Tim Genovese, Vice President of Guest Experience & Brand Consistency at InterContinental Hotels Group, discussed how businesses can enhance the customer experience during his presentation at the 2014 Customer Care Leadership Forum in Atlanta on Nov. 20. According to Genovese, his company uses social media and technology to enhance customer care, and it needs to embrace these tools to stay ahead of its rivals.
Genovese pointed out that customer feedback is vital because it provides a business with insights into its everyday operations. And as a result, Genovese noted a business must find ways to collect customer feedback, even if that feedback is sometimes harsh: "Feedback is a gift. It is a gift, and you and your organization need to look at it as a gift because it helps you run a better business and it helps you retain your customers, even if that feedback isn’t as comfortable as we would all like it to be from time to time."
In addition, customer service reviews are quickly becoming key differentiators for businesses in today's highly competitive global marketplace, Genovese said. A business that identifies new ways to keep its customers happy, Genovese added, can gain a competitive advantage. Also, Genovese said a business needs to respond to customers via social networks to ensure that these clients get the support they deserve: "If you don’t already have it, establish team members who are responsible for maintaining and talking and watching what’s happening with your company, your name [and] your products out on the Internet and [be] responsible for reacting to that. They [should] respond to both positive and negative posts."