Hotel Online
News for the Hospitality Executive




Delighting Guests Does Not Drive Loyalty; Reducing Their Effort Does


Mobile Key by OpenWays is driving loyalty and brand stickiness by easing check-in/out processes


Chicago —October 11, 2011 — In a recent article titled: Why Your Customers Don't Want to Talk to You, Harvard Business Review blogger Matt Dixon states: "Most customers these days demonstrate a huge — and increasing — appetite for self-service, yet most companies run their operations as if customers prefer to interact with them live." Hotels are no exception. In Stop Trying to Delight Your Customers, Dixon states that two critical findings have emerged that should affect every company's customer-service strategy: Delighting customers doesn't build loyalty; Reducing their effort -- the work they must do to get their problem solved -- does. Acting deliberately on this insight can help improve customer service, reduce customer service costs and decrease customer churn.

OpenWays, the global provider of mobile-based access-management solutions, has developed a self-service solution for hotels that reduces guests' efforts to get to their rooms by giving them a choice to proceed to the front desk or not upon arrival. OpenWays quenches the growing self-service appetite by empowering hotel guests to bypass attended-service procedures at the front-desk and instead use their mobile phone as a room key. This self-service option not only builds a competitive advantage for hotel companies looking to adapt to mobility, but it drives guest loyalty -- and brand stickiness -- at the same time.

"In the past, one misperception in hospitality was to assume that self-service was viewed as lesser service, when it's proven today to be just the opposite," said Pascal Metivier, OpenWays Founder and CEO. "Self-service really delivers 'more service' because it removes roadblocks and eliminates steps that keep travelers from getting to their destination quicker. Therefore, reducing the effort it takes to get guests to their rooms faster without lessening service standards is what will keep guests coming back and remaining loyal to a particular hotel or brand."


Choice is the Ultimate Service
A study released this month by The NPD Group for NCR Corp. shows that two out of three consumers in the U.S. want self-service options. Almost 46 percent of U.S. consumers surveyed said they want to be offered more self-service options to improve their experience. While this study is based primarily on shopping preferences, there is a strong correlation to lodging. Marshal Cohen, chief industry analyst for The NPD Group, a leading global provider of consumer and retail information, said: "The option of self-service, when delivered as part of a strategic customer engagement program, can help many [businesses] cater to today's time-starved and on-the-go consumers. This survey demonstrates that [self-service] is a popular choice for [consumers] who appreciate speed and convenience."

"Whether someone is standing in line at a retail store or a hotel front desk, it's an undesirable situation that becomes burdensome and stressful as the wait grows," Metivier said. "By offering a Mobile Key front-desk bypass solution to guests, OpenWays is reducing both work load and stress levels for staff and guests. With only those guests in line who need or prefer attended service, it enables staff to enhance the service they provide while making their jobs more interesting, valuable and satisfying.

"Here's why: When you give guests a choice in how they wish to experience the hotel, it provides a more relaxed environment for everyone involved -- including the front desk attendants who typically feel the brunt of any guest frustration," he said. "Because attended check-in is tedious and time consuming, it can cause aggravation for both staff and guests. No guest should be made to feel that providing them service is a burden. In today's mobile environment, travelers who don't want to wait in line to tie-up front desk staff un-necessarily should not be required to do so."

OpenWays improves customer service, reduces customer service costs and decreases customer churn or upset by offering an alternative to the process of traditional head-down front-desk transactions. Enabling guests to use their personal mobile phones as their room key and bypassing the front-desk upon arrival empowers hotel staff to focus on greeting guests with a smile at the main door -- including those with a cell phone in hand ready to head to their rooms and use a Mobile Key. Properly implemented self-service offerings must result in better service and in building a competitive advantage for the hotel.

Here's how it works with Mobile Key: Anyone making a reservation at a hotel who owns a cell phone (any brand and using any carrier network worldwide) will have the opportunity to securely receive a room number and "mobile room key" that will open/unlock the room door with their mobile device. It doesn't matter if a guest is carrying a standard cell phone or a smartphone -- both will allow them to open the door to their room by simply pressing a key icon or a button.
 
