GUEST SERVICE _>>
will go wrong. Mountain resorts that benefit from the ser- vice recovery paradox have consciously invested in a resort- wide recovery process, i.e., a failure recovery framework. For guests experiencing issues, make it easy for them to provide feedback by sharing posters with QR codes to the comments webpage or by having comment boxes on moun- tain. Educate team members on guest recovery responses, and teach them when it is appropriate to elevate the com- plaint. At Sunshine, our guest service team will share email complaints with the proper manager. • Empower Staff: Most of the issues guests complain about are minor and can be resolved quickly. However, staff must be trained to resolve problems empathetically and efficient- ly for resorts to benefit. Timeliness is important in custom- er recovery, and staff need to be equipped with the tools to quickly make things right. • Measure Recovery Success: For guests who have experi- enced a service recovery, track the recovery process through repeat purchases and visitation using their guest profile on your resort’s point of sale software. This tracking may be available through hotel bookings, ski school lessons, rent- als, or pass renewal sales. Make a spreadsheet and track the recovery process using metrics important to your resort (online reviews, repeat visitation, Net Promoter Score). • Seek Guest Feedback: Often, the answers to issues facing our guests can be found in guest comments (think comment cards, social media comments, web comments, direct emails, Reddit, etc.). Make it easy for guests to provide feedback, ask- ing for both the good and the ugly. Without guest feedback, we may be blind to areas needing improvement. • Relationships Matter: Throughout your organization and within each business unit, make it a priority to get to know your guests. Take time to get to know these folks and invest in the relationship through direct interaction (of course, this is easier for some, including, say, a ski instructor who is inter- acting directly with the guest for periods of time). The better the relationship you develop, the better you can create clear trails for honest and constructive guest feedback through cli- ent connections. As much as we may wish to eliminate guest issues at our resort, that will always be just a wish. To win lifelong fans, guests need to feel like they matter. Through investing in and imple- menting strong service recovery protocols, your business will benefit from increased customer loyalty and retention, stron- ger online reviews and word-of-mouth marketing, improved brand reputation, increased opportunities for upselling and cross-selling, and a measurable competitive advantage earned through peak customer service.
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