hospitality

Chris Cartledge: CX Director Interview

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Talking CX: A fresh look at Hospitality and CX

Hospitality leaders are renowned for being time-poor and needing to always oversee many moving parts within their establishments.

We spoke with insight6 specialist Chris Cartledge to explore how he uses diverse customer experience (CX) strategies to help hospitality business leaders.

What drew you to insight6 and the CX business ownership?

Having gained experience in various customer-centric roles in the hospitality sector, I was eager to apply my skills in a broader context, particularly in a setting where I could work for myself.

What’s the key to delivering excellent CX for a business?

Delivering an excellent customer experience (CX) is crucial for any business. While multiple factors contribute to an excellent CX, understanding and empathising with the customer’s needs and expectations is the most important. Once you know your customers’ needs, you can tweak your services, communication, and interactions to resonate with them, foster loyalty, and enhance their overall customer journey.

What tips can you share regarding enhancing the Customer Experience within the Hospitality sector?

When working with leaders in the Hospitality industry, I start by looking at these three areas:

1. Identifying and Prioritising Customer Experience Opportunities

Hospitality leaders often need help improving customer experience with their busy schedules and competing priorities. It takes time and effort to uncover the root causes of issues and understand guest needs. Even when problems are identified, deciding which opportunities to tackle and allocating resources is crucial. Enhancing customer service often requires integrating information from various departments or even third-party services.

2. Collecting Customer Experience Feedback

Gathering and analysing customer feedback is crucial for understanding guests’ satisfaction with your services, products, and overall interactions. This feedback provides valuable opportunities to enhance services, address dips in satisfaction, boost retention rates, and gather data that can inform your decisions.

3. Addressing Lack of Personalisation

Poor personalisation can lead to higher customer churn. Two-thirds of customers expect businesses to recognise them as individuals and understand their interests. Providing personalised experiences can be challenging, requiring interacting with customers across their preferred channels and consolidating data from various sources.

Can you share an example of a company that has impressed you with its CX capabilities?

A few names spring to mind: Amazon, John Lewis, and First Direct have all built impressive CX reputations. The common theme is the ease with which they allow their customers to purchase and, significantly, change their minds on those purchases whilst communicating clearly across all touchpoints. Empowering and training employees to deliver an excellent customer experience has created happy customers who stand out as field leaders.

Could you tell us about a bad customer experience you’ve had?

One that springs to mind is a sofa purchase that resulted in us sitting on garden furniture for six weeks! Trying to navigate a move back to the UK as the country was managing the complexities of lockdown, I purchased this particular sofa because the company had assured me they could deliver it in time for our move and before the lockdown. Unfortunately, on the day of delivery, no sofa showed up, and there was no update from the company. After several phone calls, I could not locate the sofa we purchased. This continued for several days and ended with no sofa or refund as the country went into lockdown. 

Understandably, these were unprecedented times, but the communication that ensued over the next six weeks was poor. The company refused to refund or confirm when we would receive the sofa. There was little empathy and understanding and no follow-through to try and help the situation.

About the author:

Chris Cartledge is an insight6 CX Specialist based in Ireland. Please feel free to connect with him on LinkedIn.

Professional background: Chris joined our team in 2024, having spent over 22 years in highly customer-focused roles across the UK, EU, and India with global brands like Shell, Yorkshire Tea, Papa John’s, Subway, and Jamie Oliver. His previous role before joining Insight6 was Operations Director for a Hotel and country, destination-led Pub operator.

At insight6, our unique and tailored solutions allow businesses to transform their customer experience cost-effectively, from end to end, with the dedicated support of a local specialist. To find your local Specialist to transform your customer experience, call +44 (0) 800 970 8987 or visit www.insight6.com.

Customer Reviews: Learning from Tourism and Hospitality

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Customer reviews are a powerful tool for any business. As the summer holidays approach, the tourism, leisure, and hospitality sectors offer invaluable lessons on harnessing customer feedback. Here, we share six lessons on how these industries excel at gathering and using reviews to enhance their services and boost customer satisfaction.

