Esmeralda Mingo Esmeralda Mingo, General Director of Sitel Spain, Italy and Portugal. ACL DirectPromo · We Know Relational Marketing We are experts in loyalty and incentives · We like to create unique experiences ACL DirectPromo · We Know Relational Marketing We are experts in loyalty and incentives · We like to create unique experiences Half of the comments received were complaints, reflecting the growing consideration of ‘social media’ as a channel for customer service The Spanish hotel sector uses social networks as another channel of communication through which to answer questions or queries from its customers, but it has not yet integrated them as an authentic customer service channel. There are still lines of improvement in aspects such as reducing the number of queries and complaints that remain unanswered, shortening response times or structuring the channeling of responses, among other fundamental aspects. This is one of the main conclusions drawn from a study prepared by the communication consultancy Porter Novelli, through its specialized area in digital communication, PNConnect, for the multinational Customer Relations Management services, Sitel, with the objective to delve into the extent to which companies in the Spanish hotel sector are integrating social networks as a real new customer service channel and to know if they are taking advantage of their full potential.

This report analyzes the corporate profiles on social networks (Facebook and Twitter) of the five main hotel chains in Spain -Meliá, NH, Riu, Barceló and Iberostar- according to the classification of the annual Hosteltur 2014 ranking, and the activity of customer service customer developed through them. For this, all conversations related to queries or complaints related to customer service have been analyzed. According to the results of this study, 21% of all inquiries or complaints on the social networks of the hotels analyzed remained unanswered in the public sphere. Of these, 90% corresponded to inquiries and 10% corresponded to complaints. “It is necessary to underline that in social networks the comments are public and remain, so that any unattended interaction on the Facebook or Twitter wall, whether due to a request for information or a complaint, can have a multiplier effect. Each consultation of a user or client who remains unanswered in the public sphere is a lost opportunity to retain them. To try to avoid this situation, it is advisable to record on the social network that the user has been attended and listened to “, explains Esmeralda Mingo, General Director of Sitel in Spain.

Regarding the type of conversations, half of the comments received by all hotel chains were complaints (50%), which reflects that customers find an effective channel of attention and contact with hotels in social networks, to convey their discomfort about some aspect of your stay or the service. Among the issues about which users showed their displeasure most often are: problems with the quality of WiFi connections, errors in hotel reservations and specific complaints about the quality of service in a specific hotel, among others. Response times for customer service on social networks were quite uneven, ranging from 6 minutes to 49 hours on Costa Rica WhatsApp Number List  average in response time. “Social networks are an agile contact channel for real-time interaction with a brand or company. For this reason, users expect to find in them a channel of contact and close customer service. For this, the ideal is to have a customer service team that attends to user inquiries and complaints on social media 365 days a year, “adds Esmeralda Mingo. Another of the key aspects observed in the study is the channeling of responses. In general terms, hotel chains refer inquiries or complaints to an email (27%) or remain in the channel chosen by the customer to respond (23%).

They also referred to the web (12%), especially when the inquiries were related to offers or promotions, and only 4% of the inquiries or complaints were directed to the telephone. In most of the cases in which he was referred to the telephone, it was to manage specific queries about a specific hotel of one of the hotel chains. Finally, another of the main conclusions drawn from this study is that the hotel sector does not have exclusive customer service profiles on social networks. None of the hotel chains analyzed has a specific customer service profile to manage customer questions and queries. This type of information is diluted among the rest of the comments related to aspects of marketing, advertising and user opinions in the corporate profiles of the hotel chains on Twitter and Facebook. “Having a specific channel allows companies to anticipate possible doubts or common queries and proactively offer information of interest (tutorials or advice). Likewise, it allows having all queries and complaints channeled instead of being blurred in the different profiles corporate corporations mixed with content related to marketing, advertising or other user comments, which makes it easier to manage them better and reduce response times, a key aspect to offer a differential experience in customer service on social networks “, adds Esmeralda Mingo.

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