow up questions (Amadeus: Delivering on Group Personalization). However, I think it is challenging to know if everybody from the group has been heard and if their opinion and needs have been taken into consideration, especially if the group is really big. Also there is a chance that there is one person in a group that is a silent type who doesn’t want to make a fuss, but would still like to be noticed. So how to make everybody feel included?
Top 3 points
- Customers these days are looking for very personalized trip, they have higher demands and they are willing to pay extra for better service (Amadeus: Delivering on Group Personalization).
- Group personalization starts from the website and ends after the stay. Hotels can collect customer data after the stay by follow up questions via e-mail or sms. By asking follow up questions, you can collect important data and next time when the customer arrives, he will have the two pillows ready waiting in his room, just like he prefers it. (Amadeus: Delivering on Group Personalization.)
- Personalization improves both individual and group experience (Amadeus: Delivering on Group Personalization).
Conclusions
Collecting data about the customers behaviour and learning from it is a great way to make your hotel stand out and keep the customers happy. If the customer is happy they will most likely share their opinions and experiences with others and return to your hotel.
It can be challenging to keep each customer of the group feeling that you have noticed them but it is worth it in the long run.
It is also acceptable and normal that everything doesn’t always go as planned. Some things sometimes can go wrong and mistakes can sometimes happen, we are only human. But what matters is that we learn from the mistakes and try to turn the negative experience into positive with how we act and make the customers feel.
And last but not least is that you collect the data and learn from it – eat it, chew it, digest it and take it in use.
References
Amadeus: Delivering on Group Personalization