"When a guest makes a reservation at an OpenWays equipped hotel, he or she is invited to enroll in the Mobile Key service before their check-in date," Metivier said. "Then, on the day of arrival, the guest receives a text message containing both the room number and a secured link to retrieve the room key. Once at the hotel, the guest has the option of receiving attended service at the front desk or zip straight to their room, knowing that they may obtain a supplemental keycard at anytime during their stay."

Going Green Made Easy
Allowing guests to participate in new hotel's sustainability programs also helps to drive loyalty. With 43 million consumers looking to stay at a hotel that is environmentally conscious, giving hotel guests a way to get into their rooms "greener" will keep them coming back. Because the OpenWays Mobile Key credential is made only of data and not plastic, hotels are eliminating costs originally spent on toxic plastic key cards that frequently end up in landfills and instead are having a positive impact on the environment. The OpenWays Mobile Key is the "greenest" way on the planet to access a guestroom.

"Mobile-based self-service offerings results in more service to hotel guests," Metivier said. "A major opportunity exist today for modern hoteliers to adapt to new service expectations from travelers while driving loyalty, building competitive advantages and improving financial results. In a service-based industry like hospitality, is requiring that guests wait in line at the front desk upon arrival really providing good service and making the best possible first impression? The answer is 'no.' Before Mobile Key by OpenWays was available, no real alternative existed. Today, however, offering a Mobile Key front-desk bypass option is truly enhancing the guest experience by reducing their effort upon arrival and quenching their appetite for self service. The leading hoteliers are currently deploying Mobile Key to make the difference in the market and driving loyalty by adapting to guests expectations."

About OpenWays

OpenWays is a global solution provider of mobile-based access-management and security solutions. With offices in Chicago, Las Vegas, Seoul and in Europe, OpenWays provides technology solutions allowing for the secure issuance and delivery of access rights and keys process via any cell phone operating on any network. The OpenWays solution is truly unique as it built on the concept of credential dematerialization. The OpenWays mobile room key solution works on ALL the 5.8 billion cell phones in service in the world today. For more information, please contact Barb Worcester at +1 440 930-5770 or email barbw@prproconsulting.com. More information can be found by visiting www.OpenWays.com.

.
Contact:

Barb Worcester
PRPRO /OpenWays
Tel: (440) 930-5770
barbw@prproconsulting.com

Andrew Sanders
OpenWays
Tel:  (732) 707-1869
asanders@openways.com



.
Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here  

To Learn More About Your News Being Published on Hotel-Online Inquire Here

Also See: First Impressions Count: Five Things to Set the Scene for Your Guests’ Stay, Make their Arrival More Enjoyable, and Build Loyalty via Convenience and Choice / Andrew Sanders / September 2011

Mobile Key by OpenWays: The 'SMARTER' and 'Greener' Check-In; At HITEC 2011, OpenWays will present -- with Ariane Systems and KABA® Saflok™ -- the 'SMARTEST' check-in solution deployed TODAY! / June 2011

OpenWays Unveils its Next Generation Door Lock Upgrade Module for Mobile Key Front Desk Bypass Service / June 2011

OpenWays and KABA Unveil All-In-One Saflok RFID Lock with Factory-Integrated OpenWays Mobile Key / June 2011

Can Self Service Mean More Service? YES! With OpenWays' Mobile Key / May 2011

Offering Self-Service Options is Key to Hospitality Loyalty; OpenWays is the 'Mobile' Key to Making it Happen / January 2011

iPhone 5 will be Compatible with OpenWays CAC™; All next generation smartphones, including the iPhone 5, Google Android Phones, Windows 7 Mobile Phones, Nokia C7 and N8 Smartphones or Next Generation Blackberry's will be able to operate the OpenWays Crypto Acoustic Credential™ / November 2010

OpenWays: Check In Today All the Way to Your Room Using 'Your' Cell Phone, ANY Model and ANY Carrier / November 2010

