How a Complaint Management System Enhances Guest Experience?

So, if you want to get repeat customers and increase your overall revenue, consider resolving customer complaints by investing in a complaint management system. 

We understand how overwhelming it has become for you to manage those old-fashioned manual processes and track customer requests, especially when they come from countless channels.

What is a Hotel Complaint Management System(CMS)?

To run a successful hotel, you must ensure your guests are highly satisfied. The only possible way to do this is to resolve guest complaints and requests timely. 

Most hoteliers ignore managing guests' complaints and requests. In such a case, you need hotel complaint management system software that consolidates all your guest data into one place, including complaints and requests. 

Imagine yourself as a guest hotel manager, and you have learned that some guests are highly disappointed with the quality of food at your hotel, while others are dissatisfied as they have to wait for long hours at the check-in desk.  

Consider how time-consuming it is for you to manage those complaints and assign them to the appropriate team member. 

Unfortunately, you will come across several guest complaints day in and day out, and managing those requests manually is not a cup of tea for every hotelier. You need a centralized dashboard that can help you effectively manage guest complaints to keep them happy and satisfied. 

With hotel CMS Software, the whole process becomes automated as the software prioritizes complaints based on severity and assigns them to appropriate staff so that they can be resolved quickly. 

If your hotel is not resolving complaints promptly, then those unhappy guests intend to post negative reviews about your hotel, affecting your online reputation. 

Key Functions of Complaint Management Software for Hotels?

Here’s what you can expect from a complaint management system for hotels:

1) Automatically raises tickets for every guest complaint

When a guest raises a complaint to the operator or the relevant department, the staff member sitting on the other end should capture guest interactions by recording those details or concerns in digital form, primarily referred to as a ticket. 

With guest request management software, tickets are automatically created for each guest call so that no guest concern falls through the cracks. 

2) Allocation of the right tickets to the relevant department/staff member

Here, you no longer need to bombard your employees because hotel CMS automatically assigns tickets to the right person/right department.  

So, the hotel staff need not worry about spending more time resolving guest complaints or managing requests but rather focus more on addressing guest concerns. 

3) Escalating tickets to provide a quick resolution

When it comes to the timely resolution of guest complaints, escalation in the complaint management system plays a pivotal role. 

Our guest complaint management system has a built-in escalation matrix, meaning that the system sends real-time alerts to high authorities (supervisors, department heads) when there is a slight delay in resolving guest complaints. 

Let’s understand this with an instance:

A guest in room number 101 requests a cup of coffee, and the hotel has a standard that the coffee will be delivered within 10 minutes. If the personnel fail to deliver coffee within the specified timeframe, then an escalation process will be initiated. 

Escalation makes employees more accountable by notifying the higher authorities about delays in resolving guest complaints. 

4) Presents meaningful reports

Finally, guest request management technology generates reports that provide an overview of how well the hotel is performing in terms of handling guest complaints. 

By taking valuable insights from such reports, management can hop on meetings and discuss previous strengths and weaknesses. 

After evaluating such reports, the general manager can decide on actionable steps to enhance the guest experience. 

Benefits of using a complaint management system in hotels

1) Facilitates smooth tracking of complaints

A complaint management system elevates your guest experience by easily collecting and tracking guest complaints all in one place. Earlier, it was challenging for hotels to keep track of all complaints, especially when a hotel is dealing with a large volume of guests. 

As there is no complaint documentation, it becomes difficult to track who took the complaint and who was responsible for resolving it. Thus, it gives rise to a blame game when customer problems are not given the utmost attention. 

Investing in CMS immediately resolves guest complaints by assigning a unique identifier to each complaint, categorizing those complaints based on the level of severity, tracking the status of your complaints in real time, automatically sending notifications to staff, etc. 

2) Maximizes guest satisfaction

The request management software for hotels automates the entire complaint handling process. Often, hoteliers do not pay attention to guest complaints and leave them dissatisfied.  

So, a CMS is what you need to delight your guests and handle their complaints promptly. 

When you address guest complaints swiftly, you are providing a positive experience to guests and turning that customer into a brand advocate. 

All this leads to an increasing number of positive reviews and more referrals. More importantly, a happy customer becomes a revenue-generating source for your hotel business, as he/she is likely to recommend your hotel to others and spread positive word of mouth. 

3) Increases staff accountability

With CMS software, your staff becomes highly accountable as they have a clear understanding of what is expected from them and come up with a swift resolution accordingly. On the flip side, guests can track the progress of their complaints in real-time. 

Thus, hotel staff enjoys taking ownership in handling guest complaints so that they can provide exceptional service to guests. 

4) Streamlines communication with your guests

Effective communication with guests remains at the heart of every hotelier. So, a complaint management system is there to enhance your guest experience by facilitating real-time communication between guests and staff. 

5) Saves operational expenses

When a hotelier relies on a complaint management system, they can cut their operational expenses because it focuses on achieving higher guest satisfaction levels by streamlining the entire complaint management process. 

Receiving recurring complaints from customers becomes a sign of costly escalations at the later stages. 

Also, satisfied guests are less likely to complain, as you don’t have to reimburse or compensate them in the long term, which reduces your expenses and costs. 

Wrapping up

You need a centralized guest and complaint management tool to handle hundreds and thousands of guest complaints.  

Such software enables hoteliers to analyze guest complaints and identify which areas require more improvements.  

At BOTSHOT, we offer ComplaintTrackr, aka a Hotel complaint management system that allows your staff to 2x their productivity by focusing on other essential tasks.  

Investing in such software saves you costs by 73%, as it automates all your guest complaints in one place, involving ticket creation and tracking your complaints. 

We know how frustrating it is for your guests to wait for longer hours over a call, so our ComplaintTrackr automatically assigns complaints to the appropriate personnel/department.