Service Industries Just Don’t Get It!

There is always a need to understand the customer’s desires

Tue, 04/03/2012 - 13:12

You check into a high-end hotel for an exorbitant fee. You are tired, thirsty, and you want a drink of water. Either you find no water or the bottled water costs an additional $5.50. You see a coffee pot and complimentary coffee or tea, but you don’t want to drink something hot; you want water. Coffee is free; water is not. Reluctantly, you open the bottle of water and wonder why the hotel would nickel and dime a customer who’s paying hundreds to stay overnight. Hotels are in the hospitality industry, but they just don’t get it!

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This same lack of understanding occurs in food oriented scenarios. Back at the high-end hotel, breakfast is included with the room. What is served? Danish rolls. Who wants sweets and likely a glucose crash when you need to be on the ball for your meeting? How about something healthy that will sustain the body until the next meal?

What about lunch? Yes, serving many people quickly and with a nice presentation is important, but the nutritional content of the food isn’t a priority. Pasta is commonly served because it’s filling and cheap, but it fails at boosting brain power.

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Comments

Submitted by dmevis on Thu, 04/05/2012 - 10:51

I believe the problem lies largely with the Accounting department.  It is not that Accounting is intent on Nickel and Diming us all the time.  The problem is that Accounting is VERY GOOD at quantifying costs, but VERY POOR at quantifying benefits.  Accounting can always tell us how much something will cost, but rarely knows what something is "worth". 

Submitted by dkhays on Fri, 04/06/2012 - 11:29

I am surprised by how many more services are offered at the cheaper hotels, for instance a Hampton Inn vs a Hilton Inn same chain, but completely different services.  The breakfast is free, the internet service is free at the Hampron Inn, for example, but at the Hilton, you have to be a member of their plan in high standing to get anything extra.  We have stayed at several Marriot Chain motels--the renaissance, the Courtyard, and the Residence Inn all charge for a bottle of water, of course it does cost to keep the room stocked, where the leeser motels don't offer it at all.  We have been charged for the water even when we didn't drink it!  We were able to get it taken off the bill.

I have no experienc like you mentioned inordering, but I can see it happening.

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