如何利用科技扩大与客户之间的交流
对于科技如何重塑酒店管理行业，业内专家跟我们分享了他们的看法。
处在数字化和社交媒体占主导的社会，跟以前相比科技对业内人士交流的影响更加深刻，这一点并不让人感到意外。对于一切以人为中心的行业如酒店行业来说，许多有趣的潜在的竞赛正在悄然变化。
科技正在改变多年以来的商业管理模式。对酒店业来说，包括在线预订系统，客户关系管理系统，以及社交媒体平台在内的先进科技使酒店业可以更加方便有效的维系客户关系。这是一个以客户服务和人际交往而自豪的行业，然而当科技用于交流的时候会产生问题吗？
据蓝山国际酒店管理学院的毕业生，目前也是交流培训专家的Juvanka Roberts说，对于以客户服务为中心的行业来说做到科技与人工服务之间的平衡才是关键。
“就其工作核心而言，酒店业就是服务业，是对客人需求的预测，并不需要去问客人的需要就已经猜到客人会需要什么样的服务；需要你一直在那里为客人服务 - 这就是客人的需要以及期待。
“如今，在酒店业使用科技的弊端之一就是要设法达到科技与人工服务之间的平衡。我认为达到科技与人工服务之间的平衡并将数字化引用到业务中很是重要。我们需要将它看作是这个行业的全方位体验，并用所有不同的方法来和我们的顾客进行沟通。”她说。
Mathew Stephens是ehotelier.com的副总经理，也是蓝山酒店管理学院的第一届毕业生，他认为人际交往一定要占主导。
交流可以有很多种形式；我们这个行业的重点就是在为客人提供服务时人与人之间的交往。现在我们已经拥有了颠覆性的技术拿社交媒体来说似乎把我们从自然的客户服务中拉走。对于在酒店工作的人来说，既要为客人提供服务，又要同他们在数字媒体上保持互动，这非常具有挑战性。
因此怎样才能最大化的利用科技做到最高效的客户交流呢？Stephens先生认为这关乎一致性。
“你已经了解你的产品或服务，可以通过多种渠道去开发市场。有时，客人可能会打电话给你；之后又去你的网站进行查询了解；再去社交媒体了解；然后又去你的办公室跟你面谈，通过所有这些途径他们需要得到一致的信息。这是一个策略并通过所有不同的平台进行有效的共同，”他说。
当然，品牌需要借助平台开拓一些与客户的沟通渠道如Facebook，Twitter，大部分业内专业人士认为在线交流需要有明确的指导方针，以及酒店应该储存多少有关客人的信息。
你的酒店配有社交媒体，并不意味着你要把所有的信息都放在上面，而是需要有结构有组织的信息，并知道你的客户是谁，因此当他们来找你时你可以用你从数字化世界里获取的信息招架住他们的问题。例如，他们或许已经通过社交媒体跟你取得联系问你是否有备用充电器；当他们到来时，你已经将充电器备好放在他们的房间” Roberts解释道。
“现在这个行业面临的困境是，你可以储存多少关于客人的信息，你该怎样利用这些信息？当客人到达时，你已经为他们准备好了房间，而这间房间正是他们上次使用的房间，并且你提到他们曾经说过喜欢这间房间时客人可能会被吓到。有时，你可能会说“我记得上次您说喜欢喝橘子汁，我已经为您准备了一些放在您的小冰箱里。”这或许会吓到客人，他们会觉侵犯了他们的隐私。你需要使你的服务满足客人的需要，但是在你做这些事情时一定要小心” Mathew说。
当然，有些科技和交流领域是酒店业不能避免或控制的。客人对于社交媒体平台需求的快速增长显然会导致权力对比的转变，现在顾客可以发表自己的意见，通过这种平台他们可以让更多的人听到他们的声音。
“社交媒体非常强大。网上宣传的影响力极强，从网上看到的东西会对人产生深刻的影响。如果有人在网上说了一些关于你的酒店的一些负面的东西，那会对酒店产生不利的影响。因此你需要时刻警惕。正是因为权利对比的转变，酒店业需要时刻关注客人们对他们的评价。
Indeed，Stephens先生认为提到社交媒体时一切都变得无处遁藏 - 但是酒店业可借此作为一次机会。
“因为社交媒体，我们不用躲在宣传册后面了，每个人都可以作为宣传者也可以作为批评者。当然，这赋予了消费者更多的权利，因此我们需要格外注意别人是怎样说我们的，对此我们应该做出怎样的合理回应。我认为这样我们更加具有责任感，”他说。
既然科技的广泛应用已成定局，那么将来酒店业的专业人士将怎样确保酒店业不会因此而变的没有人情味儿呢？
Stephens先生就如何和顾客保持联系以及更好的理解他们的需求这方面听从了同事Fritz Gubler的建议。
“Gubler先生认为所有的总经理都应该配备一个PAS（个人无线接入系统）来管理他们的电子邮件以及其它一些事，因此他们可以离开办公室去和客人见面。这一点非常重要。如果当客人入住时你却在检查邮件，那么你真的不知道业务进行到哪了怎么样了！你需要了解自己的服务，并知道你是否在为客人提供好的服务，因此当你收到客户的抱怨时你才能做好准备来严谨明智的回应客户的抱怨。
通过观看蓝山国际酒店管理学院的YouTube频道你可以获得更多信息。
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How to maximise communication with the use of technology
Industry experts share their insights on how technology is reshaping hospitality management.
