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Guest Complaints: problem or solution?
In a special report, Michael Georgeson looks at guest complaints and how to deal with them effectively.
Running an accommodation house is not only about guests, bricks and mortar. It is about communication and problem solving. How you handle complaints and what you learn from them will affect the future of your business.
There are generally two perspectives on complaints. The more common is that complaints are to be avoided at all costs. Individuals and businesses holding this view believe they can do no wrong. If something does go wrong, it’s someone else’s responsibility. The other view is that a complaint is a golden opportunity to make a loyal and returning guest. Viewing the complaint in this manner may help you improve your product or service for future guests.
The reasons for liking or disliking a property rarely relate to the product or price. The experience, either positive or negative, is almost always directly related to an interaction with an employee of the property, and his or her attitude. People stay where they are treated well, and often remember where they were not. Accordingly, operators who are effective at problem resolution are far more likely to repair the damage done to their reputations.
People who lodge complaints generally want someone to listen, apologise and, if indicated, correct the matter. Respond immediately and listen. People with complaints will often tell others about their experience. Do you really want them to tell their nextdoor neighbour, friends or relatives instead of you? Listen sympathetically to the entire complaint. Do not interrupt until the guest finishes. It’s tempting to think that listening means waiting for your turn to talk. However, if you are just waiting for your turn, you may miss key information.
Repeat your understanding of the guest’s viewpoint back to the guest. By restating the situation, you demonstrate that you understand how important this event was to the guest and that you are concerned for his or her well-being.
Avoid using the word ‘problem’ to describe the event. The guest may not have thought he or she had a ‘problem’ until it was named as such. Instead, say, “As I understand the situation, here is what happened… is that correct?” If it is not correct, clarify and restate your understanding of the situation.
Demonstrate your concern further by stating your intention to help. “I’m glad you called this to my attention, I think I can help you.” The guest may not always be right, but it’s important to your business that they are treated as if they are.
Don’t be tempted to place blame on another co-worker or supplier. Implying that another part of the operation is incompetent only makes matters worse. Don’t become defensive; usually guests are not blaming you personally.
Before proceeding to a solution ask, “Is there anything else I need to know?” This question allows the guest to vent any remaining frustration and gives him or her another opportunity to communicate fully with you.
Agree on a solution
Ideally, you and the guest should mutually agree on a solution. Put yourself and your guest on the same side against the problem, not you against him or her. Sometimes the solution is obvious once you understand the guest’s viewpoint but sometimes guests have difficulty communicating exactly what the problem is or what they expect you to do about it. If the solution is not obvious, evaluate the advantages and disadvantages of several solutions with the guest.
Follow through and follow up
Do what you say you will. Make it go right. Either do it personally or have it done under your direct personal supervision. It is your responsibility to make the guest relationship a success. Reliability is even more critical here than in the normal situation. The guest is already dissatisfied when he or she calls, so you are starting at the bottom and have to work your way uphill. Don’t promise more than you can deliver, but deliver what you promise.
Call your guests back and ask how they feel about your property now. Are they satisfied? Is there anything else you need to do to make them happy with their service? Don’t be afraid to ask for more business. Your relationship should now be stronger than ever.
Learn from your mistakes
After handling any complaint, always ask yourself two questions:
- What would have prevented this problem?; and
- What changes should I make in our operations to ensure that this doesn’t happen to someone else?
In today’s competitive environment, every aspect of your business should be considered. Carefully devised policies for addressing guest complaints and staff commitment to handling those complaints effectively are crucial. View complaints as a golden opportunity to strengthen your business.
