With artificial intelligence, can the hotel get the guest complaint?

Most of the hotel guests concentrated on "services in time".

As early as 2010, Hangzhou Huanglong Hotel signed a contract with IBM to create a "smart hotel" through smart systems such as RFID (radio frequency wireless identification technology); in 2018, Alibaba's unmanned hotel Philippines and settled in Hangzhou. What does we have to be clear about "walking into the tens of millions of hotels"? What problems can we solve for the hotel industry?

And today, when the guest complaint will bring direct economic losses to the hotel, how will artificial intelligence improve the experience of residents and reduce customer complaints?

On August 11th, at the 2022 Global Brigade News Intelligent Forum (Shenzhen Station), Wu Jie, general manager of Foshan Jun Royal Wimmed Hotel, and Liang Xueyan, an expert in the smart hotel applied by HKUST Xunfei Co., Ltd. The topic of response is discussed. This link is chaired by Li Chao, CEO of Global Brigade News.

01

The application scenario of artificial intelligence in the hotel

The popularity of OTA and the rapid development of social media have changed the way consumers booking hotel rooms, and the review content scattered in various channels has also emerged.

The SAS data of commercial intelligent software providers shows that the correlation between the review and the quality cognition of consumers is the strongest, which means that consumers mainly rely on reviews to evaluate the quality of a hotel.

Especially in the special context of the epidemic, the policy changes rapidly. Most residents choose to call the hotel to understand the information in person. In the process, most of them are common questions that repeatedly answered. Essence

Intelligence has entered the hotel scene. At this stage, in the application of smart hotels, the use of AI telephone robots instead of the front desk part of the front desk. Through digitalization, people are liberated from tedious and repeated work, improvement of people's efficiency, and becoming the common work of most hotels. choose.

"Our customer service AI is truly launched at the end of April this year. From the data in July, the customer service AI helped the hotel to solve 70%of the phone." Wu Jie affirmed the importance of artificial intelligence in improving people's effectiveness. In addition to this In addition, she believes that intelligence also helps hotels improve the response speed and problem processing efficiency.

It seems that at this stage, intelligence has become a general trend, but it is undeniable that at the same time as favorable, the early investment of smart hotels will be higher than traditional hotels. Can intelligence really adapt to all hotels?

From the perspective of the supply side, Liang Xueyan admits that from the application scenarios of AI, both economical hotels can be used in high -end, but the key and target customers in the later period of HKUST Xunfei are still concentrated in mid -to -high -end hotels.

"On the one hand, the customer base of mid -to -high -end hotels is greater than economic chain hotels and has stronger payment capacity. From the perspective of the direct effect of people's effectiveness improvement, the overall effect of mid -to -high -end hotels is more obvious; on the other hand, in terms of In terms of guest service management, there will be more manpower and resources that mid -to -high -end hotels can invest, "Liang Xueyan said.

Wu Jie asked another question: "Is the intelligent unmanned hotel really good?"

Wu Jie believes that it is impossible to cancel everyone's services through AI. Artificial intelligence must add "people" together because the key to personalized services is the temperature between people. "Whether it is a mid -to -high -end hotel or a economical hotel, AI can be used, but the hotel still needs to find an appropriate amount of 'degree'."

In the final analysis, the hotel is essentially the same as the service industry and the manufacturing industry. In the industry that attaches importance to humanized services, the cold machines are used to replace the artificial manual. Although the residents will be more intelligent and convenient in their experience, the emotional social elements that the service industry itself comes with itself also comes with itself. It will be cut because of the "unmanned" business model.

Even the representative unmanned hotel of Alibabab would stay in the Bu thirsty hotel, and its CEO Wang Qun once said that the Philippine Bob Warfare is not a "unmanned hotel", but a smart hotel. It is in some scenes. Through the optimization of some intelligent systems, some basic and standard tasks are replaced.

02

Find the best contact with guests with limited resources

Before the opening of this discussion, the Global Brigade News Language Community initiated a topic of "the hotel wants to properly handle the guest complaint, what is the key?" Among them, 48%of the users chose the "customer response speed".

A participant said: an ordinary customer complaint, if the response speed is fast, can prevent it from evolving into a more serious customer complaint.

In the same way, a hotel from one time to a second prosecution, "whether it can be dealt with in time" often plays a decisive role. "Huake 2022Q1-Q2 Hotel Industry" Living in the Middle+Houjiao "guest experience insights report shows that" service is not timely "becomes a hotel residential China-China vocalized" severe disaster area ", accounting for 14.42%of the customer's viewpoints, luxurious types of luxury types, luxurious types The service does not take up 15.95%of its viewpoint view in a timely manner.

Liang Xueyan said that there was a "golden five -minute" principle when the hotel processor complained, but it fell into the actual scene. Most of the time, there was a certain information delay in the process of transmitting the complaints of the guests to the processor. Most of the service personnel in the lawsuit are not the same person as the final handling of the complaint. At the same time, some information may appear in the second or even multiple transmission.

And using artificial intelligence, it can directly pass the customer's complaint information to the processor, reduce the screening of the processor's information, and the time that is wasted in the process of reading invalid information. The most complete customer complaint information.

Liang Xueyan admits that how to collect the guest complaint in all directions is to deeply combine the AI ​​telephone robot and the hotel business, and run the digital employees throughout the full scene of the hotel service process, including communication before the living Essence At the same time, the interface of the hotel's PMS system, customer -required system, work order system, and hardware systems such as delivery robots can be opened to form an intelligent closed loop of the whole process.

When returning to the hotel, Wu Jie admits: "Perhaps the hotel people who may have complained 20 years ago would think that the guests were completely correct, but sometimes this was not the case. Therefore, in the process of judging the results of the problem, the recording system could Help the hotel to understand more real information. "

Liang Xueyan also believes that the previous guest complaints were more recorded through artificial tool records, re -inventory afterwards, and through intelligence, in addition to solving the customer's business efficiency, it can also use digital tools to effectively retain data. Big data analysis can be used to analyze big data analysis. Summary directly to the hotel.

It is worth noting that while improving service efficiency, intelligence is also helping hotel services from passive to active, from lagging services to forward -looking services.

Wu Jie said that in the AI ​​system, the accuracy of the hotel can track more than 90%. "During the use of smart devices, the hotel is actually not what can be helped at the time, but whether it can help the hotel to solve the real problem afterwards."

During the use of basic intelligent devices such as the delivery robot, the hotel can accurately grasp the needs of the customer and the customer complaint information. Wu Jie gives an example. In the use of the intelligent device of the Supreme Hotel in the Foshan Jun Royn, it is found that the number of guests has the highest demand for the customer's demand. Drinking water, so before living, the hotel increased the drinking water in the guest room to 4 bottles. In addition to reducing the labor cost of water delivery during the living, it also enhanced the sense of experience in the resident.

In the past, such customers need to be easily ignored. Data can help hotels to solve problems before guests find problems to a certain extent.

Finally, Liang Xueyan concluded that in addition to the whole scene, the long -term concept of HKUST Xunfei is to build three portraits: to build a hotel portrait through the hotel's business indicators, guest experience indicators, quality inspection indicators, etc. Establishing portrait portraits such as equipment issues; through the behavior, preferences and feedback of guests during the store period.

Through the construction of portraits, the hotel can clear the diversified needs of their own services and guests. After matching the two, they can do a good job of the hotel's overall guest service work, and even exceed the expectations of guests.

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