Table of Contents

  1. Understand the Importance of Customer Reviews
  2. Create a Memorable Customer Experience
  3. Elevate Customer and Employee Experiences
  4. Encourage Guests to Leave Customer Reviews
  5. Leverage Reviews for Marketing
  6. Use Feedback to Improve Services

6 Lessons from the Tourism and Hospitality Sectors

These sectors excel at gathering customer feedback because they focus intensely on their guests. They constantly interact with guests, aiming to provide exceptional experiences. Importantly, they recognise the critical role of their staff in delivering these experiences. By prioritising feedback, they continually improve and adapt to changing needs.

Let’s look at six key lessons from the tourism, leisure, and hospitality sectors on customer reviews to enhance service and satisfaction:

1. Understand the Importance of Customer Reviews

Positive reviews shape a business’s reputation and success. Reviews can make or break a destination’s appeal in tourism, leisure, and hospitality. Prioritise customer feedback to gain insights and make informed decisions.

2. Create Memorable Customer Experiences

To receive positive reviews, focus on creating wow moments. Personalised services, attention to detail, and exceeding expectations are key. The hospitality industry often excels in offering unique experiences that leave a lasting impression on guests.

3. Elevate Customer and Employee Experiences

To truly excel in customer satisfaction, focus equally on employee engagement. Happy, engaged employees are more likely to deliver exceptional service. Invest in regular training, recognise and reward outstanding performance, and create a positive work environment. Read below to learn how we work with Bluestone National Park on its employee survey.

⭐ Read our client success story: Bluestone: Elevating Guest and Employee Experiences.

4. Encourage Guests to Leave Customer Reviews

Actively encourage guests to leave reviews. The tourism and hospitality sectors use incentives like discounts or small gifts to motivate customers to generate more positive reviews. Simple reminders during checkout or follow-up emails also work well.

5. Leverage Reviews for Marketing

Use positive reviews as social proof in your marketing. Highlight testimonials on your website, social media, and promotional materials. Sharing reviews builds credibility and attracts new customers. Publish reviews and responses openly to demonstrate transparency.

Customer reviews feedback tip sheet from insight6

6. Use Feedback to Improve Services

Continuous improvement is crucial. Actively seek feedback through customer reviews and mystery shopping to identify areas for improvement. The hospitality industry frequently updates services based on this feedback, ensuring high satisfaction. Implement changes based on the insights gathered to enhance the customer experience consistently.

Conclusion: Customer Reviews

Customer reviews offer a wealth of knowledge that can help businesses enhance their services and customer satisfaction. By learning from the tourism, leisure, and hospitality sectors, you can effectively harness the power of customer feedback. Remember, happy customers lead to positive reviews, which drive business success.

Ready to improve your customer reviews? Contact us today to learn how we can help you gather and leverage feedback to boost your business.

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Eddie Stack: Interview with our CX Director for Ireland

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Eddie Stack Interview on Hospitality CX

We spoke with insight6 Director Eddie Stack to explore how implementing customer experience (CX) strategies can help hospitality businesses survive and flourish.

The hospitality industry has encountered unprecedented challenges, from pandemic closures to recruitment shortages and the current cost-of-living crisis. Amidst these trials, maintaining a loyal customer base is crucial for businesses. Here, we interview Eddie about delivering exceptional customer experiences in hospitality and joining the insight6 team.

When it comes to CX, what should hospitality businesses keep in mind?

First impressions matter! From the appearance of your venue to the attitudes of your staff, it’s important to be nailing it from the get-go. CX plays a critical role in increasing ROI. Consider the ease of making reservations—do you offer an online form, and if your phone line accessible? Also, consider the view as customers approach—are your windows clean, and is the street outside well-maintained?

Next, focus on your team. Do you have the right people with the right attitude greeting your customers? And does your company culture support their success? Remember, unhappy staff can be easily spotted by customers, creating a negative vibe.

Are there particular challenges you see within the hospitality industry?

In many cases, owners and managers can be the bottlenecks. Caught up in the daily grind, they may handle every task rather than focus on strategy and team development. Conversely, some hands-off owners delegate operational tasks to managers, expecting them to oversee team development. Finding a manager who excels at operations and people skills is a tough task, necessitating a rigorous recruitment process prioritising customer and employee experience.

Mystery shopping can provide invaluable insights into areas needing improvement and help streamline recruitment. Check out our blog on “Secret Shoppers: Your Silent Success Agents” to learn more.