Hotel Technology Veteran Andrew Sanders Joins OpenWays as VP Business Development / November 2010

Mobile-Key Platform Displayed at IHMRS Aiding in National Industry GREEN Efforts; There are no key-cards greener than the OpenWays Crypto Acoustic Data Credential that allows hotel guests to check in to their rooms via mobile phone / October 2010

"CHECK IN YOUR WAY" OpenWays Launches New Campaign to Aid Hotels' Mobile Marketing Initiatives / October 2010

OpenWays Mobile Application is Live at a Holiday Inn and Holiday Inn Express Hotel; The world's first mobile front desk bypass solution is up and running at two IHG properties / September 2010

Aitor Agueda Joins OpenWays as VP of R&D; Twenty-five year hospitality and security systems veteran instrumental in designing the most installed and successful electronic-locking systems in North America joins OpenWays to lead R&D efforts; Maurizio Zama promoted to Chief Operating Officer / September 2010

OpenWays Cell Phone Based Front Desk Bypass Solution is Adding to the Business Traveler Experience; HITEC attendees using OpenWays app to enter Guestroom 20X said the mobile room key solution, which gives travelers freedom to completely bypass the front desk by using their cell phone for guestroom access, is ideal for all guests who want to avoid lines at the front desk; Company answers new questions posed at the premier technology event / July 2010

Front-Desk Bypass Cell Phone Solution: OpenWays Announces First Pilots at a Holiday Inn and Holiday Inn Express Hotel; OpenWays and IHG will pilot a new cell-phone-based front desk bypass solution that offers guests the option to use their personal cell phone as a mobile room key / June 2010

OpenWays Mobile Phone Front Desk Bypass Solution Selected for Guestroom 20X at HITEC; Attendees of the 38th Annual Hospitality Information Technology Exposition & Conference will have an opportunity to check into a virtual hotel, bypass the front desk, and open their room door securely using nothing but their cell phone -- any mobile device, any carrier works! / May 2010

OpenWays Opening Doors to Gen Y Travelers Wishing to Bypass Front Desk; Allowing guests to check-in remotely by equipping door locks to open via any cell phone is ideal for attracting this green-conscious, tech-dependent, instant gratification generation / May 2010

OpenWays Selected by Microsoft® to Join Its BizSpark™ Start-Up Program; Developer of the world's first crypto acoustic solution for check-in/out and room access via any mobile phone to receive full Microsoft marketing support, tools, licensing, and global visibility / April 2010

ITB Berlin Attendees Flock to OpenWays' iPhone App for Front-Desk Bypass, Acoustic Room Keys; Attendees at world's largest trade show for the travel industry flocked to see world's first crypto acoustic solution for check-in/out and room access via any guest's mobile phone; OpenWays was one of 11,127 companies from 187 countries that exhibited at the record-breaking event / April 2010

OpenWays Presents its iPhone Application to Bypass Front Desks and Open Room Locks; Mobile solution provider that developed the world's first crypto acoustic solution for check-in/out and room access via any guest's mobile phone announces new services to further enhance operations and guest services. / February 2010

OpenWays Responds to FAQs Regarding its Front Desk Bypass Solutions that Securely Open Hotel Room Doors by Cell Phone; Mobile solution provider that developed the world's first acoustic solution for check-in/out and room access via a guest's mobile phone regardless of type answers hospitality industry's most frequently asked questions / February 2010

100% of the World Cell Phones to Open Doors with OpenWays' Apps; Hospitality's FIRST Check-In /-Out Solution with Mobile Room Key Delivery for ALL Cell Phones is at IH/MRS! / November 2009

4 Billion Cell Phones Now Opening Doors to Better Guest Service Thanks to OpenWays / October 2009

OpenWays Introduces the Fastest and Greenest Way to Check In and Open a Hotel Room Door; Mobile room-key application for ALL cell phones NOW AVAILABLE / October 2009
..
.

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome | Hospitality News
| Industry Resources

Please contact Hotel.Online with your comments and suggestions.