I have been using a hotel recently on business and have managed to strike up a good relationship with the local staff. My business priorities changed after I had made a booking locally at the hotel. No worries I thought I will ring them and let them know that I need to change my plans. That’s when the fun started. How hard can it be? Well I was about to find out!
I googled the hotel to find the number and make the call. I hit an IVR system, I thought this is strange – the hotel is not that big and an IVR system seemed a bit over the top. I started musing about the IT salesperson the had flogged them an overly specified system for the purpose. A large bonus would have resulted and you would have not seen him/her for dust. Anyway, back from my day-dream and having chosen the bookings option I was then surprised to hear that I was 5th in the queue! It started to dawn upon me that this was not a call that was going to be answered by the hotel reception, but by a call centre somewhere in the world. To cap it all the message playing advised me that I was being charged 10 p a minute by the hotel for the call and I was still 5th in the queue. At this point I thought stuff it! I put the phone down and emailed the local sales manager at the hotel to make her aware of my experience and to change my booking. She answered first thing the following morning and all was well.
Upon my arrival at the hotel the sales manager immediately apologised for my experience and said that they had no control over the phone calls. The hotel group to which they now belonged had centralised it call handling facility some time ago and that there was nothing that she could officially do. However, she then whispered that I could have the local number for reception which is managed about 20 hours a day and that they would be very happy to help me in future. Of course she was quick to let me know that this was against company policy,and she could be shot for giving the number to me. Shot for doing the right thing!
The conversation then went on to reveal that the centralisation of the booking system causes all sorts of problems for not only the customers, but also to the local staff. She said, Imagine trying to book a conference or a wedding through a call handler somewhere else in the world who does not understand the local hotel, its provisions etc. It causes a lot of problems which have to be sorted out once the hotel become aware of the booking, causing duplication of effort and frustration for the customer who is keen to ensure that their event goes off well. As is always the case the local team pull together and do their best to make sure that the customer gets what they want on a way that best suits their needs, but at what cost to the business and its hard-working employees?
Another classic case of a bunch of suits in an ivory tower somewhere in the world thinking that they can save money by centralising and standardising their approach to customer enquiries. Of course they will be using a bunch of metrics that tell them that the system works wonderfully and probably also helps to justify the decision to invest in the IVR system and call centre operation. If only those guys got out of their tower and came to study and understand the reality of their decision through the yes of the customer and colleagues in the workplace they would understand that all was not what it seemed. Until then I will use the local phone number to sort out my accommodation. However, the obvious frustrations and morale of the staff will continue to suffer along with the reputation and lost business to the hotel and others in the chain until someone is brave enough to wake and realise that this does not make good business sense.