Your CSI Part II

The CSI report is in. It’s not from the “crime scene investigation” unit. Rather it is the Customer Service Index, a guest’s evaluation of your hotel, its facilities and the service they received. It is important for you to examine and evaluate your CSI report so that you can effect the changes for which they call. Why? Because, unlike TV crime shows, guests will not return to the scene of the crime!

Here are some questions that need to be addressed for a low CSI.

Question #1: “In what area of service was the guest dissatisfied?” Did the guest rate one or more areas positive, but give lower scores on another? For example, the guest may have given two thumbs-up to their front desk encounters (check-in, handling concerns, check-out) but 0’s to the room’s condition. It might have been the AC or TV didn’t work; or there were bugs in the room; or their room wasn’t properly cleaned and prepared. Of course, a guest may often have a negative reaction to one area and then simply zero-out everything. For that, you will need to review the log book (written or computerized) that details guest-hotel interactions.

Question #2: “What caused the breakdown?” Was a desk clerk untrained and therefore unable to properly assist the guest at check-in? Did a supervisor miss inspecting a room? Had maintenance failed to change a room’s status to out-of-order? Is this part of a trend?

Question #3: “What corrective measures will be taken?” Sometimes this can be obvious: improve communication between departments, additional training, bring on (or let go!) certain staff members. You will be able to tell if you have taken the proper actions by an increasing CSI. Note: sometimes, things are out of the hands of the rank and file: “The rooms were too small” or “The noise from the airport was deafening!” Such comments need to be passed on to the GM and owners.

Question #4: “How can everyone be involved in the solution?” The key here is giving the employees a reason to work together to improve the CSI. And the key incentives for your employees are recognition and reward. How is the entire team encouraged to work together? Are individuals acknowledged when they have done a good job? Are bonuses given when the CSI goal is reached or surpassed?

As you evaluate and address your CSI, you will see your scores improve and guests returning to your hotel.

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By: Joe Fairchild