Measuring the Performance of your Hotel Call Center
January 19, 2021|Hotel Marketing
In inbound marketing, it is not about having the most attractive advertisement or going after your customers to offer your business. Inbound marketing is about your customers voluntarily coming to you for what you can offer.
Contrary to traditional advertising where the guest is usually the receiver of advertising messages, a call center is a platform where your business is on the receiving end. Your hotel’s call center is a venue where your clients actively reach out to request for information. Hence, the term inbound marketing.
Now, with the way it works, at first it may seem like inbound marketing is “easier” than outbound marketing, with the business being on the receiving end. This misconception is why this area of marketing often gets left out in bigger campaigns. You should realize that inbound marketing is not as simple as waiting for clients to call your business.
How can you make your hotel’s call center work for your business as effectively as it could?
Collect relevant and useful data
If there is one thing that you should stay focused on if you are aiming to improve your marketing strategy--it’s your data. Having solid and relevant data can give you a better idea of what is going on and suggest what necessary steps should be taken next. Having metrics such as the number of calls received, waiting and handling time, the actual number of conversions, and customer satisfaction among others, can be an excellent indicator of how well your marketing is doing.
Set sales goals and targets
Sometimes, employing specific sales targets also help you get results, although it may not be very popular among call center staff as it appears as an added pressure. Anyhow, meeting specified targets is a good way to gauge your staff’s accomplishments, and this data can also be used in determining your staff’s strengths and weaknesses, and therefore their improvement, as well.
Manage unanswered calls
When it comes to analyzing data on inbound marketing, it is important to note that it is not just about getting a high number of calls received. Taking into consideration the number of unanswered calls is also significant. Typically, hotels don’t have 24-hour call centers to receive each call that comes in. So, inevitably, there are calls that get unanswered. Depending on the hotel, this concern is addressed accordingly. Usually, businesses have their calls routed to an interactive voice-prompt menu, while some have prompts directing the client to their website, or some other attempt to collect the caller’s information. The problem with this is that it can cause frustration and inconsistency in the quality for service provided, and can lead to abandoned calls. You must therefore weigh things carefully and consider what works best for your business.
Maintain an Appropriate Staff Capacity
Staffing capacity is another thing to be considered in working with a hotel call center. Analyzing your data also lets you know your business’ peak demand times. This will help you plot your staff’s schedules, allowing you to distribute work as evenly as possible within the team. Constant monitoring and collection of call center data can help you visualize the peak demand times for each season or for different business days. But more than just analyzing data, a call center’s staff capacity mostly depends on how hotel managers ensure having the appropriate size to accommodate higher demand. This is a good way to determine whether the call center is understaffed or if there is need for recruitment.
Inbound channels in marketing are generally associated with lower overhead costs and higher conversion rates. Therefore, it is just as crucial to focus on it as much as you spend resources on outbound marketing. Closely monitoring and evaluating your hotel call center's performance is important in getting the most out of your business regardless of the size and reach of the hotel you're running.
If you need assistance with your hotel’s marketing, don’t hesitate to get in touch with us at Bezla.com or call 1 (888) 999 8086
1800 JFK Blvd Suite 300 PMB 91649
Philadelphia, PA 19103