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This webinar by expert hospitality trainer Doug Kennedy will discuss specific ways you can increase reservations at your property. It will present exclusive information from hospitality studies by UNLV. Specifically, this webinar discusses the following: - Learn what makes a caller 12.6 times more likely to reserve a room - What is the biggest mistake reservations staff makes on the phone - Pros and Cons of mystery shopping calls - Quick and easy solutions to score and record calls in near real-time
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2013 Guide: 4 Ways to Increase Close Rates With (Affordable) Call Monitoring
Guest Presenter – Doug Kennedy, KTN
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
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
How effective is the industry on the phone?
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
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?
Total ScoresFront Desk GSRs vs. Call Centers
Total Scores0
5
10
15
20
25
30
35
40
45
42
31
Front DeskCall Center
Asking for the Reservation Front Desk vs. Call Centers
Asking for the Reservations0
10
20
30
40
50
60
5242
Front DeskCall Center
Attempting to Overcome Objections Front Desk vs. Call Centers
Attempting to Overcome Objections0
2
4
6
8
10
12
10
2
Front DeskCall Center
Total ScoreSTR Classification
Total Score - By STR Classification0
5
10
15
20
25
30
35
40
45
43
4039
3938
28
Casino/ResortExtended StayAll-SuitesLuxury/Upper/UpscaleUpper Mid/MidEconomy
Attempting to Overcome ObjectionsScores by STR Classification
Attempting to Overcome Objections by STR0
1
2
3
4
5
6
7
8
9
9 9
8 8
6
2
Casino/ResortExtended StayAll-SuitesLuxury/Upper/UpscaleUpper Mid/MidEconomy
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
Factors That Lead to More Reservations
• The Factors That Lead to More Reservations• Statisticians at Dixie State College– 4400 Recorded Calls
Finding #1Build 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).
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).
Finding #3Overcome 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).
