What the hell is Personalisation?

What is Personalisation?

It the act of tailoring a service or a product to accommodate a specific individual or group personally. As the name suggests, personalisation is centred on the person, fulfilling a particular customer’s needs and personalising them with people, product or service.

Using technology correctly to improving personalisation in your club or hotel is a great way to enhance customer service, increase loyalty, and create memorable experiences. Here are some strategies you can implement to personalise your guest’s experience:

1. Collect Preferences: Use data collected from surveys, focus groups, previous visits to understand members preferences.
2. Customer Profiles: Build comprehensive customer profiles based on their past behaviours and preferences. Use these to offer personalised recommendations and tailored experiences on their next visit.
3. CRM Tools: Implement a Customer Relationship Management (CRM) system to track members interactions, store preferences, and automate personalised communication.
4. Offer members customise Packages, packages that can be adjusted based on a guest’s needs. For example, if you are having a Scotch tasting night (to sell more bottles of Scotch of course) and your database as indicated preference for members spirits likes, you can personalise an invitation and be guaranteed to increase the attendance.
5. Personalised Communication: Pre-Arrival Communication to a regular member who is booked for dinner offering them a complimentary drink on arrival in person.
6. Use technology to Personalised welcome members to the club Greetings: Train your staff to use the guest’s name and acknowledge special occasions (birthdays, anniversaries). Personalized greetings make an enormous impact.
7. If you subscribe to the theory that personal for case and increases visitations and profit, and it brings into question the value of management staff who worked in an office as opposed to management staff who work on the floor, many the value to a club or hotel in personal greetings or just saying hello. Technology should be used to take staff out of the office and onto the floor, not the other way round.
8. Most large hospitality establishments these days operate loyalty or rewards programs, using the unlimited power of technology, but seldom do they look to how to personalise their loyalty programs. Too often it set and forget.
9. You almost need a mobile app for everything these days, which uses the power of technology, but many businesses fall into the trap of set and forget their apps, and the app becomes devoid of Personalisation.
10. Technology is playing an ever increasing role in where people choose to go for their entertainment, sites like Facebook, Google, Trip Advisor and Airbnb plus businesses own website are a two-edged sword, while a medium to promote your services and benefits they also provide for positive customer feedback, on the other hand they can also provide a pedestal for those who want to complain about poor service or product, if you don’t invest the time to respond to people who are positive or critical of your venue in a positive and compassionate way your venue will gain a reputation for lack of Personalisation which will lead to lack of brand respect and ultimately customers, as Richard Branson “said worry about customer service e and profit will be automatic”