This phrase was coined in the late 19th century by American department store owners. It dictates that everything done in your business is centered around your customer. These pioneers of retail recognized that they were not only in the business of selling goods, but also in providing a service - and by focusing on providing a service, they would sell more goods!

The accommodation industry is also primarily about a service - yes, you might be “selling” a nights’ accommodation, but it is the service surrounding it that the customer is focused on. We often refer to this as the “guest experience”. What sort of “guest experience” are your customers looking for?

• A seamless and straightforward transaction experience
• Confidence that the process and experience is secure
• Don't want any “nasty surprises”

Today in customer service we have technology at our disposal that those pioneers of retail wouldn’t have even dreamed about over a century ago - and we can use that technology to improve our guests' experience. How so? Read on to look at those three points in detail and drill down on what technology you can use.

A seamless and straightforward transaction experience

In the accommodation industry, what do we mean by “transaction experience”? Essentially, it is the booking process. How easy is the booking process for guests at your property? Do they have to phone you during business hours, or send an email that will be responded to “within 48 - 72 hours”? 

Today’s technology allows you to offer your guests online bookings - either direct from your website, social media pages or from an online travel agent. An online booking process can also allow prospective guests to view real-time availability on your property, and adding a payment processor gives guests the ability to pay immediately via a credit card. 

Online bookings are a key element of offering a seamless and straightforward transaction experience. Numerous studies and research across the tourism industry worldwide indicates that the vast majority of guests are booking their travel online - and that number is only growing! Guests want to be able to book at their convenience, not yours.

How your prospective customers are interacting with you needs consideration too - is your website and online booking interface mobile-friendly? Does it look good and offer full functionality on a mobile device the same as if you were accessing it on a desktop? Having poorly-mobile optimized websites can be frustrating to your guests, and might cause them to go and look somewhere else.   

Confidence that the process and experience is secure

Think about your own expectations as a consumer for a moment. If you are handing over your credit card details to someone else and agreeing to pay them, you expect - demand even - that they look after those details (and your money) with the highest confidence and security. As a business Owner/Manager, your customers expect you to treat those details the same way - they rightfully expect that their credit card information be kept securely and not be able to be accessed by unauthorised persons. This also extends to their personal details - not everyone wants their home address and phone number publicly available.

Having a safe and secure booking & payment process, backed by a reputable reservation management system and payment gateway, gives guests confidence that the whole experience is secure, the business they are dealing with is legitimate, and their personal and financial security is not going to be compromised. 

Many reservation management systems are safeguarded by some of the world’s most secure and advanced server technology. Payment processors too are backed by the security utilised by the financial & banking sector to ensure funds can be transferred between customers and businesses quickly and securely. Using this technology in your business gives your customers the confidence that their experience with you is going to be a secure one - if the booking & payment process is secure, then it stands to reason that their stay in your property is going to be secure and comfortable too - which improves your guests’ customer service experience and makes them want to stay with you time and time again!

Don’t want any “nasty surprises”

Have you ever stayed somewhere or purchased a product that doesn’t quite look like the picture online? At best, it leaves you feeling disappointed and worst, cheated! 

Your property can use technology so your guests don’t get any nasty surprises and everything is exactly as promised and expected to be. How so?

Your marketing can highlight and promote your property’s best features and amenities - take pictures of them, and use them. This shows your guests what your property actually looks like before they even get there. Your online booking interface can also display pictures of your rooms, as well as list the amenities and inclusions for all of your accommodation offerings. This way, your guests know what they are getting (and not getting) beforehand. Keep your messaging across all of your marketing channels (your website, social media, direct booking system, online travel agent and any other third party listing) up to date and consistent.

Your reservation management system may also include automated communication tools, such as email and text messages. Use these tools to your advantage - make sure you send confirmation of booking emails to guests immediately once a booking is received and confirmed. Use reminder text messages in the days prior to the guests’ arrival to communicate important information about the check in process and your property. You can even send guests a thank you message after check out and encourage them to fill out a survey, leave a review and even rebook!

Technology has given business owners the ability to service their guests and improve their overall experience in ways that were unimaginable in the past. Use this technology to make the booking process seamless and straightforward. Give your guests confidence that dealing with you is secure, and leave nothing to chance by giving your guests all the information they need and want so they can have the best customer service experience possible.   

RezExpert’s Online Booking and Reservation Management System utilises the latest technology to give your guests the very best customer service experience during the booking process. For more information, contact us today.