By Tim Reed, Partnerships Manager – Newbridge: How to successfully balance a warm welcome with the touch of a button and build a positive guest experience
For many hospitality operators high-touch and high-tech are regarded as two methods of operation which, on paper, should conflict with one another and potentially if not applied together in the right way could add friction to the guest experience.
Whilst high-tech is often regarded as the homestead of a purely digital guest experience, high-touch can be seen as absent of any automated systems. On the contrary, the two both bring them with them a wealth of opportunities and advantages, which when applied strategically, can have a positive impact on revenue, staffing, operations, the guest and profit margins. To understand how to utilise both together effectively, it is necessary to understand what they offer and where and how they can add value.
Managing operations from the palm of your hand
At a time when staffing continues to be a challenge and we aren’t yet out of the inflation woods, the introduction of an ever more automated and digital approach to the administration of managing stock, facilitating payments and changing menu prices has had a huge and lasting impact.
Not only can such data be kept updated in real time it can also be accessed across teams and departments at the touch of a button. In this way there is full and complete visibility to deliver improved team knowledge around stock levels, associated menu changes and prices, discounts and special offers – all of which can serve to reduce mistakes and enhance both operational efficiency and the guest experience.
From a guest perspective, the introduction of a more high-tech offer means they also have the option to fulfil their own ordering and payments from the comfort of their own seat. In turn response times are improved as they don’t have to wait for a member of staff to make an order, orders can be processed more quickly and payments and cashflow in turn improve. The result? Happier, more loyal guests and happier and (hopefully) more loyal staff.
Extending a welcoming hand
In an age of rapidly evolving and emerging technology – apps, website tools and payment software to name just a few – it is also important to keep in mind that fundamentally we are in the business of hospitality and for many guests the human touch and a personal welcome still has a vital role to play.
Now more than ever establishing and maintaining guest loyalty is a key factor in securing revenue and growth. Whilst guest data can offer important insights around preferences and levels of spend and signpost upselling opportunities, building a personal connection and relationship with a guest on a human, high-touch level can pay dividends and enable operators to really go the extra mile when it comes to cementing loyalty and future spend. Certainly during and post-pandemic to a certain extent there has been a comparable decline in face to face contact and many guests are of the opinion that can not be replicated, nor replaced by an app. Rather when returning to hospitality, whilst technology has enabled many functions to speed up there is also a need for operators to slow down and take the time to invest in a more personal, human approach to service.
So how can operators get the best of both worlds? Fundamentally the answer lies in keeping a keen eye on the benefits and capabilities of both. Knowing how and when to apply them will be driven by both guest preference and at times, operational necessity in the case of reduced staff numbers, for example. As highlighted, automated data and reporting can give live views of stock levels and menus and when matched with a personal understanding of guest preferences to deliver recommendations, for example, high-touch and high-tech can prove powerful allies in driving a positive guest experience and a positive profit margin.
To find out more about how Newbridge EPOS can support your high-tech and high-touch approach to guest services and operations please visit: newbridgesoftware.co.uk