You know how we all studied in school – creating brain maps, rhymes and pictures to remember certain things? Well, the hotel wheel has a similar function in that it assists us to understand how all the different departments are interlinked within a hotel, guesthouse or restaurant setup. Obviously for a guesthouse and a restaurant the wheel won’t be that big, but for hotels it becomes quite intricate.
To show you what I mean, let’s have a look at a simple example:
A hotel wheel consists of the different departments within the organization, including the bookings department, front office, reception, guest relations, the restaurant, the swimming pool area, entertainment, housekeeping, security, guest relations, etc. When we imagine these departments working together to keep the wheel turning, we realize that many of these departments need others in between before they can actually do what customers expect from them. For instance: Reception can’t check guests in without security’s okay, nor can they check guests in if the bookings department has not done the booking. Housekeeping can’t be sure to provide guests with the perfect room setup if the bookings have not been completed properly.
A rough sketch of part of your hotel wheel might thus look similar to the example below:
Obviously no hotel’s wheel would look exactly the same, as no one runs their business the same way. Still, there are certain key areas with key departments that will always be included.
Would you like to create your own hotel wheel in a creative way, which you can use to teach your employees how the different departments interlink? Contact Travelling Mystery Guesttoday for an interactive workshop hosted at your establishment! Call Renate on 082 336 1562 or email her on firstname.lastname@example.org.
Do you sit with information about your guests, but you don’t know how to use it? Do you sometimes wonder which areas of service you should focus on? We’ve got the solution for you!
Customer Journey Mapping
A customer journey map is a tool which will assist you in identifying what your customers experience at your establishment, what their likes and dislikes are, and which areas of customer service you should focus on. It’s something that any company in the tourism and hospitality industry should spend time on, as that is the one thing that will help you to get to know your customers better. You will be able to identify the different touch points between the guest and your establishment and the guest’s experience at each touch point. The ideal get-to-know-your-guest tool.
Here are ten easy steps put together by Travelling Mystery Guest to assist you in creating your own basic customer journey map. This map can become quite intense if you really put some effort into it – the steps below are just some guidelines to put you on the road: (PS – we also offer workshops on this topic. Contact us for bookings.)
Before you start jotting down the map, you need to have a meetingwith all relevant stakeholders of the business in order to decide which questions need answering, which business decisions you’re facing and what you hope to learn from the map. Then decide on a framework to work from. With the different touch points as a framework, you will be able to identify all the different areas where guests interact with your establishment during their customer journey.
Gather intelligence. This part is the difficult part, as this is where you need to gather as much data as possible in light of your objectives. If you want to know which social media pages your guests prefer to use, you will need to do online research, interview your guests, delve through previous surveys that has been done and observe followers online. It is also here where you need to identify your different target markets, i.e. business tourists, leisure tourists, kids, etc.
Put the information that you’ve gathered in a visual form. Remember: You need to visualize it from your guest’s perspective – focus on what the guest is doing, thinking, feeling, interpreting and buying. These will eventually form your touch points on the map.
List general patterns that are relevant to the specific guests’ journey through your establishment (i.e. they mostly book via a travel agent, they mainly eat breakfast very early in the morning, they always ask for two point plugs, they usually book single rooms, etc.)
Now identify additional journeys that represent other types of guests (i.e. the journey of a business guest and the journey of a leisure guest) and repeat steps 1 – 5.
Identify areas where the customer journey between different target markets starts to differ. Also identify the “road blocks” that impact different customer groups in different ways.
Add moments of truth (detailed interactions) at each touch point. For example: At the touch point, Company Website, the moment of truth would be that the website needs to provide ample information, needs to lead customers to additional pages like Facebook and the blog, needs to be easy to navigate, etc. These are things a guest would expect from your website. It will shape their perception of your establishment and perhaps even convince them that they need your service.
From the moments of truth, you need to identify the areas where your company is not living up to standard. Spot the areas where you see opportunities for better engagement with your guests.
After looking at the current customer journeys of your different target markets, now also create a map of the ideal customer journey. Ask yourself where the opportunities lie to exceed your guests’ expectations.
Socialize your map with the relevant stakeholders. Consider the differences between the current customer journey map of your establishment and the ideal customer journey map and from there develop a road map for improvement. Be sure to include all relevant departments of the business in this map discussion in order to ensure that everyone understands the mission: exceeding customer needs.
Thanks to my sources: Antje Helfrich and Marc Steiner from Openview.