How a hotel is integrating SMS into their entire customer journey
We all know that SMS is a fantastic way to get direct communications to your customers. So it begs the question as to why people aren’t using SMS more in their entire customer journey.
There are lots of ways that SMS can play a massive part in a customer journey from generating new leads to rewarding all those loyal customers. In this blog I will use a hotel as an example and explain how they are seeing the benefits of integrating SMS into all stages of their customer journey.
With the use of Shortcodes and keywords on all of their marketing the hotel was able to generate and easily collated new enquiries. One example of how they did this was to advertise their short code on all newspaper and magazine adverts:
“To book a room text BOOKINGS to 60000 and a member of our team will call you back”
This brought in lots of new customer enquire and often resulted in the hotel getting completely booked up. The hotel were also able to build a substantial database of numbers that they could send SMS messages to at certain points in the year- they are currently promoting available rooms for the Olympics.. A really good way to generate more leads!
For those customers that booked with the hotel online a Number Validation Widget was integrated behind their registration page, this enabled them to capture all of the mobile numbers that were submitted and check to make sure that the number entered was a valid working mobile number. The results? Fantastic quality data and great delivery rates for SMS campaigns
The Hotel also used SMS during the registration process for their general customer service, ‘Text HELP to 60000 and a customer service representative will get back to you’. Txt Chat made the 2 way conversation a really easy feature to include in their registration process and the customers found that their questions were answered almost straight away and did not hold up the booking process. For reassurance, a text message was automatically sent out to the customer to confirm that their hotel room booking was confirmed.
During their Hotel Stay
It’s always best practice to give the customer the best experience possible when using your service and a great way to do this is to text them some tips or some really useful information to make their experience much more enjoyable. During a customer’s stay the hotel sent them updates on local taxis, places to visit and even what the weather was going to be like the next day! This received some great feedback from customers who appreciated getting this information without having to go down to reception to ask!
Loyalty and Retention
So once the customer has finished using your product or service how do you imprint that lasting impression on your customer? There are lots of ways to do this; the hotel decided to give their customers a special offer or promotion to say thanks for stopping with them. They also sent out some satisfaction surveys by SMS a few days after their customers visit and were able to easily reporting on and identify areas where they could improve the quality of the hotel and the service.
So whatever the stage of the journey, SMS can prove to be invaluable!