From the beginning of internet use, customer service has evolved rapidly and has become absolutely essential for hotel managers to control online reputation in the most important channels and social networks. Our hotel is constantly exposed and any user can share their opinion about their lived experience and the services received. The possibility of checking what other users think of their next destination directly affects the way they reserve. The planning and management of opinions is a priority for any hotel, since the future guests leave from these opinions and the management of responses.
Show your customers how important their opinions are and follow these tips to effectively manage your hotel’s online reputation:
1- RESPOND AS QUICKLY AS POSSIBLE
If a negative comment remains on our wall without response for weeks it can directly damage the number of reservations received. By responding promptly you show interest in guests’ opinions and we improve their impression of us.
2- WELCOMES COMMENTS, INCLUDING NEGATIVE ONES
All comments are important and valuable, especially negative ones. They can help us to detect and improve those aspects that need it. The negative opinions works as a tool to know the status of our hotel, while the positive ones show us which services are better valued to continue working and maintain the level.
3- ATTENDS TO SPECIFIC COMPLAINTS
Specific opinions are opportunities for future guests to see that we take their impressions very seriously. An explanation of how we have solved past problems will show that complaints and opinions do not fall on deaf ears.
4- BE ORIGINAL
The user has spent some of his valuable time writing his opinion and deserves the same or more dedication from us. It is not convenient to standardize the answers, and it is necessary to dedicate oneself to each opinion in an independent way to demonstrate that there is a professional behind that attends his complaints in a personalized way.
5- USE A PROFESSIONAL TONE
Answering all opinions is the cornerstone of online reputation. The answers will be public and, in some way, it represents us before everyone. Be professional and give an answer at the height of your brand keeping in mind that we speak on behalf of the company. It’s a good idea not to get defensive and be absolutely diplomatic.
6- HIGHLIGHTS THE POSITIVE ASPECTS OF THE COMMENTARY
Thank and remember the strengths highlighted by the user and mention them without appearing to be advertising. Both opinions and answers will be taken as data of interest by those seeking references. We cannot afford to miss the opportunity to highlight our strengths.
7- EXPRESSES THE ASPECTS TO IMPROVE
It is important to accept the mistakes we make and apologize when it is appropriate. We are all sometimes wrong and the host must understand that there are certain errors that are inevitable. The ideal is to act with empathy and talk about possible solutions that we will implement to avoid similar incidents now or in the future.
8- ENCOURAGES THE CLIENT TO RETURN
We have to make it clear that we’d be happy if he decided to come back. It is essential to take advantage of the fact that the positive memory is recent in order to gain the loyalty of those who have enjoyed their experience and would like to repeat it. If we have a loyalty program we can not hesitate to mention it.
9- EVALUATION AND STATISTICS
It is essential to account for the most recurrent incidents on a regular and accurate basis. With this work, we will obtain concrete data that will help us to make decisions in the management of those aspects that generate negative opinions. We will check in which aspects we have improved, worsened and which we maintain.
If we properly use the opinions of users, we will not only attract new guests, but also gain loyalty and maintain those we already have. By creating a bond with them we encourage the customer to return to our hotel.