GUEST COMPLAINTS- Hotel & Restaurant

Complaints must be handled correctly as they can affect the business reputation and income. Guests whose complaints are not handled correctly usually do not return to the hotel. Complaints will occur, but if handled correctly and efficiently, a scowl can be changed into a smile. Indeed, the guest may even apologize for bringing the complaint to someone’s attention.

Dealing with Complaints

The term complaint means “to express resentment or displeasure” or “to make a formal protest”. A complaint may be totally

unrelated to the member of staff personally, or to their job but the guest will still expect them to solve the problem brought to their attention. The challenge is to treat guests with complaints properly so that instead of being dissatisfied, they become loyal, satisfied guests. In dealing with complaints, it helps to first, understand why guests complain.

Why Do Guests Complain?

• The quality of the product or service was unacceptable, e.g. the room is not properly clean, they have no towels, etc.

• The guest feels that nobody cared about them - no greeting, long delays, no eye contact, etc.

• The guest got frustrated with the way they were treated - slow or poor service.

• They have some problem with the room, it is too noisy or some appliance is not working properly.

In some instances the complaint may quite extreme. In these situations you should call your supervisor to help.

What Does the Guest Expect?

When a guest complains they expect to be treated courteously, for example:

• They want a satisfactory outcome or result.

• They want to be believed.

• They want someone to take personal responsibility and make any necessary decisions to rectify the situation.

• They do not want to be passed from one person to another.

• They want to believe that the company or establishment values them.

• They want to believe that the problem will not happen again.

• The last thing they want is an argument.

Guest complaints represent a wonderful opportunity, rather than a threat. Handling complaints represents a great opportunity to retain and even improve guest goodwill. At the very least they represent opportunities to find out more about guests’ needs and also to improve products/services for the future. Complaints are an opportunity to ‘right a wrong’.

Handling Guest Complaints

It is important that hotels and you personally have a positive policy on complaints - make them work for, instead of against, the organization. By using a structured approach it is more likely to achieve a result that is acceptable to both the guest and the company. Look for signs of discontent before they turn into complaints:

a spare blanket on bed over the bedspread could infer that the guest is cold. If a guest is pacing up and down the corridor looking for someone, find out what is wrong and try to help. Proper handling of a complaint builds goodwill. When a staff member has succeeded in regaining the guest’s confidence, he/she should tactfully try to turn the opportunity to promotional advantage, e.g. the staff member may say that he/she is looking forward to the guest’s return visit.

When dealing with a complaint: learn to take the “HEAT” process

Use a 4-step process to handle guest complaints:

1.       Hear them out: listen and do not interrupt. Do not say “That’s not my job” or “You’ll have to talk to the manager”. Let the guest tell the whole story. Don’t interrupt; it is easy to jump to the wrong conclusion because you haven’t heard all the details.

2.       Empathise: make them know that you understand their anger or frustration

3.       Apologise without admitting liability. Do not make excuses. Do not blame another person or another department.

4.       Take Action: rectify the problem. Handle the complaint personally if possible, but get help from your supervisor if the problem is outside your area of responsibility. Offer alternatives but know the hotel policies and do not offer something a staff member cannot deliver. Try to turn the dissatisfied guest back into a satisfied guest, i.e. turn a complaint into a compliment.

Then:

•  Thank the guest for bringing the matter to your attention.

•  Record the complaint and pass on to supervisor or line manager.

·   Here are some more tips on how to deal with guest complaints:

•  If a problem arises that you cannot solve, don’t waste the guest’s time. Call the supervisor to help you

•  Never dismiss guests’ requests. Tell them if you are unable to help them and offer to find the information that they require

•  Be patient when dealing with a difficult guest or a guest complaint

•  Keep calm. Your job is to put things right, not to wriggle out of an awkward situation

•  Thank the guest for bringing the problem to your attention

•  Remember customers who complain may well be angry. Don’t make the situation worse by getting angry or frustrated yourself. Speak calmly and clearly and try not to forget that it is the situation that I the problem not you.

•  Never use coarse language or slang when you speak to a guest or to someone else within hearing of a guest.

Complaints are Sales Opportunities

An important point to remember about complaints is that they represent an opportunity and not a threat. Complaints, if received with the right attitude and handled properly, can be a valuable source of information. There can be an opportunity to find out how the guest sees you, and what they think of the products. This information obtained free of charge by listening to your guests’ complaints and can help you to provide a better service.

Proper handling of a complaint, verbal or written, builds goodwill. When you have succeeded in regaining the guest’s confidence, you can then tactfully turn the opportunity to your advantage.

Every complaint:

• Provides a chance to resolve the situation and regain the guest’s goodwill.

• Can provide information/feedback on the operation, from which staff can benefit.