Our client, one of the largest management companies in Tenerife (Spain), provides daily accommodation in apartments, townhouses and villas. The company manages more than 80 properties, several dozens of Guests arrive and leave each day. More than 100 people live at a time. A separate division within the company is responsible for serving Guests by phone and through messaging sales channels - Booking.com, Airbnb, Home Away and others.
The requirements for the staff are rather high: they know the three main European languages at a conversational level, are computer literate, are client-oriented, polite, stress-resistant. In Spain the selection of such personnel is quite expensive, salaries are about 1,500 euro per month per employee.
In addition, in order to ensure quality service to Guests and a normal mode of work, the number of managers in the unit, was increased to 4 people.
This department began to create an increased financial and administrative burden for the company, it was necessary to look for optimization solutions.
First of all, we automated the input of booking information into Bitrix24. This allowed us to avoid manual input errors that managers regularly made.
Reservations entering Bitrix24 not only showed up on Occupancy Diagram, but also automatically started the end-to-end business process of providing the service. Read more about this in the article Integrating Beds24.com Channel Manager with Bitrix24 and other systems.
The company, at that time, was already working on the business process of providing services for accommodation, in this regard, first of all, we proposed to create a system of communication of more than 15 emails, autocalls and sms, in the business process of providing services.
This is a series of messages to the Guest with information about the reservation, the terms of service, the location of the facility, additional paid and free services, a request for feedback on the stay and the provision of a promo discount code for the next visits.
The Guest was also required to provide information about check-in time, group composition, and so on. A special cycle was developed that increased the number of communications until the information requested from the Guest arrived in the system.
If there was no response to the emails, the Guest was sent an sms reminding him to check the box. At the next step, the Guest was warned about the need to respond with an automatic phone call. And only the day before check-in, a live manager made the final call to the Guest.
Thus, the following results were achieved:
✓ telephone traffic decreased, due to the full awareness of the Guest via text channels,
✓ the number of routine actions of the managers decreased - there was no need to create standard letters manually anymore,
✓ the sales of the value-added services increased, due to the timely information about them,
✓ the number of repeat sales increased.
Importantly, we also developed a multilingual messaging system that generated emails, sms, and autocalls in the Guest's language.
To do this, we determined the language of the Guest by the phone number he provided when booking.
Based on guest statistics, it was found that the largest share of Guests come from Spain, then from the UK and other European countries, then from Russia, the Baltics and CIS countries.
A total of 3 languages were added to the system: Spanish, English and Russian. Plans are underway to add German and French.
In the messaging system, we separately pointed out to the Guest that it was more convenient, easier and more reliable to receive information through the text channel. It is also important that correspondence via channels was meaningful when dealing with controversial situations. We offered the client to further develop the translation of the communication into text, due to which a decision was made to skip the calls of Guests in a controlled manner.
Scheme of handling a missed call is described in detail in the article, but the main point is that the guest receives an SMS with the text: "Dear customer, your call was not missed, we will call you back shortly. For prompt communication, write to us in the chat room (link to the chat room) or answer the sms."
Such a measure made it possible to reduce the number of dialogs on the phone to a minimum.
Of course, it was necessary to give the Guest the opportunity to call promptly at the check-in stage and during the stay.
To do this, using the REST API of Bitrix24, we changed the telephony script in the booking stages of the day before check-in and on the days when the Guest stayed in the apartment, as well as on the day of check-out.
Since almost all communications with the Guest, from booking to check-in, became through text channels, the number of phone contacts was reduced to a minimum. This reduced the demands on the staff, because conversational skills, in three languages at the same time, were no longer necessary. At the same time, the company decided to work with remote staff, which further reduced the cost of the department.
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