Back to basics: the Importance of Basic Customer Service in the Hospitality Industry

A few days ago, Steve Turk published the picture that opens this article: A cocktail menu from a bar at Miami Beach, inserted in an old plastic folder, attached by rusty paper clips. Not very appealing. Made me think: Having a QR code that leads to a website is costless. So it's not about the cost, it's about the attention to detail. The basics of customer service.

In the dynamic world of the hospitality industry, where luxury accommodations, exquisite dining experiences, and unique destinations are the norm, it's easy to overlook the fundamental essence that holds it all together: basic customer service. Often undervalued, this cornerstone of the industry is the unsung hero that can make or break a guest's experience.

Some of the back to basics rules could be:

First Impressions and Lasting Memories:

In an industry defined by experiences, every interaction between a guest and a hospitality business or team member shapes their perception and memory. Basic customer service forms the foundation upon which these experiences are built. From warm and genuine greetings upon arrival to prompt and efficient responses to requests, every guest touchpoint is an opportunity to create a lasting positive impression. By consistently delivering exceptional customer service, hotels, resorts, and other establishments can foster an emotional connection with their guests, leaving an indelible mark in their memories.

Building Customer Loyalty:

In today's competitive landscape, where customers are spoilt for choice, building customer loyalty is paramount for sustained success. Basic customer service plays a pivotal role in fostering guest loyalty. When guests feel valued and cared for during their stay, they are more likely to return, recommend the establishment to others, and become brand advocates (think of the Mandarin Oriental "I'm a fan" campaigns . Moreover, in an era where online reviews and social media recommendations hold substantial influence, exceptional customer service can enhance a hospitality business's reputation and attract new customers organically.

Differentiation in a Crowded Market:

The hospitality industry is teeming with choices, making it crucial for establishments to differentiate themselves. While dazzling amenities and stunning aesthetics may capture initial attention, it is the consistently excellent customer service that sets an establishment apart from the competition. In an age where experiences are increasingly valued over material possessions, customers seek personalized attention and a sense of being genuinely cared for.

As Rai Bahadur MS Oberoi -founder of The Oberoi Group - once said: “You can make a hotel of gold but no one will stay there unless you can provide efficient and great service” .

Increasing Revenue and Profitability:

While the correlation between customer service and revenue might not be immediately apparent, the link is undeniable. Satisfied guests are more likely to spend more, upgrade their accommodations, and avail themselves of additional services. A seamless and attentive customer service experience can lead to increased guest spending, higher occupancy rates, and improved customer retention, all of which contribute to a more profitable business. Furthermore, positive word-of-mouth generated by exceptional customer service can attract new customers and expand the customer base, further boosting revenue streams.

Considering all of the above points and reasons...why are some establishments still not delivering a decent customer service? too busy to care? If that is the reason, it's just a matter of time another business will pop up next door offering a more attentive service. And by then, it will be too late for former to compete with the latter.