Jane Streat, Head of Client Services at Lexington Reception Services, talks technology, people, work and customer service.
What would happen if your computer crashed or you lost your mobile phone tomorrow? Does the thought of it bring you out in a cold sweat? If so, you’re not alone. Most of us rely so much on technology in our working lives and home lives that losing it, even for a day, is an uncomfortable prospect and leaves us feeling anxious. We have literally become lost without technology.
Technology can speed things up and add value to most situations and experiences. The reality is that we depend on technology in today’s digital world; and that’s not necessarily a bad thing — as long as we’re using the right technologies in the right ways.
Starwood, the first hotel company to host reader-generated ratings and reviews on its websites, seems to be doing something right. As well as being recognised as a leader in the hospitality industry in technical innovation it’s clear from the feedback their customers leave online that they’re on to something.
The team at Starwood has invested a huge amount of time in enhancing the guest experience through technology.
They are one of the first hotel brands to introduce an Apple Watch app, fabulous online and social media customer service and even a robotic staff member. The way Starwood use social media enables them to pick up on comments or questions and respond to them quickly to enhance the guest experience. Mark Vondrasek, Senior Vice President for Distribution, Loyalty and Partnership Marketing, says, “The hospitality business, in the end, is going to be about you going somewhere and having an experience and seeing people face- to-face. Everything we do in respect of technology is trying to make that trip a better experience.”
Starwood’s keyless room entry system, whereby guests can use their smart phone, is a good example of how they’ve enhanced the guest experience. Mark Vondrasek says, “Not only does the keyless system alleviate a perennial pain point for travellers, but it also transforms the first interaction with our guests from one that is transactional to something more personal.” Mark believes this is just the beginning, he says, “Through mobile we have the opportunity to marry high tech and high touch to transform the hotel experience in many exciting ways.”
Starwood is not alone, there’s also The Ritz-Carlton with its virtual front desk app that allows customers to check in and out, notifies guests when their rooms are ready, accepts service requests for things like fresh towels, and provides access to room charges. These are just a couple of examples of how organisations are using technology to enhance the customer experience – they are highly innovative in their approach but then complement this by continuing to focus on the ‘people’ so as to enhance the experience. It’s about evolving technology to make the new way of working or operating more human.
Technology offers every business, regardless of the sector, so many new touch points with clients and customers, enabling us to learn from them. It also offers us the opportunity to improve and help; but what it does not do is create – we need our people to put it into motion and our people to use it to its greatest potential.
Steve Jobs, Co-Founder of Apple, famously said, “Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them.”
So, yes to innovation and technology but remember the people bit too.