Can you share an example of a company that has impressed you with its CX capabilities?

Absolutely! A local furniture shop in Navan, County Meath, Ireland, stands out. It’s a family-owned and operated business that prioritises the experience of every customer. When you step in, you’re greeted warmly and offered a cup of coffee, creating a welcoming atmosphere. What impresses me most is their attention to detail in ensuring a consistent experience regardless of who’s assisting you. They’ve invested in their team culture, recognising the significance of always delivering a seamless and exceptional experience.

What’s the key to delivering excellent CX for a business?

The key lies in mastering follow-up strategies. When I consult with businesses, I often ask, “How frequently do you follow up with potential or existing clients?”

Typically, the response is limited, with businesses reaching out once or twice to new prospects. However, the reality is that consistent follow-up, sometimes ten or more times, may be necessary until the individual is ready to make a decision. It’s vital not to relent until you receive a definitive response.

Moreover, existing clients often encounter gaps in after-sales follow-up, particularly for significant purchases like a new car. While there’s a fear of appearing overly “salesy,” a simple check-in to offer assistance or ensure satisfaction is rarely met with negativity. Effective follow-up demonstrates care and commitment to customer needs, fostering stronger relationships and enhancing the overall CX.

Could you tell us about a bad customer experience you’ve had?

Certainly. I recently visited a popular restaurant in a bustling tourist hotspot and was excited to dine in. Upon arrival, we spotted a freshly cleaned table and approached it, hoping to be seated. The server promptly dropped off menus and departed without a word. However, after several minutes of waiting, no one returned to take our order. Feeling perplexed, I eventually flagged down the original staff member and requested to place our order, only to be informed bluntly that we had to order at the bar.

This experience underscores the importance of setting clear customer expectations. Had the server communicated that the restaurant operated on a self-service basis, allowing customers to order at the bar when ready, I would have appreciated the transparency. Unfortunately, the lack of information led to delays in our meal and frustration. It serves as a reminder that transparent communication is paramount in delivering a positive customer experience.

What drew you to Insight6 and the CX business ownership?

My journey towards insight6 and CX business ownership stemmed from my extensive interactions with business owners. Interacting with businesses highlighted the importance of customer experiences, igniting my passion for CX. Recognising its untapped potential in Ireland, I saw CX as a powerful tool for significant returns. This led me to envision a business focused on educating and upskilling Irish business owners. Insight6’s dedication to CX excellence perfectly matched my mission, making it the ideal platform to bring my vision to life.

What type of clients are you working with?

Hospitality is of particular interest to me at this time. I see a huge scope for CX to help these businesses thrive in a tough market. I also work with many professional sectors, such as accountants and solicitors, who do not have robust follow-up systems and rarely understand why they do not convert enquiries.

What is your favourite part of the job?

I thrive off success, and that is what I’m looking forward to most: helping owners achieve the best out of their businesses and profits.

A recent client – Liz Chisty, hand-woven Irish wool scarfs – enlisted me to increase her Trip Advisor reviews. As a local tourist attraction, her business was not effectively reflected by the number of online reviews left by visitors. We’re just about to launch a review programme to deliver additional Trip Advisor reviews when bus tours visit. We will enter each online reviewer into a draw to take home a luxury scarf. A QR code will be placed towards the end of the tour, allowing visitors to complete the online survey quickly and easily.

Eddie Stack, insight6 - connect on LinkedIn

About the author:

Eddie Stack is an insight6 CX Specialist based in Ireland. Please feel free to connect with Eddie on LinkedIn. Eddie joined our team in 2024, leveraging over 25 years of industry expertise. He has delivered business training across diverse roles and sectors, later leading his own Web Development venture. Eddie served nine years as an Executive Director for the BNI (Business Network International) across Ireland. Please feel free to connect with Eddie on LinkedIn.

At insight6, our unique and tailored solutions allow businesses to transform their customer experience cost-effectively, from end to end, with the dedicated support of a local specialist. To find your local Specialist to transform your customer experience, call +44 (0) 800 970 8987 or visit www.insight6.com.

For opportunities to join the insight6 team and run your business, visit our franchisee page.