Take the Customer Journey

How often do you put yourself in your customers’ shoes?  Taking the customer journey is something every business should do, not just hospitality businesses. But what does this mean for a hospitably business?

It starts with the research, the booking and the journey. How easy it is to find you on line and then make a booking -either on line, email or phone? You’ll obviously do this through slightly different eyes to your average customer so ask someone new to the business or outside the business to give you feedback on this. Does what you say on your website give all the necessary information to make a decision, make a booking and arrive in one piece? Check the things that frustrate your customers – do all the links work, are contact details easy to find, does the postcode take you to the correct destination when using sat nav?

Then take the journey your customer takes from the point of arriving to the point of departure. This starts with driving into the car park, your walk to reception, and to your room, what you see out of the window, the service in the restaurant, how comfy your beds, the cleanliness of the public toilets, your greeting in the gym, the speed of check out: everything a guest might see, hear or experience.

The problem is we can become oblivious and it’s quite difficult to get a real first hand experience as the service you get will never be quite the same as your guests’ experience. So involve your team in the process, especially new staff members who will be experiencing things for the first time. Even old hands can give you another perspective by experiencing another department – ask your kitchen staff to take the customer journey in the gym, your housekeeping staff to dine in the restaurant (and bring a guest so they come when off duty, and see the full customer journey), your conference team to stay the night.

The customer journey does not end once they drive out of the car park. What follow up do you do with your guests? Do you thank them for their stay? If there have been any problems, how are these followed up? Do you let them know of other events or offers they might be interested in? All these are part of the customer journey and add to the total customer experience.


Related articles: Do you guests suffer from buyers’ remorse? When was the last time you slept in one of your hotel beds?, How long is the queue at your hotel reception?, Guests’ first and last impressions


See resources for a self audit checklist to help you review your customer journey.

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