In the fast-paced world of hospitality, where every detail counts and competition is fierce, providing exceptional service is essential to maintaining profitability. Every experience counts, and customer satisfaction is the key to success. But how can we be sure that our service lives up to expectations? This is where the enigmatic “mystery guest” comes into play.
The mystery guest in hospitality can be a valuable ally to evaluate and improve the quality of service from a unique perspective: that of the anonymous customer. In this article, we will explore about this technique. So we accompany.
WHY TO APPLY THE MYSTERY GUEST IN HOSPITALITY
The application of the Mystery Guest concept in hospitality has a fundamental purpose: to evaluate and improve the quality of the service offered to customers.
Competition in the hospitality industry is fierce. With a wealth of options available to consumers, it is vital that hotels and restaurants offer exceptional service to maintain and attract customers. The mystery shopper is an invaluable tool for evaluating service quality from the perspective of an anonymous customer and providing valuable information for continuous improvement.
ADVANTAGES OF THE MYSTERY GUEST IN HOSPITALITY
Allows an objective evaluation of the service
This is one of the main benefits of the mystery shopper in hospitality. Well, since they are anonymous clients who are not driven by prejudices, they can provide a realistic perspective of the client’s experience.
Checks whether all procedures and services work according to standardized manuals and protocols
Identify areas of improvement
Mystery guest reports reveal specific areas where your hotel or restaurant can improve. From staff interaction to food quality and cleanliness, this detailed feedback helps focus improvement efforts.
Expand the offer of products and services
With the observations of the mystery customer you will be able to identify what products or services you should implement to improve the operation of the hotel or restaurant.
The mystery guest in hospitality can be a valuable tool for staff training. You can use concrete examples of customer interactions to train your staff more effectively.
Control staff behavior
Knowing that they are being continuously observed, the staff will remain motivated, attentive, cordial and involved with their entrusted services.
Check if staff training is working
Generally the hospitality industry trains its employees. With this technique you can verify progress.
This tool allows establishments to evaluate whether service quality is consistent at different times and with different employees.
Improves customer satisfaction
By implementing areas of improvement and correcting errors, the customer will feel more satisfied, since the service will be of higher quality.
Increases business profitability
Finally, with the mystery shopper, the company’s sales and profitability will also increase.
STEPS TO APPLY THE MYSTERY CUSTOMER IN HOSPITALITY
Successful implementation of mystery shopping in hospitality requires a structured approach and proper planning. Here we will detail the essential steps to carry out this evaluation effectively and make the most of the results.
1. SELECTION OF THE EVALUATION COMPANY
The first thing you should do is choose an experienced and trusted company to provide you with mystery shopping. This company must have extensive experience in the hospitality industry. Well, the evaluator must be able to interact with workers and evaluate the quality of the service objectively.
2. DEFINITION OF OBJECTIVES AND CRITERIA
Before conducting mystery shopper evaluations in hospitality, it is essential to define the evaluation objectives and criteria. What specific aspects will be evaluated? What standards must be met? These may include improving the customer experience, identifying needs and possible new products or services.
3. CREATE A QUESTIONNAIRE
To apply the mystery shopper in hospitality, a questionnaire must be created that includes all the services of the hotel or restaurant. This questionnaire must be adapted to each establishment and must include aspects such as the professionalism of the staff, the hygiene of the establishment and compliance with the protocol for addressing clients. But not only that, it must also include compliance with standards in the rooms, the ability to react to problems, customer waiting times, the state of the food when it arrives at the table and online reservations.
4. SCHEDULING OF VISITS
Mystery customer visits in hospitality must be strategically scheduled to evaluate different aspects and schedules. Randomness is essential to obtain an accurate picture of the operation.
5. DATA COLLECTION AND FEEDBACK
Once the assessments have been conducted, data is collected and detailed feedback is generated. This includes written reports with observations and recommendations.
6. ANALYZE THE RESULTS
Once the mystery shopper in hospitality has obtained the results of the questionnaire, the analysis must proceed. This will identify areas of improvement and opportunities for new products or services.
7. IMPROVEMENT ACTIONS
With the results analyzed and areas for improvement identified, it is essential to act. This may include training staff, improving customer service protocols, improving the services offered or improvements in cleaning.
ETHICAL CONSIDERATIONS IN THE APPLICATION OF THE MYSTERY CUSTOMER IN HOSPITALITY
Ethics and transparency are important aspects to consider when using mystery shopping in hospitality. In this last section, we will explore ethical considerations and how to maintain a balance between improving service and respect for the establishment’s employees.
The implementation of this tool must be done responsibly and ethically. Here are some important considerations:
a) Internal communication. It is essential that staff be aware of the presence of the mystery shopper as an assessment tool. This encourages honesty and transparency in interaction with customers.
b) Protection of employee privacy. Establishment employees must be protected and treated with respect. Their identities should not be revealed in mystery shopper reports, and feedback should focus on areas of improvement rather than singling out individuals.
c) Responsible use of the results. Mystery shopper results should not be used as a punitive tool. Instead of punishing employees for shortcomings, they should be used as a means for professional growth and development.
In summary, the mystery shopper in hospitality is a powerful tool to improve service quality. By well understanding the application of this technique, hotels and restaurants can raise their standard of service and meet customer expectations in a constant and effective manner. Successful implementation of the mystery shopper is a path to sustainable success in the competitive hospitality industry.