In an era dominated by digital and social media, it’s not surprising that technology is impacting on professional communication practices more than ever before. For a people centric industry such as hospitality, this has a number of interesting and potentially game changing implications.
Technology has been transforming the way business is conducted for many years. For the hospitality industry, technological advances including online booking systems, CRMs, and most notably, social media platforms, are now allowing businesses to develop more convenient and valuable relationships with customers. In an industry that prides itself on customer service and human interaction, however, could technology be creating problems when it comes to communication?
For BMIHMS graduate and current Communications and Training Specialist, Dr. Juvanka Roberts, balance is crucial in an industry so heavily focused on customer service.
“At its core, hospitality is all about service. It’s about anticipating the need without needing to ask; about being there and serving your guests – that’s what they want and expect from you.
“One of the drawbacks of the use of technology in the hospitality industry today is trying to get that balance between technology and the human factor. I think it’s important to find balance and incorporate digital into the business. We need to look at it as an omni-channel experience for the industry and also utilise all of those different channels to communicate with our guests and customers,” she says.
Mathew Stephens, Vice President of ehotelier.com and one of BMIHMS’ first graduates, agrees that human interaction must remain paramount.
“Communication comes in many forms; the core of our industry is that human interaction that comes with providing service. Now we have disruptive technologies like social media that tend to draw us away from that natural customer service. As hoteliers, it’s a challenge to maintain the focus on providing customer service to our guests but also interact with them over digital media,” he says.
So how can brands maximise their use of technology to achieve the most effective communication with customers? Mr Stephens believes it’s a matter of consistency.
“You’ve got to understand your product and or service and communicate back to your market through multi channels. Sometimes a guest might call you; then go to your website to look something up; then jump onto social media; then arrive at your property to chat face to face, and they want consistent messaging across all channels. It’s about having a strategy and effectively communicating that across all of the different platforms available to you,” he says.
Certainly, while brands need to be forthcoming and prepared to open up the lines of communication with guests via platforms such as Facebook and Twitter, most industry professionals agree that there need to be clear guidelines in terms of what is being communicated online, and just how much information hotels are storing on their guests.
“ Just because your brand has social media at its disposal doesn’t mean that you have to put everything out there. It needs to be about structured communication and knowing who your guests are, so when they come in you can up the ante by using information you’ve gained from the digital world. For example, they might have contacted you via social media asking whether you have spare chargers; when they arrive, you can have a charger ready for them in their room,” Dr Roberts explains.
“ It’s a current dilemma for the industry, absolutely… how much information can you store on your guests, and how do you use it? Some people are thrilled when they arrive and you’ve given them the room they had last time and mentioned that they loved. Other times, you could say, “ I remember you love orange juice and I’ve put some in your mini bar”, and that might scare the guests and feel like an invasion of privacy. You need to tailor the service to what you know your guests want, but be careful in doing so,” Mathew says.
Of course, there are some areas of technology and communication that hoteliers cannot avoid or control. The rapid increase in consumer usage of social media platforms has inevitably led to a shift in the balance of power, and Consumers now have a voice and platform via which they can demand to be heard.
‘Social media is very powerful. Word of mouth is extremely strong online, and people are heavily influenced by online reviews. If something negative is said about one of your properties it can be detrimental. You need to be really on the pulse with this. This shift in the balance of power is precisely why hotels need to be so focused on keeping up with what is said about them,” Dr Roberts says.
Indeed, Mr Stephens agrees that there is nowhere to hide when it comes to social media – but that hoteliers can use this as an opportunity.
“We can no longer hide behind our glossy sales brochures – with social media, everyone is an advocate or a critic. Certainly it has empowered consumers much more, so we need to be aware of what is being said and how to respond appropriately. I think it’s made us much more accountable,” he says.
Knowing that technology is here to stay, then, how can industry professionals ensure that it doesn’t make hotels impersonal in the future?
Mr Stephens takes the advice of a colleague, Fritz Gubler, on how to stay in touch with customers and best understand their needs.
“Mr Gubler has a theory that all General Managers should have PAs to manage their emails and things so that they can get out onto the floor and meet the guests. This is so important. You really don’t know what’s going on in your business if you’re out the back checking your emails while your guests are checking in. You need to know your product and know in yourself whether you’re delivering a good product, so that when you receive a complaint for a guests you are ready with a serious, informed response. This has never been more important, he says.
You can find more insights by visiting the BMIHMS YouTube Channel
【原文引自】：http://www.gheac.com/thread-7476-1-1.html
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