Are you offering what your clients are actually looking for?

As a business owner or manager in any hospitality type establishment, you have perceptions as to what your customers want. Your establishment can actually be doing very well but there are still some factors that could influence your effectiveness and this is something you have no control over. Travelling Mystery Guest takes a look at what can influence your company and how to handle them.office-1209640_1920

Travelling Mystery Guest recently attended Urban Econ’s Tourism Talk, where Karen Kohler was the guest speaker. She had interesting information regarding where to find statistical updates about Tourism. Some of these databases include:

To know the statistics of tourism in the area you live in can help you determine the successful and unsuccessful time frames for your business and businesses similar to yours. More importantly, one should determine why the statistics are the way they are, what influenced them and how to prevent or repeat this. It is always important to take general news into consideration with your own business. Factors like illnesses in your country can have a big effect on your international visitor ratesworld-1264062_1920

Another interesting thing to keep in mind is the perceptions that people have about your location. It might be wise to do research about all the negative images tourists might be seeing about your city. For example, a company has a conference each year in another country and the company pays all the travel costs for participating employees. In the year when they went to Australia, everyone was very keen on going because of the high amount of South-African people who have visited or immigrated to Australia, the continent had a positive image. But the in the year they had the conference in India, many employees didn’t want to go (even with all expenses paid) because of the image that India has. This personal perception could have been created by movies such as Slum dog Millionaire.  So always keep in mind what perceptions are created by any stimuli.

diet-403588_1920

Lastly, something that all employees in the hospitality industry are familiar with is trends. Now, we might be familiar with the concept of a trend, but do we really know what the trends are? It may feel like trends just pop up out of nowhere and when observing social media, it also sometimes seems as if trends disappear as quickly as they appeared. A trend can be very tricky to incorporate into your business, considering their time frames. A good example of this was the banting diet in South-Africa. Every restaurant and shop started to incorporate banting items into their menus but soon there were a lot of debates about the health benefits of this diet. So when incorporating a trend into your business, never make it the entire focus point of your business but rather a feature that you offer.

Trends can really have an impact on your business. For interest sake, some of the trends to look in to is virtual travelling and voluntourism. Also, take a look at one of our previous blog posts about Travel Trends in 2017. 

Written by: Alicia Redelinghuys

Advertisements

Understanding the Gaps

There are five gaps in the service quality gap model. For a business to be able to close these gaps and deliver excellent customer service, you first need to understand the gaps, what causes them and how to deal with them. Travelling Mystery Guest guides you through these five gaps:

  1. The customer gap: The gap between customer expectations and customer perceptions

Customer expectations are the things customers expect to receive and are influenced by factors such as lifestyle, personality, demographics, advertising and experience with similar products. Customer perceptions are based on the interaction of the customer with the product or service. (Touch points, as discussed in our Customer Journey Mapping workshop). In an ideal world, the customer’s expectation should be exactly the same as their perception. Although customer expectation is largely influenced by things you have no control over, one way to prevent this gap is to avoid false advertising. Do not advertise a service or product you can’t deliver, not only will the customer be disappointed that you can’t provide; they will also be angry that you misled them. Be sure to deliver what you promise.

2. The Knowledge Gap: The gap between consumer expectation and management perception

This gap is basically the difference between what the customer expected to receive and how the management thought they wanted it. Usually this is because companies are trying to meet the wrong needs. This can be solved by going back to the basic step of market research. Your company’s target market should be clearly defined and their needs should be researched extensively. Post-service-research must also be conducted. Management should ask:

“Were our predictions correct?”

“Did we satisfy our customer?”

“If needed, how must we change?”

Only the customer can answer this.

3. The policy gap: The gap between management perceptions and service quality       specification

According to Kasper et al, this gap reflects management’s incorrect translation of the service policy into rules and guidelines (standard operating procedures and training) for employees. A simple example would be that the kitchen staff is not allowed to use their cell phones in the kitchen area, but this rule is not clearly communicated and may result in bad customer service because of hygiene problems. This problem is very unnecessary and management should provide all rules, even if they seem self-explanatory.

4. The delivery gap: The gap between service quality specification and service delivery

This is basically bad employee performance. Management may know what the customers require, but if the employees (who work directly with the customers) are ill equipped to manage customersneeds, bad service comes to light. This is also an unnecessary gap that can be prevented by proper training, which should be implemented from the start. Bad service reflects poorly on management. Having good human resource policies is also very important for regulating your staff.

5. The communication gap: The gap between service delivery and external communications

A good example of this is false advertising. Never promise anything you can’t deliver. The prevention of this gap is solely the responsibility of the business. You are setting a high level of expectations for your business just to create customer disappointment all by yourself. Rather be efficient and subtle when advertising and exceed customers’ expectations. For example: Don’t advertise your pool as a ‘luxury swimming center with temperature control and amazing views’, rather say, we have indoor and outdoor swimming facilities, then provide a photo of both and be sure the pool is clean. Through this you are not setting the customer up for unrealistic expectations. 

Written by: Alicia Redelinghuys

Brainmates [online], also available from: brainmates.com (accessed 25/02/2017)