SOP – Sales and Marketing – Response To Customers

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Standard Procedure For Responding to Customers

As a sales and marketing team, it is essential to provide impeccable service to your hotel customers. In the hospitality industry, customer satisfaction is directly linked to revenue growth. Therefore, it is crucial to respond promptly and professionally to any inquiries or concerns from your customers.

When addressing customer inquiries or complaints, it is important to listen actively and empathetically. This means acknowledging their concerns and providing thoughtful solutions to resolve any issues. Remember, your customers are looking for a positive experience with your hotel, and it is your responsibility to ensure that they receive it.

Additionally, as a sales and marketing team, you should always be looking for ways to go above and beyond for your customers. This can include offering personalized recommendations and experiences, providing special promotions or discounts, or simply checking in with them to ensure they are having a comfortable stay.

Ultimately, the key to success in the hospitality industry is to prioritize exceptional customer service. By providing outstanding service and being attentive to your customers’ needs, you can build a loyal customer base and drive revenue growth for your hotel.

Response to Guests Query Standard procedure:

  • The sales team should be customer-driven and provide a timely response to any customer’s request.
  •  All guest inquiries should be answered within the same day of receipt. 
  •  If the requested information is not available within this time, the inquiry will be acknowledged giving the date when full information will be sent back to the customer.
  •  Obtain as much information from the customer as possible and complete a lead/inquiry form.
  •  The client is to be advised of the next step and a trace date will be established and followed up timely.
  •  Should further details/information be requested before a quote can be completed, the client should be contacted the same day.
  •  For banquet queries, if requested dates are not available, alternatives will be offered with flexibility being shown.
  •  The quote will be given according to the client’s directions, i.e. per person, number of nights, special rates, net, all-inclusive, packages, additional requests, AV equipment, etc.
  •  Hidden costs should be avoided by pointing out any potential additional charges taxes, service charges, etc.
  •  Guests / Customers should be advised about the status of the booking eg: tentative, definite, proposal, waitlisted, etc.
  •  Actively manage all banquet bookings, room bookings, Out Door Catering and record any denials or turns away.
  •  Encouraging repeat business through excellent inquiry handling, follow-up, and correspondence.
  •  Build strong relationships with customers to fully understand their needs.
  •  Each month review the next 6 months’ availability to highlight high or low demand dates for optimum response time.
  •  All inquiries are recorded accurately in the sales and marketing software (Opera S&M, Delphi, Protel Banquet, MICE software, etc.).

Training Summary questions:

Q1. How to handle guest inquiries in sales?

Q2. What all needs to be part of the customer ‘quote’ or ‘proposal’?

Q3. In case the requested dates are not available then what should be done?

Q4. Where should all guest inquiries be recorded?

Q5. Why it is important to track all denials and turn away?
SOP Number: Sales and Marketing SOP  – 01
Department: Sales and Marketing – General
Date Issued: 13-May-2017
Time to Train: 30 Minutes
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