Mapping your customer journey is an important part of understanding and satisfying them better. Since the travel and leisure industries are still in turmoil after covid, I believe that now is a good time to review how they treat their customers. And this should include their customer journey mapping.
Through the example of an experience I had with the Hilton Group, I share some important lessons about getting customer service right! These will be invaluable as the travel industry fights to recover.
Each year around Christmas time, my family get together for a weekend of fun somewhere in Britain. Last year we met up in Bristol. As a Hilton Honors member for more than twenty years, I offered to book rooms for all of us in the local Doubletree.
I expected to get a better rate with my membership, and certainly cheaper than those offered by all the booking sites. Well, I reserved five double rooms for the weekend, as well as a table for ten in their restaurant for dinner on the Saturday evening.
I booked directly by calling the hotel, as I always prefer to do. I expect to be recognised for my loyalty – and if possible rewarded too! On this occasion I was proven seriously wrong!
A couple of weeks after booking and pre-paying for all the rooms, I received Hilton’s weekly newsletter offering me a significant discount for the exact same hotel and dates. Clearly their online pixels had identified me as being interested in this hotel, but they hadn’t connected this interest with my having booked directly. You can already see from this, that their customer journey mapping is incomplete.
As Hilton offer a “guaranteed lowest rate” I reached out to their call centre and was told that yes I was entitled not only to the lower rate, but to an additional 25% discount for having made the claim. I was told how to complete the claim form and I hung up ecstatic that I could save my family even more money – which we would no doubt spend in the bar before and after our dinner!
Imagine my surprise when the next day I was informed that my claim had been refused! I was notified that the guaranteed lowest rate only applied to third-party sites and not to Hilton’s own website!
[bctt tweet=”Guaranteed lowest rates should mean just that! Otherwise you’re just cheating the customer. #CEX #CRM #Customer” username=”Denysech”]
I immediately responded and was again told that their guarantee didn’t apply to their own rates. In addition, as I had pre-paid I could not get the lower rate even if it was now being offered!
Not being one to take “no” for a final answer, I contacted their corporate customer service group again, as I felt my loyalty was not being recognized. I was once more given the same response, but this time was informed that my request would be forwarded directly to the hotel concerned – no doubt to … Read the rest