Have you ever stayed in a hotel where the service didn't meet your expectations? What did you do? If you're like many guests, you pulled out your smart phone and turned to Reddit, Facebook, Yelp or TripAdvisor to voice your complaints.
For those of us who work in the hospitality industry, this is a marked change in guest relations. The tried-and-true standard of client services — when a client picks up the phone or even visits the front desk to seek resolution — is vanishing faster than 24-hour hotel room service.
It's no surprise that the instant gratification of online interactions has replaced the art of conversation and eye contact.
But when in-person help is required, one has to wonder about the benefit of public complaints. Is it a helpful warning to future guests — the equivalent of flashing headlights to warn your fellow drivers of a hidden speed trap? Or is this just an exercise in heavy venting, a public flogging of the unfortunate hotel that provided less-than-perfect service?
A few months ago, I stayed in a luxury hotel in a major city. After I settled into the room, I sat on the edge of the bed — only to discover that the mattress and box springs had a pronounced tilt to one side. It was as though Godzilla had just slept there. I didn’t consider logging in to Yelp or posting a Google Review. Instead, I picked up the phone, called the desk and in a matter of minutes was settling into a new room — bed fully intact.
My method of getting resolution may be on the decline. But what is interesting about the phenomenon of digital complaints is that many hotels now understand and expect it.
In fact, web patrols for customer comments are an essential part of hotel brand management. Many hotels have social media monitoring systems that forward guest remarks to hotel staff in real time, and there are software packages that scan the web for complaints (and compliments) about hotel management in an effort to help staff resolve issues quickly.
If you think this system is only for hotels, it’s not. Many airlines, food businesses, and other savvy travel-related brands also employ these tactics — often to great success. But responding to every digital grievance can yield its own conflicts in customer service. In a 2014 news story, a family was temporarily booted from a flight after the father posted about a run-in with a rude airline employee during boarding.
At the end of the day, a complaint is a complaint no matter where it comes from, and it's good business to handle it in a timely manner. A company's reputation can be ruined or restored based on how a problem is addressed. Prevention is paramount, but successful resolution can be even more important in establishing a dedicated customer base — especially when each complaint is public information.
The smartest brands will see broadcast criticism as a great opportunity; what starts off as an issue can become a public relations win.
More by Steve Zagor, Instructor: Restaurant & Culinary Management
