How to turn unhappy guests into Brand Ambassadors.
How to turn unhappy guests into Brand Ambassadors.
Today I had a thought, well maybe more than one, but we will focus on this one for now. My thought was around handling complaints/problem guests, particularly in this current climate. From experience, I believe that the best way to handle complaints is to offer three solutions and let them choose. Obviously, there is an outcome that you would prefer, so you make that the most attractive option.
Below is an example, using a hotel experience as the case study.
A couple come to complain about their experience in your hotel.
The first thing you do is to take them somewhere comfortable to chat, and offer them a tea, coffee, soft drink.
Then you listen, right the way through, no interruptions.
Next, acknowledge their concerns.
Then, Empathise. (if appropriate, see below).
You should then offer the three solutions.
#1. Apologise and let them leave. This is the solution only when you know that their complaints are not justified i.e not true, if the guest is aggressive, or is “trying it on”. And there will always be some of those.
#2. Refund. This is the easy option, but also the laziest. It also means that the clients will likely never return and probably bad mouth you to anyone who will listen.
#3. Now this is the one that you really want them to go for, and the one that that they are most likely to opt for, assuming that you have followed the initial steps mentioned above.
Offer a discount off a future booking, say 15 - 20%, a complimentary upgrade (subject to availability) and, give them your contact details, so they know exactly who to contact when they want to rebook. You are now their friend in the hotel, and they will definitely be in touch. On their next stay, make sure there is hand written welcome note from you in their room, and if possible meet them on arrival and welcome them back, or at least call them during their stay to see how they are, you never know, they might make another booking before they check out.
Now let them decide. Hopefully they will go for option 3.
What happens next, is that you have a nice chat about when they might like to stay next, what they could do – theatre, romantic dinner, time in the spa. Create a picture of an ideal stay and let them leave with something to look forward to.
99% of the time, those guests will be in touch to rebook, they will actively look for you when they return and will tell you what a wonderful time they have had. THESE guests will become your Brand Ambassadors. It has cost you a lot less that a marketing initiative and they will give all their friends your name as a contact, those friends will tell others, and they will leave rave reviews on TripAdvisor.
*Always put a validity date on this offer 12 months is usually the best option and make a note of teir issues and you offer, in their profile just in case you have moved on.
Complainers are the easiest people to convert to Brand Ambassadors, it is those who have an average stay, who don’t tell anyone in the hotel of their disappointments, that will never return and may voice their disappointment to friends. So better to have a complainer and see it as a challenge to turn things around.
Now if we look at the current situation re hotel bookings. With no one able to travel, properties will have numerous disgruntled would-be guests. They will want to secure future bookings, avoid refunding any prepaid bookings and generally work to secure revenue for the future.
The rule of three can be applied here too
#1. Full refund. For some guests, particularly those who have lost their income, this will be the only solution that they are interested in. These guests will be grateful that you understood their position, made it easy for them and as a result may well rebook in the future.
#2. Credit towards a future booking. This will have greater appeal if there is added value, for example, tell them that you will email them to give them Priority to rebook before reservations are open the general public. You will also offer some kind of voucher/resort credit – make this per adult, and it can be for F&B or Spa credit. Guests might like this potion as they are uncertain about when they can travel again. *Do point out to guests that the credit will match the original cost of their stay, and that rates may be different when they rebook. Or, you could honour the rebooking as “like for like” + the voucher.
#3. Rebook now. Particularly good if you have already taken a deposit or if the booking was a fully prepaid rate as you do not want to be returning funds if you can help it. If clients opt to rebook now, offer a complimentary upgrade (subject to availability), no cancellation charges if they cancel more than 24 hours prior to arrival (who knows where we will be in a few months time), and a bottle of wine per room or a smaller “resort credit” than above.
For those who opt for a voucher or who choose to rebook, make a note in the guest profile to welcome them back, or say that you are delighted to be able to welcome them to your hotel at last, and hope they can relax and enjoy their stay.
All of these three cases could become your Brand Ambassadors without a huge amount of effort. After all, we know that word of mouth is the very best way to secure new clients.
It is worth remembering that how well you serve your guests now, at this time of great uncertainty, will serve you well in the future.
There is a saying in business that it is easier to keep a client than to find new ones, and here you see, it can be as easy as 1, 2, 3.
Stay well,
Janet x