Tag Archives: hospitality phone shops

Twenty Percent of Hotel Guests Report Problems With Their Stay

Negative word of mouth spreads faster than positive word of mouth. With 43% of guests who will not likely return to a hotel in the future, this is an eye opener.

According to hotel and motel management we have provided services for, more than 20% of guests who have spent more than $250 a night said that they had experienced some sort of problem during their visit. Furthermore, guests who experience a problem are 43% less likely to return in the future. This is a big deal in the hospitality industry.

With this relationship between problems reported and decreased guest loyalty, it is pertinent to keep service up to par to avoid losing market share. Unhappy guests tend to tell others about their experience even more so than happy guests. This means that negative word of mouth spreads faster and has the potential to damage your business’s reputation. Here’s a fact: Yelp gives power to the people. If you are not regularly challenging yourself to provide customer service excellence, Yelp will reflect these efforts. Ergo, profit loss will be imminent. Why even take the chance?

Hospitality professionals know that the answer is to deliver extraordinary levels of customer service. Go above and beyond for your customers. As a hotel manager, or any business manager for that matter, be sure to know how your guests are being treated. Make note of both good and bad experiences in order to pinpoint areas of improvement or reward for top performing employees.

This is where Advanced Feedback comes in. We provide professional mystery shopping services that will undoubtedly deliver you and your business results. Browse or website today and see if our award winning services are right for you.


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Marquis Hotel Group Expands Mystery Phone Shops With Advanced Feedback

San Diego, California, August 23rd 2011 – Advanced Feedback, Inc. is proud to welcome Marquis Hotel Group’s latest acquisition. Due to reconstructing of management, the Quality Inn Auburn established their phone shop service under the management of General Manager Heather Patrick and Michael Chisholm President of Marquis Hotels Group LLC.

Advanced Feedback has been providing services for the hospitality group for almost a year, however they have been working with Mr. Chisholm closely throughout his career since 2004.

“We have been both fortunate and honored to be working with Michael throughout his growing and continued success.“ said Geoff Gladu, Account Manager of Advanced Feedback, Inc.

The hotels rely on secret phone shops to monitor and improve each agent’s customer service skills. Mystery shoppers pose as potential customers and call inquiring about rates and availability. Agents are scored based on a number of criteria, such as qualification, reservation offers, aggressive closing, building rapport and value.

Linda Tran, Account Administrator of Advanced Feedback states, “Many businesses are relying on phone shops to see how the agents perform when they think that they are in the clear. It also helps business owners obtain the initial impressions of their guests.”

On a daily basis, Advanced Feedback provides immediate results to both the Quality Inn Auburn and Holiday Inn Express & Suites Camarillo, these results include the agent’s individual phone shop report and recorded call. This immediate feedback allows for corrective training and counsel to take place if needed.

For more information regarding mystery shops or phone shops to enhance your level of guest service, please visit AdvancedFeedback.com.

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Boutique Hotels – Missing the Opportunity to Provide Personalized Services

One measure of personalized customer service, and perhaps its most objective indicator, is a hotel’s willingness to practice it over the phone.  Being one of only two possible first impressions a hotel has to work with, the personalized phone call is so simple it ought to be automatic yet it is increasingly rare. Less than 5% by one measure!

In part one of an independent national study to measure customer service and sales in today’s web-based world, Advanced Feedback, Inc. called over 250 boutique hotels to see if this traditional line of communication was any more personable than an online search.

“The phone shop doesn’t lie” explains Zachary Hooker, President of Advanced Feedback. “Unlike customer surveys or feedback requests, there is no upset customer or buyer biases, just the facts.  They either do it or they don’t”.  Zachary is referring to whether or not the front line is tasked with and performing the niceties of good old fashioned personalized sales and service:  “May I have your name?”, “Have you stayed with us before?”, “Would you have any special requests that I may help you with?”

The company began their study by focusing on a segment that should lead the pack in personalized services, boutique hotels, the popular personality or lifestyle brands of recent years.  Using a simple mystery phone shop to check rates and availability, Advanced Feedback was able to objectively determine if the hotel is intent on providing service any more personable than an online reservation form.

The answer is no.

In fact, based on their results one could argue that today’s hotel agents ask fewer questions to personalize the service than found in a typical online rate inquiry where we know we’re at least asked to select room type or bed preference.  One could also question if some properties have an objective to encourage guests to go online versus call their business. Looking at the data below tells us management is no longer committed to phone skills that include rapport and personalized services:

17%      Asked for the caller’s name

31%      Asked the caller if it was their first stay or reason for visit

9%        Asked about specific needs or preferences

10%     Mentioned any hotel amenities or benefits prior to quoting price

4%         Covered all four areas of personalization

Boutiques might be well designed to cater to a particular lifestyle or modern trend, but the Advanced Feedback study shows a missed opportunity to turn a hotel’s charm and personality into a memorable first impression.

