News for the Hospitality Executive |
by
Osvaldo Torres
Cruz
August 2012 According
to an old axiom of marketing, the most successful company in the market
is the
one that has better knowledge of its customers. Customer data is a
management
tool that is continually gaining importance in today's business world. Guests
(main customer of the Hotel business),
arrive to the hotel carrying valuable data about themselves. After
obtaining
these data Hotel´s staff will
transform them into helpful information to be applied to the adoption of service strategies of
behavior, reinforcing guest loyalty to the hotel. This information and
its connection
to the context of the Hotel, is then transformed into knowledge
of the guest. The degree or level of this knowledge will
mostly determine the success of business management designed to achieve
the
most desired benefit: satisfied and loyal guests. However, we still
face
difficulties associated with lack of understanding of information
management
paradigm, such as: What do
we need to know about the guest? How
available is this information? How
would we like to receive the info? When
will we need it? To what
purpose do we need the info? Who are
the consumers of the guests´ information? The
Guest Information Management, therefore,
implies a set of procedures, standardized processes and
integrated
actions that respond to the life cycle of information,
supported by
systems and technologies. Processes
requires collecting,
gathering,
location in a context, transmission and processing from both internal
sources
(the same guest) or external (associated or linked to the guest) and in
any
format, let analyze its application: 1-The
uptake of the guest Information: There
is no other source of information about
the guest that is more accurate, accessible and fast than guest itself.
That is
the reason why, the Experiential Hospitality, through its system of
relations
and links of the type 'from one mind and heart
to another mind and
heart ', makes the guest allows us to get where no one has come
before,
obtaining information never before achieved. Note that in this process
is
essential the empathetic human resource factor whose level will be
determined
by its motivational degree. 2
- The collection of the guest information: All
data from guests who has been captured at
different times or situations, should be united in a single tool or
format that
can be accessible to all who interact with customers. This is a
critical step
in determining the success of the information management, to prevent
spreading,
lose or misinterpret the gathered data. The use of technological
advances
(communications equipment, software etc.) may be very useful to
facilitate the
collection of the guest info. 3 - The
location of the guest information in a
context: The
guest information that is associated to a
Hotel context and
particularly to
a Hotel experience, becomes guest experiential
knowledge. The contextualization of guest information, is
one of the
most creative procedures as it allows the making of management
decisions to
improve its application in the services and an strategic-tactical shift
as a
function of designing of positive holistic experiences
on guests. 4-The
transmission of the guest information: The
transmission of the guest info is certainly an essential element to define the holistic nature of the
guest´s
experience. Therefore, it is necessary to transmit the information
collected
from the guest to all sectors that can
make use of it, to achieve the Hotel becomes a sensory big stage where
the
guest is constantly receiving sensory stimuli arousing his emotions and
positive feelings. 5-The
information processing The
above item refers to the process of interpretation and subsequent use
of the
info by the Hotel staff to be adjusted
to the attributes of the services offered and ensure that
they become a
source of sensory stimuli that will surely
trigger positive emotions in the guests. These will be
their own, unique
and unrepeatable feelings, out of the
previously experienced context. In the
Experiential Hospitality, the Guest Information Management acquires a
new
dimension: emotional, which analyzes
and uses all the collected and recorded customers data
to allow Information Managers
(Experience Makers) take
management decisions oriented to design
positive holistic experiences for the guests who are being assisted The
Guest Information Management in the Experiential Hospitality is an intangible and differential asset value
in the Hospitality Industry because it can be used also as an important
agent
in modifying existing behaviors of guest, since it allows the guest
achieves
the desired emotional states, feeling he is emotionally understood.
This degree
of understanding is an important reinforcer for the
guest behavior of affiliation to the Hotel.
These behaviors of emotional loyalty offer the benefit of the
differentiation
and positioning of the Hotel on the market, thus increasing revenues as
company. |
Contact: Osvaldo Torres Cruz Hotel Butler Guest Experience Advisor [email protected] http://hotelguestexperience.blogspot.com
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