News for the Hospitality Executive
The Lexington Collection's Guest Satisfaction Program
Offers a Step-by-Step
Process in Allocating Compensation Based on the Level of Complaint
CLEVELAND, Ohio (January 23, 2009) – The Lexington Collection of fine Hotels, Plaza Hotels, and Resorts Worldwide is set to roll out the brand’s proprietary guest satisfaction program aptly titled Target 100. The premise of the program, which was wholeheartedly embraced by Lexington owners and general managers at their annual conference in December, is to engage guests in the heart of the brand’s culture and philosophy of achieving the ultimate goal in customer service – 100% satisfaction.
The Target 100 program hones in on the brand’s commitment to provide an exceptional experience for each and every guest. The program encompasses a solution-based process that addresses a guest’s concerns on the spot by extracting any negatives from the guest’s experience and thus providing a positive outcome via a form of compensatory means, if necessary. The three-tier program guides the front desk representatives in immediately handling complaints and offers a step-by-step process in allocating compensation based on the level of complaint.
The first of three tiers of Target 100 calls for the front desk representative to record the guest’s complaint in a specially designed logbook in front of the guest with assurances that the problem will be resolved immediately. It also includes apologizing for the problem and letting the guest know that the problem will be dealt with immediately so the next guest in the room will not have the same problem.
According to Steve Belmonte, President, CEO, and Partner of Lexington Hotels, this basic, yet simplistic first step demonstrates to the guest that their voices are being heard. “These complaints or mere suggestions are not falling on deaf ears. The head of housekeeping, engineering, and maintenance are required to resolve each entry in the logbooks every day to ensure the next guests are not distracted by the same inconvenience.”
The second tier is for more serious complaints that directly impacted the comfort level of the guest’s experience and may involve a compensatory resolution, such as a room discount. Thirdly, more serious complaints are directed to the Manager On Duty to speak directly with the guest and offer a full compensation for their inconvenience. Guests are encouraged to contact the Manager when they are in town again so the Manager can personally handle their stay.
“Through Target 100, we are compensating and apologizing for any negative experience and with our thorough tracking system, ensuring that future guests do not experience the same nuisance. The bottom line is that even if there is a problem, the guest can still leave satisfied knowing the problem is being taken care of,” Belmonte explained.
Belmonte is adamant that the brand is serious about its quest in achieving 100% satisfaction. “We’re on a mission. We want our guests and the public at large to know that our Target 100 program is not just lip service – but an integral part of Lexington’s DNA.
“Our number one priority is guest satisfaction, especially as a new and emerging brand. With Target 100, we will continue to build a loyal customer base as every component of the guest’s experience is addressed – from the housekeeping, front desk, and maintenance departments – to ensure it’s a pleasant stay. Employees on all levels are assigned key initiatives to implement daily to ensure quality customer service care and personalized attention are granted to every guest and any problem is rectified immediately. “
The Target 100 program aims to flourish in the social networking format where word of mouth advertising and guest testimonials are key elements in attracting new guests. “The bottom line is we want our guests to let others know that they enjoyed their stay with us. If they didn’t we want to be told about it and given the opportunity to remedy the situation to extract any negatives from the guest’s experience with us. It all boils down to the simple fact that we want our guests to have a positive experience with us,” Belmonte said.
The Lexington membership is thrilled with the introduction of the program. “We rate customer service as our top priority and feel encouraged that we are working together with all Lexington members to empower our brand,” said Jeroen Gerrese, President of Regent Hospitality Services, the company that manages the Lexington Plaza Waterfront Hotel in Stockton, California. “We know that guests had a choice in hotels and we’re thrilled that they chose us. Target 100 gives us the tools to work with our guests in perpetuating the good word of their stay with us and create loyal repeat business.
About Lexington Hotels:
Melissa Scott, PR Manager
|Also See:||Turning Problems into Opportunities: Guest Response Systems Provide the Data Needed to Eliminate Defects, Improve Processes and Increase Guest Satisfaction / December 2003|