{"id":159,"date":"2014-09-08T15:21:32","date_gmt":"2014-09-08T15:21:32","guid":{"rendered":"http:\/\/public.servicecheck.net\/blog\/?p=66"},"modified":"2014-09-08T15:21:32","modified_gmt":"2014-09-08T15:21:32","slug":"guest-recovery-the-forgotten-vertical","status":"publish","type":"post","link":"https:\/\/dev.servicecheck.net\/guest-recovery-the-forgotten-vertical\/","title":{"rendered":"GUEST RECOVERY: THE FORGOTTEN VERTICAL"},"content":{"rendered":"<p><span style=\"font-size: small;\">Sales and marketing are often at the forefront of revenue generating initiatives; however, there is an often forgotten vertical that\u2019s much more profitable \u2013Guest Recovery. When compared to sales and marketing efforts, the return on investment in a Guest Recovery solution outperforms sales and marketing campaigns by 25%<\/span><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftn1\"><span style=\"text-decoration: underline;\">[1]<\/span><\/a><span style=\"font-size: small;\"> \u2013as long as it\u2019s a best-practices solution. <\/span><\/p>\n<p><span style=\"font-size: small;\">Unfortunately, there are many misconceptions regarding what guests actually value. According to research started by the US Government and continued by organizations like the CCMC, the 7 concessions requested by upset guests are primarily non-monetary; they include:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: small;\">An assurance their issue(s) will be addressed<\/span><\/li>\n<li><span style=\"font-size: small;\">A sincere \u201cThank you\u201d for their business<\/span><\/li>\n<li><span style=\"font-size: small;\">A replacement product or item<\/span><\/li>\n<li><span style=\"font-size: small;\">An explanation as to what might have caused their issue,<\/span><\/li>\n<li><span style=\"font-size: small;\">An apology<\/span><\/li>\n<li><span style=\"font-size: small;\">A chance to vent their frustrations <\/span><\/li>\n<li><span style=\"font-size: small;\">A refund<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000; font-size: small;\">With 64%<\/span><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftn2\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc;\">[2]<\/span><\/span><\/a><span style=\"color: #000000; font-size: small;\"> of guests being at risk after a poor experience, having a solution that effectively provides these<\/span><span style=\"color: #000000; font-family: Century Gothic; font-size: small;\">\u00a0 <\/span><span style=\"color: #000000; font-size: small;\">concessions saves brand-dollars by reducing the need for monetary recompense, curbing guest attrition and increasing guest loyalty by up to 17%<\/span><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftn3\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc; font-family: Century Gothic; font-size: small;\">2<\/span><\/span><\/a><span style=\"color: #000000; font-size: small;\">! However, knowing what guests want when they contact you is only part of the battle. Many brands, though eager to provide what guests say they want, fail to make it available through a best practices solution that:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: small;\">Provides 24\/7 live answer support<\/span><\/li>\n<li><span style=\"font-size: small;\">Captures a holistic view of the customer\u2019s experience<\/span><\/li>\n<li><span style=\"font-size: small;\">Centralizes multiple contact channels<\/span><\/li>\n<li><span style=\"font-size: small;\">Offers first contact resolution, where possible, or<\/span><\/li>\n<li><span style=\"font-size: small;\">Addresses their issue within 24 &#8211; 48 hours <\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000; font-size: small;\">Time and timing are hugely important to your Guest Recovery efforts. Up to 65%<\/span><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftn4\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc;\">[3]<\/span><\/span><\/a><span style=\"color: #000000; font-size: small;\"> of upset guests reach out after 6pm or on weekends, and after 24 &#8211; 48 hours have passed, the likelihood that those guests will feel satisfied with your Guest Recovery efforts drops by 43%<\/span><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftn5\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc; font-family: Century Gothic; font-size: small;\">2<\/span><\/span><\/a><span style=\"color: #000000; font-size: small;\">. In order to provide guests with the service they want, in the way that they want it, restaurants need a CRM that allows for the capture, management and resolution of guest issues quickly and with as much information as possible. At the least, the right CRM should:<\/span><\/p>\n<ul>\n<li><span style=\"font-size: small;\">Offer detailed categorization upon intake<\/span><\/li>\n<li><span style=\"font-size: small;\">Automatically route incident reports based on predetermined business rules<\/span><\/li>\n<li><span style=\"font-size: small;\">Allow for on-the-fly special handling<\/span><\/li>\n<li><span style=\"font-size: small;\">Automatically escalate open issues<\/span><\/li>\n<li><span style=\"font-size: small;\">Provide a seamless tool for mobile closeout<\/span><\/li>\n<li><span style=\"font-size: small;\">Provide actionable information through summary reporting tool<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000; font-size: small;\">Having an incomplete solution can be just as ineffective, and more expensive, than not having one at all; like a circuit, you need all of the pieces for it to work correctly, and when it does, the light comes on. <\/span><\/p>\n<div><br clear=\"all\" \/><\/p>\n<hr align=\"left\" size=\"1\" width=\"33%\" \/>\n<div>\n<p><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftnref1\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc;\">[1]<\/span><\/span><\/a><span style=\"font-family: Calibri;\"><span style=\"color: #000000; font-size: x-small;\"> Murphy and Murphy, <\/span><em><span style=\"color: #000000; font-size: x-small;\">\u201cLeading on the Edge of Chaos\u201d<\/span><\/em><span style=\"color: #000000; font-size: x-small;\">, 2002<\/span><\/span><\/p>\n<\/div>\n<div>\n<p><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftnref2\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc;\">[2]<\/span><\/span><\/a><span style=\"font-family: Calibri;\"><span style=\"color: #000000; font-size: x-small;\"> Customer Care Measurement and Consulting (CCMC), <\/span><em><span style=\"color: #000000; font-size: x-small;\">\u201cCustomer Rage Study\u201d<\/span><\/em><span style=\"color: #000000; font-size: x-small;\">, 2007<\/span><\/span><\/p>\n<\/div>\n<div>\n<p><a title=\"\" href=\"file:\/\/\/C:\/backup\/Rich\/9-8-14%20Guest%20Recovery%20the%20Forgotten%20Vertical%20final.docx#_ftnref4\"><span style=\"text-decoration: underline;\"><span style=\"color: #0066cc;\">[3]<\/span><\/span><\/a><span style=\"font-family: Calibri;\"><span style=\"color: #000000; font-size: x-small;\"> ServiceCheck Inc, <\/span><em><span style=\"color: #000000; font-size: x-small;\">An Analysis of Client Contact Data<\/span><\/em><span style=\"color: #000000; font-size: x-small;\">, 2013<\/span><\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"color: #000000; font-family: Calibri; font-size: x-small;\">\u00a0<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Sales and marketing are often at the forefront of revenue generating initiatives; however, there is an often forgotten vertical that\u2019s much more profitable \u2013Guest Recovery. When compared to sales and marketing efforts, the return on investment in a Guest Recovery solution outperforms sales and marketing campaigns by 25%[1] \u2013as long as it\u2019s a best-practices solution.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[15],"_links":{"self":[{"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/posts\/159"}],"collection":[{"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/comments?post=159"}],"version-history":[{"count":0,"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/posts\/159\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/media?parent=159"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/categories?post=159"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.servicecheck.net\/wp-json\/wp\/v2\/tags?post=159"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}