I have been saying this since the day one:
“It is not about technology, it is about people operating the technology.”
That explains a lot, e. g. why some companies are more successful on social media than others. They have the same access to social media profiles (let’s consider it to be the technology), however, only some of them actually create buzz (and the rest stay unseen). And the same applies for the mobile apps – you can have the best one, however, if you are not using it well, it won’t be a success.
Today I wanted to present you several skills I consider to be crucial in order to make your guests engaged, willing to spend their money, and of course, pleased.
1.) Offer creation
It sounds like there are more skills to be learned in this section. And you are right! First of all, you should have some copywriting skills in your team to make your offer be appealing and emotional enough. In case you need some hint, I recommend to read these 2 posts:
- 41 Words And Phrases That Will Help You Attract And Convert
- 7 Rules You Should Follow When Writing an App Screen Copy
When it comes to offers, don’t forget that people eat with their eyes. I don’t know if I can call it a skill but ensuring a great visual content will make your offer more attractive. The persuasive picture or video is diffucult to create (nobody expects you will be a photographer or cameraman), however, having an idea of how it should look is sometimes even more important.
You certainly have some friends you can’t wait to hearing from, right? You enjoy they are funny, or they are cute, or they are …… [fill it on your own]. Messaging isn’t just about sending messages – even monkey can do that. It is about making people happy they received your message!
It has a lot to do with copywriting, however, you need to add ingredients like grace, courtesy, joy, excitement, and little bit of fun, too. These are not easy skills to learn, however, as I mentioned in the beginning – we all have friends we are looking forward to hearing from. Find these person and give her a job!
I am not sure if it is a regular word, however, doing follow-ups is something that can make your guests feel delighted or make them spend more money. It is one of the most overlooked sales skills that is extremely crucial. Sales people often give up follow-upping after the first follow up. However, 80% of sales require 5 follow-ups! It certainly doesn’t apply if you want to sell massage, however, don’t get dicouraged when you don’t get the desired guest’s reaction after the first follow-up.
When should you follow up? Here are some examples:
- Guest asked for a particular service, seemed interested but didn’t order it.
- Guest asked for a particular service you don’t provide but you found some complementary service she would enjoy.
- Guest tried some of your services and you want to recommend something she might try and enjoy, too.
- Guest tried some of your services and you want her to provide you with a feedback.
- Guest tried some of your services, didn’t like it but you want to her to give you another shot by trying it for free.
- Guest tried some of your services and you want to thank her for trying
Possibilities are almost endless. But now you probably have a big picture of what can be achieved if you follow up properly, right?
One of the most important skills many companies haven’t learned yet. In the eyes of your guests, the relevancy is something that differentiates spam from ham. Relevancy improves or worsen the experience your guests have within your application.
The common question is what level of relevancy you should provide. Let’s start with obvious guests’ features. Is it business traveler or holiday traveler? Are they couple or family with kids? Man or woman? Did they stay in your hotel before? Have they already tried any service in your hotel or not?
It is pretty clear you will not offer babysitter to young couple who came to have a romantic weekend. It will also be more relevant to provide loyalty program to guests who visited you previously. And so on and on.
Yes, even timing affects if your guests will be responsive to your incentives or not. First of all, you should be able to provide real-time reactions (people don’t like to use modern technology to wait for your reactions for ages). Study revealed you should be able to respond in 18.6 minutes.
On the other hand, you should find the right time to reach out to your guests if you want them to take some kind of action. For example, the guest who tried some of your service will provide you with a more precise feedback right after the experience. Guests will be also more receptive to trip recommendations when the weather is fine. And will be more engaged in the information about the evening party in the afternoon than during the breakfast.
Try and try even more to find the right time to reach them. After some shots, you will get a big picture of how they respond to particular incentives. Trial and error is the right method here.
Don’t get discouraged if you don’t have all of these!
It is normal you don’t posses all of the skills at once. However, it doesn’t mean you shouldn’t try your application. There are lot of companies that can help you with copywriting, there are a lot of tutorials of how to do follow-ups. And you will learn the rest along the way! Also, your hotel mobile app provider (at least RoomAssistant) will be also glad to help you in the beginnings, too. If you need some tips, just schedule a call with me! I will be happy to discuss it with you!