Furthermore, looking beyond the qualifying aspect of the call, one might speculate that specialty hotels would at a minimum embrace each incoming call as an opportunity to highlight something interesting about the property.  Yet only 10% of those called mentioned even one unique feature or benefit of their boutique property!

“We started with boutique properties thinking this would be a benchmark for how good phone skills set the stage for a personalized hospitality experience.  We didn’t necessarily anticipate better overall skills from boutiques, as the major well known brands often have phone training systems in place, but we did expect the personalization to be there” continues Zachary.

Comparing the overall phone skills performance of boutiques to a sample of well known brands, collected during a control group survey, the study shows no overall difference, boutiques 37%,  majors 37%.  In addition to the personalization aspects of inbound phone skills  (rapport and needs assessment), the survey scored other phone handling and sales criteria such as the use of a professional greeting and asking for a reservation.  These scores, shown below, are also roughly inline with a random selection of non boutique hotels.

92%      Answered within three rings

82%      Used an appropriate hotel greeting

47%      Asked to secure a reservation

24%      Handled resistance to a reservation

33%      Attempted to lead the conversation

37%      Overall phone shop score

In general,  it can be concluded that the front desk or reservations is adequately staffed and trained to answer the phone professionally and politely, but that’s where the training stops.  It seems this is true across all brands, not just boutiques.  The company will know for sure when a second phase of the investigation is complete.  “Clearly when only 47% of hotel agents ask the caller to make a reservation, phone skills training is no longer front and center.  Excuses include cuts in training, attention to online sales, etc. but as long as you’re paying people to answer the phone, they should be selling your service”, challenges Zachary.

The survey covered a wide variety of self proclaimed boutique hotels, ranging in size from only a few rooms to over 500.  On average small boutique properties did worse in all areas.  Those with less than 50 rooms had the lowest average overall score of 21%.   Above 50 rooms, there is a weak correlation between a hotel’s size and practice of good phone skills, boutiques above 500 rooms faired best at 62%, but with a small sample size.

Rooms                          Average Score             Calls

1-49                              21%                             46

50-99                            34%                             49

100-149                        39%                             59

150-199                        44%                             30

200-249                        48%                             27

250-499                        34%                             31

500 plus                        62%                             10

All Boutiques                37%                             252

With regard to the drop in performance with fewer rooms, Zachary claims that it doesn’t have to be this way.  “Our on demand phone shops give small hotels an incremental and low cost solution to training, one equally as effective as programs used by the large hotels and groups.”

“Again, what’s keeping the scores so low are the components of communication where boutiques should excel, namely the personalization of the call.  Personalization as simple as asking for a callers name, asking if the caller has visited their property before, if there are any preferences, and mention at least one feature of the property that may be a benefit to the caller – on average, done less than 5% of the time” he emphasizes.

Advanced Feedback’s survey also looked at differences between specific cities, states and regions of the country.  In part two of this study the research firm will investigate variations in service between brands, independents and hotel groups.

Go to THIS LINK (http://www.advancedfeedback.com/hotelsurvey2011.html) for a copy of the full report, or to find out how your hotel fairs relative to others in your area, region or the national average.

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Ocean Park Hotels turns to Advanced Feedback for Mystery Phone Shops

Advanced Feedback, Inc. is proud to announce and welcome new client Ocean Park Hotels with offices in Valencia and San Luis Obispo California.  Ocean Park Hotels owns and operates properties under the flags of Marriott, Hilton, Holiday Inn Express, and Best Western Franchises.  Hotels are located in Camarillo, Thousand Oaks, Valencia, Monterey, San Luis Obispo, Santa Barbara (Goleta), and San Diego (Poway).

OPH is the latest client to use Advanced Feedback’s telephone mystery shopping services (phone shops).  The hotel group had tried other mystery shopping companies but turned to Advanced Feedback based on the recommendation from Michael Chisholm, Executive Director, who expressed that he “was most comfortable with his overall experience with Advanced Feedback” when he was a hotel general manager.

OPH will use the phone shops for quality compliance checks across their range of properties and will further encourage the use of phone shops as a flexible tool to improve hotel service and sales with better phone skills.

Linda Tran, Account Administrator at Advanced Feedback states, “in these economic conditions, many businesses rely on phone shops and mystery shoppers to be their eyes and ears on their employees, and to serve as an effective alternative to quickly-forgotten and costly training.”

Advanced Feedback mystery shoppers, posing as potential customers, call hotels inquiring about rates and availability.  Employees are scored based on a number of criteria, such as qualification, building rapport and value, sales offers, aggressive closing, friendliness and helpful knowledge.  Advanced Feedback provides immediate actionable results in the form of an individual phone shop report and recorded call, and then follows up with a trend report to track continuous improvements.  “We welcome and look forward to helping Ocean Park Hotels maintain their high standards of sales, quality and an excellent customer experience” says Linda.

For more information regarding mystery shops or phone shops please visit www.AdvancedFeedback.com.

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