The Market Metrix blog dug into 9 million hotel guest surveys to see which problems have the biggest impact on customer loyalty. They found that issues that had to do with service received by guests had a more significant impact over problems with the product itself. Product problems are when customers dislike or have issues with their room, the hotels facilities, and or the quality of food & beverage. Service problems on the other hand, have to do with how the staff interacts with the guests to provide service such as check-in/out, billing, anticipating guest needs, and resolving disputes.
Although problems with customer service are less prevalent than problems with the product in the hospitality industry today, it is more likely the guests who encounter service problems will not return to stay at the hotel in which these issues occurred. While those who encountered product problems may return at a later time to stay at the same hotel, regardless of the issue they had with the product. The average impact on customer loyalty for product related problems is just a little over half of that of the average impact of staff related service problems.
This leads us to conclude that the best way to increase customer satisfaction and loyalty is by investing in the staff. Motivation and proper training that leads to excellent customer service cost less than renovating facilities for example and given the numbers from Market Metrix, these factors will also have a more significant impact on increasing guest loyalty.
For the sourced Market Metrix Blog post on this topic visit: http://corp.marketmetrix.com/the-most-expensive-problems/
Customer service today is as important on property as it is off. The importance of social media and customer service Infographic: http://dailyinfographic.com/social-customer-service-infographic