By Deana Scott, Raving CEO
When used correctly, communication technology has made access to information faster and easier than ever. However, when used solely as a labor saving measure or implemented without a clear objective and tested, it can hurt your bottom line and lose customers.
Think about your automated phone and reservations systems. Have you ever found yourself in an endless loop because there isn't an option that addresses your specific question? Or, the website says, "Call for more information" and the person who answers the phone knows nothing about it. Or, one of my personal favorites, you call in for information and are transferred to the wrong department or, even better, disconnected while being transferred to the appropriate person. Can I just speak to someone, anyone, who can answer my question?
These situations have happened to all of us. In fact, it was a recent experience that reminded me that getting this system right can prevent revenue loss.
Time was running out to book a reservation for my 28th wedding anniversary weekend. I offered to make the reservation, but I kept putting it off. You would think I would be excited to secure this adventure. So why was I reluctant? I had been through this process before and I knew it was going to take time. I needed a block of uninterrupted time to make my reservation for the hotel, restaurant, and spa. I started the process online and realized there wasn't enough information to complete my reservation. How can I book a room if I don't know if there is time available for our spa treatment? Hold the phone! It appeared I was dreading my experience with this property before I even arrived.
I decided to turn my reluctance to call into an experiment and made the call. Here is how it went:
Me: "Hello, I would like to book a hotel room, spa, and reservation to your specialty restaurant."