Technology and the human touch: working towards a common goal
May 7, 2014
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As the recent move by the Accor Group to implement online check-in shows, IT today is often the backbone of the travel experience but it should be personal too, writes Ritesh Gupta
IT teams today are not what they used to be. They need to work hard to fulfil real-world consumer needs and very often this means delivering a consistent and contextual experience across mobile, email, online and social media. But while technology is integral to the guest experience, the human touch remains crucial.
“The personal touch and great online technology aren’t mutually exclusive, but many believe you can only have one or the other. We want to banish that notion,” says Joshua Gunn, head of digital communications at London-based travel management company Statesman Travel, a firm that is actively investing in new technology and personnel to meet the travellers online and mobile demands.
“Our objective is to bring the two [technology and personnel] together in harmony; something we believe is a weakness in our sector,” says Gunn.
For Statesman, the aim is to offer both expert professional advice at the travel office, while at the same time deploying technology that will become the traveller’s ‘on-the-go’ personal travel agent. Whether using push technology (that the customer has opted into) or responding to requests, the corporate traveller should feel aware and in command of their next move, says Gunn.
According to Gunn, the communications of travel management companies today is about providing vital information at the right time, in the right context and in a format the traveller can use. In other words bringing real and tangible benefits to the customer.
TMC’s aside, hotel organisations also their own set of IT challenges. If a hotel property is all about self-check-in and self-service kiosks and there is no personal touch, then the experience can be copied or wouldn’t be differentiated enough. This is exactly what the Accor group is hoping to avoid with its recent move to allow guests at 60 properties in 13 countries the ability to check in online via the brand website or on a mobile device two days before arrival. The group believes that staff can offer a far more personalised service, such as meeting and greeting the guest at the door, if they remove the paperwork involved with real-world check in.
A clear plan of action
For hotel companies, a major challenge is dealing with evolving property management systems (PMS). Before introducing new systems, management must have gathered information across the organisation from operations, sales and marketing to food and beverage, housekeeping and so on. Only then will the organisation have the full picture of guest and business requirements.
Once the PMS is chosen, extensive training is required. According to Divya Prakash Ahuja, managing director of consulting firm LiveBean Hospitality projects like this sometimes need up to two months planning and training. A specialist training team was needed to assess staff knowledge and comfort levels while handling the system.
So as firms look to embrace technology and prepare staff to deliver optimal experience some of the key considerations are:
- Have a clear plan of action: Understand what the technology is meant for and what the impact will be on any particular department. So if mobile app is being implemented to offer options to book hotel services, when and how should staff at the property respond.
- Focus on two-way training: Whenever any technology is finalised, organisations should focus on training with open two-way communication.
- Set objectives and assess these regularly: One recommendation is that team members set quarterly/ half-yearly objectives that allow them to ensure that everyone is working towards a common goal.