2013 Guide: 4 Ways to Increase Reservations with (Affordable) Call Monitoring
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The 2013 guide presents four tactics to increase hotel reservation close rates using call monitoring, derived from studies on mystery shopping calls. Key findings indicate that using the caller's name, asking for the business, and overcoming objections significantly improve booking likelihood. The analysis shows front desk staff outperform call centers in sales interactions, emphasizing the need for industry improvement.
2013 Guide: 4 Ways to Increase Reservations with (Affordable) Call Monitoring
- 1. 2013 Guide: 4 Ways to Increase Close Rates With (Affordable) Call Monitoring Guest Presenter – Doug Kennedy, KTN
- 2. About Us • ContactPoint Founded in 2001 – 11 years as call recording, call scoring firm • Released LogMyCalls in 2012 – Call tracking, call monitoring, call scoring – Used by hundreds of hotels nationwide
- 3. Today’s Outline • What Tactics Increase Close Rates – Presented by McKay Allen, LogMyCalls • 4 Ways to Increase Close Rates – Presented by Doug Kennedy, KTN • BONUS – Quick Demo of LogMyCalls
- 4. How effective is the industry on the phone?
- 5. Hotel Reservation and Sales Impact Study • The Hotel Reservations and Sales Impact Study • UNLV – Harrah College of Hotel Administration – 1673 Mystery Shopping Calls – 297 Properties
- 6. Findings • Total Scores • 25 Scored on Individual Elements of Call – Ex. Did employee ask for guest’s name – Ex. Did employee ask for reservation – Ex. If the guest hesitates, did employee ask for reservation again?
- 7. Total Scores Front Desk GSRs vs. Call Centers 45 40 35 30 25 42 Front Desk 20 Call Center 15 31 10 5 0 Total Scores
- 8. Asking for the Reservation Front Desk vs. Call Centers 60 50 40 30 Front Desk 52 Call Center 20 42 10 0 Asking for the Reservations
- 9. Attempting to Overcome Objections Front Desk vs. Call Centers 12 10 8 10 6 Front Desk Call Center 4 2 2 0 Attempting to Overcome Objections
- 10. Total Score STR Classification 45 40 43 Casino/Resort 35 30 40 Extended Stay 39 39 25 All-Suites 38 20 28 Luxury/Upper/Upscale 15 Upper Mid/Mid 10 Economy 5 0 Total Score - By STR Classification
- 11. Attempting to Overcome Objections Scores by STR Classification 9 8 7 9 9 Casino/Resort 6 8 8 Extended Stay 5 All-Suites 6 4 Luxury/Upper/Upscale 3 Upper Mid/Mid 2 Economy 1 2 0 Attempting to Overcome Objections by STR
- 12. Significant Findings • The industry needs significant improvement in Overcoming Objections and Asking for the Business • Front Desk Staff scored better in every category than call centers • STR classifications were typical of scores
- 13. Factors That Lead to More Reservations • The Factors That Lead to More Reservations • Statisticians at Dixie State College – 4400 Recorded Calls
- 14. Finding #1 Build a Relationship – Caller’s Name • When the employee uses the caller’s name in the initial conversion, the caller is 2.5 times more likely to book a room with you. – (Dixie College/LogMyCalls Study, 2012).
- 15. Finding #2 Ask for the Business • When your employee asks for the business the caller is 4.4 times more likely to reserve a room. – (Dixie College/LogMyCalls Study, 2012).
- 16. Finding #3 Overcome Objections • When an employee attempts to overcome objections the caller is 12.6 times more likely to reserve a room. – (Dixie College/LogMyCalls Study, 2011).