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Brigad report: Customer service more important to guests than anything else

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Hospitality customers value good service above all else but a report showing staff happiness is on the wane has questioned how easy it is for hotels to provide it.

That’s according to the study’s author Brigad, which connects hospitality workers with employers and calls itself “the hospitality platform for professionals”.

It looks at where hotels need to make changes in 2020 if they are to keep up with customer demands.

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Its main finding is that face-to-face service is still very important to guests, with the top three complaints all being service related. These were unhelpful staff, which 47% of those surveyed cited, while slow service (41%) and uninformed staff (24%) came in second and third.

Furthermore, 55% would rather be greeted by a receptionist or concierge than use faster self-check in technology.

The responses of hospitality staff who were surveyed suggest that good customer service, though, is in danger.

Almost eight out of ten employees believe the industry is falling behind in terms of work/life balance, while a third want to leave hospitality in 2020 thanks to reasons like poor pay and long hours.

Other revelations from the report include customer dissatisfaction over food servers’ knowledge of allergens, as well as a lack of information regarding a hotel’s sustainability.

Brigad UK country manager Johan De Jager commented: “It’s clear from our research that the customer prioritises top level service, yet evidently many hospitality professionals do not feel the industry is doing enough to address key issues such as work/life balance, pay, working conditions and training.

“It can be really challenging for business owners and managers to cater to the ever evolving needs of customers and the seasonal peaks in demand, whilst also trying to ensure work/life balance in an industry which is naturally 24/7.”

Tags : BrigadCustomer servicereportsurvey
Sam Lewis

The author Sam Lewis

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