旅館產業專業知能

[文章分享] "叫你們的經理出來"之複習基本功–服務缺失補救

Back to Hotel Basics: Service Recovery 

October 18, 2016 10:00 am  Hospitalitynet.org by Rebecca Pokora

When a hotel services tens of thousands of guests each year, complications are bound to arise. As the old adage goes, an ounce of prevention is worth a pound of cure.  No hotel is perfect and complaints pop up despite the best of intentions.  Service recovery, or how a hotel handles these issues, can make or break subsequent ratings and reviews.
當一家酒店每年都服務數以萬計的旅客時，混亂與糾紛的比例必定會提高。古諺有云：「事前預防勝過事後補救」其實沒有一家酒店是百分百完美的，即便有最佳的留心注意，抱怨客訴仍會突發。服務缺失補救或者是酒店處理狀況的方式會促成或破壞後續的酒店評分與評價。

Be One Step Ahead(多想一步)

The best way to provide a positive on-site experience is to stay one step ahead of potential problems. One way to do this is by monitoring feedback and common gripes to find solutions preemptively and train staff to identify and react to guest complaints properly.  Hotels should take advantage of slow seasons for general maintenance, property upgrades, and service recovery training. These simple steps help resolve minor complaints and save a hotel’s reputation. 

若想要提供酒店現場的正向體驗最好是對於潛在的問題能多想一步。其中一個方法是藉由審視顧客的意見反饋及一般抱怨以期能早先一步找到處理與解決方案，並同時訓練員工對於客訴要能適當地分辨與應對。旅館酒店應該要好好地趁著淡季時期進行全面的硬體修繕、館內設備升級及服務缺失補救的訓練。這些簡單的步驟能幫助解決較輕微的客訴並且提高酒店的名聲。

Be Accessible(易接觸與善理解)

Most guests understand that unforeseen issues come up and communication throughout the service recovery is a crucial piece of a proper response.  In most cases, front desk staff will be the first people to react to service issues.  They should be able to acknowledge and empathize with a guest issue, but more importantly, they need to be empowered.  What tools and options are available to immediately solve a problem?  Can a guest be moved to a different room or can they be provided a refund for a service that wasn’t provided as expected?

大部份的顧客明白預料之外的問題總會發生，而在服務缺失補救的過程中，溝通是適切回應的重要部份。在大多數的個案中，前檯服務人員通常會是回應服務問題的首要對象。他們應該對顧客的問題表達瞭解及感同身受之意，但更重要的是，他們要能被授權去處理問題：有何工具與處置選項能夠當下解決問題？住客能否因住宿服務不如預期而被安排換到其他適妥的房間或是有房費退款折讓的選項？

TrustYou Messaging offers a seamless platform for guests and hotel staff to communicate throughout the process.  Not only can guests notify the hotel of possible problems in a convenient way, but hotel staff can forward the message on to the appropriate department.  As the property works toward a solution, guests are notified every step of the way. With TrustYou Messaging, you’ll reach guests through text messages, Facebook messenger, and e-mail to ensure guests are informed and satisfied with their stay.
(以下內容為業配文) TrustYou 傳訊軟體為顧客及酒店員工在服務的過程中提供了一個無縫的溝通平台。顧客不僅能以便捷的方法告知酒店方可能的問題狀況，而酒店員工也能將訊息轉發給適當的權責單位。當酒店方在處理顧客問題時，顧客會被告知目前處理的進度。有了  TrustYou 傳訊軟體，你將可以用文字簡訊、臉書訊息及電子郵件確保通知到顧客，並同時確認顧客會滿意該次住宿。

Be On Top of the Situation(掌控全局)

When the initial point of contact doesn’t have the ability to correct the problem, management needs to step in and follow-up.  A quick response is not only a great remedy but it also presents hotel staff as competent and helpful.  If the hotel is busy, a brief call to apologize and reassure the guest that steps are being taken to fix the problem will remind them that they are still a valued and important guest.

當最先接觸到客訴抱怨的工作人員沒有辦法去解決問題時，主管階層就必需要介入並追蹤處理進度。對於客訴抱怨的迅速回應不光是一帖良藥，同時也代表著酒店服務人員既稱職也樂於助人。萬一酒店現場人員處於忙碌(“索草"←台語)狀態，一通服務人員或主管簡短的致歉電話並讓客人安心於其問題正在處理解決當中，將能讓客人感受到重視。

Unfortunately, some guests never provide feedback during their stay but then report a problem in an online review.  That makes it more difficult for a hotel to respond and correct the issue, but it shouldn’t be ignored.  Whenever possible, management should still implement service recovery techniques by providing a response.  Making an appropriate response still impacts word of mouth, social media sharing, and the chance for a guest to return on a future trip for a second chance at getting things right.
不幸的是，有一部份的客人從來不會在住宿期間向酒店服務人員反應問題，事後卻在網路評論中大書特書與抱怨。對於酒店而言，此舉讓當初的問題與狀況更難回應與修正補救，但仍舊不能忽視或輕描淡寫地帶過。酒店管理人員依然得儘可能採行服務缺失補救的技巧來回應相關的網路負評。做出適切的回應仍會影響口碑、社群媒體的分享及顧客在未來回流的機會，而給予負評或抱怨的顧客之所以願意回流，是為了再次造訪時，先前所遭遇的狀況都已妥當處理並且不再發生。

Be Honest and Upfront(誠實坦然←誠實可靠小郎君?)

Regardless of what the issue is, the most important thing to remember is not to offer anything that the property can’t follow through with.  Failing to deliver on a promise will make the hotel look like they dropped the ball a second time and solidifying a negative impression that otherwise could have been fixed.  If a guest requests something that the hotel is unlikely to provide, staff should offer an alternative solution.

不論發生的狀況與問題是什麼，記住最重要的是不要提供任何酒店方無法徹底完成與解決的方案。無法給予保證的承諾將使得酒店方再次被認定為失誤，並且鞏固先前的負面印象，而該負面印象原本是可以解決掉的。如果一位顧客要求某項酒店在現實面未必能辦到的事物，那麼服務人員應予提供其他替代方案或選項。

It takes a long time to build a reputation, but only an instant to lose it.  Although problems arise, hotels can maintain goodwill simply by making guests feel like someone is listening and reacting to their concerns.  
名聲建立需長時間，但敗壞僅需片刻。雖然顧客的問題與狀況層出不窮，但酒店方只要讓顧客感覺有專人在傾聽並且回應顧客在意的事物就可以維繫住商譽。

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