Tips and Tools: Message Escalations

Getting guest messages into the hands of the appropriate staff members so they can respond within a reasonable time frame is crucial to the efficient functioning of a guest engagement solution. That’s why Loop has an automatic escalation feature — to make sure no guest messages slip under the radar, and that all guests are getting the kind of attentive service that keeps them loyal.

There are several reasons to use Loop’s escalations feature:

  • To make sure guests aren’t waiting too long for a response;
  • To inform managers when staff members aren’t responding to messages within a reasonable time frame; and
  • To stop negative incidents from being aired on social media or trip review websites.

This last point is especially crucial. Studies show that most dissatisfied customers are happy as long as the brand addresses their issue and goes out of its way to resolve it. Escalations guarantee that somebody will see the guest’s message before the guest has a chance to get so annoyed that they post about it online. Escalations are key to avoiding guest churn.

With that in mind, we’ve come up with a few tips that should help you determine how to set and manage your escalations.

Determine a time frame

The first step to setting an escalation is determining how long it should sit idle before being bumped to the next level. The key is to find the balance between letting it sit too long and escalating it too fast. You want to make sure the first level employee has the opportunity to see it before it goes on to a manager. We recommend anywhere between five and 15 minutes between escalations.

Remember: You wouldn’t keep a guest waiting on the phone or at the front desk. That’s why it’s important to ensure all messages receive a response in a timely manner.

Set more than one escalation

Sometimes, two staff members might be too busy to respond to message even after an escalation has already come full circle. That’s why it’s important to designate more than one person to whom messages will be escalated — for example, the message should be escalated first to a supervisor, then to a department manager, then to a senior manager. This increases the likelihood that someone along the chain will have the time to respond.

Acknowledge the message right away

Regardless of whether the guest has made a request or a complaint — and regardless of whether you have a solution ready — always respond to the message immediately to let the guest know you’re on it. Don’t leave a guest hanging, wondering whether anyone has received their message. Acknowledge the message, then fulfill the request or resolve the problem.

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The Benbria Blog

The Benbria Blog offers insights into the latest research in the field of customer engagement technology and best practices, with a focus on real-time messaging and measurement of the experience.

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