completed

DISCUSSION QUESTIONS (DQ's).

1. Give an example of how a hotel can generate customer loyalty at a "customer touch point."

Answer:

Personalized and excellent customer service throughout the check-in process is one example
of how a hotel can develop customer loyalty at a customer touchpoint.

When a guest comes at the hotel for check-in, the front desk staff has a direct customer
touchpoint. Here's how the hotel can increase customer loyalty:

1. A Warm Welcome: The front desk employees should greet the guest warmly with a
polite smile, eye contact, and a personalized greeting that includes the guest's name.
This makes a good initial impression and makes the guest feel important.
2. Efficient and Smooth Check-In: By offering a rapid and hassle-free check-in
procedure, the hotel can develop loyalty. All required information, including the
guest's reservation details, preferences, and any special requests, should be available
to the staff. This reduces wait times and reflects the hotel's commitment to efficiency.
3. Personalization: Going above and beyond to customize the check-in process can
create a lasting impression. If the hotel is aware that the guest is enjoying a special
occasion, such as a birthday, anniversary, or honeymoon, they can provide a
complimentary upgrade, a welcome amenity, or a handwritten message congratulating
them. This level of personalisation demonstrates that the hotel treats each visitor as an
individual.
4. Anticipating Needs: Well-trained front desk staff can anticipate customers' needs and
offer proactive assistance or ideas. For example, if the guest notes that they are new to
the area, the staff can provide information about nearby attractions, restaurants, or
transit choices. This demonstrates attention to detail and an authentic desire to
improve the guest's experience.
5. Problem Resolution: If any problems emerge at check-in, such as a room not being
available or a reservation discrepancy, the hotel should handle them quickly and
effectively. Resolving issues quickly indicates the hotel's dedication to guest pleasure
and can transform a potentially bad experience into a pleasant one.
6. Follow-up: Following up with the guest after check-in can help the hotel maintain
customer loyalty. This can be accomplished by sending a unique thank-you email,
calling to check their pleasure, or writing a handwritten card expressing gratitude for
their stay. Following up demonstrates that the hotel is concerned about the guest's
experience and appreciates their comments.

The hotel may establish a good and memorable customer touchpoint that builds customer
loyalty by offering great customer service during the check-in process. When guests feel
respected, appreciated, and well-cared for, they are more likely to form a deep bond with the
hotel and become loyal customers, returning for future visits, and promoting it to others.
References:

Buttle, F., & Maklan, S. (2019). Customer Relationship management: Concepts and
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