Managing customer service through all the stages of the guest's vacation journey staying in vacation rentals and travelers staying in short term rentals.

1. 1
World Class Customer
Service for Vacation Rentals
VRMAWA
May 10, 2016
Amy Hinote, VRM Intel

2. 2
Introduction
Amy Hinote
Founder and Editor-in-Chief, VRM Intel

3. 3
VRMs Operate Differently: Not Just by Market
VRM
• Pre-stay communications
• Is enough info given
before check-in
• Check-in procedure
• Website experience
• How properties are
listed in channels
• How much information is
provided
.
• Linens
• Kitchen Inventory
• Amenity/Luxury Packs
• What information is in
the unit
• How much
communication is there
with the PM
• Check-out procedure
• Post-stay communications
• Post-stay relationship

4. 4
Big Difference
Between Vacation
Rental Mangers:
Some manage just
the home, while
others manage the
whole stay.

5. 5
Customer Service for Vacation Rental Managers
Online Reputation ManagersCall center managers
Therapists, Anger
Management Consultants
City Regulators
ConciergeTechnical Support
HoteliersTravel planners
Leasing Agents
Insurance Sales
Meteorologists, PsychicsLocksmiths, Plumbers,
Exterminators
Real estate agent
Tour Guides
Maintenance Supervisors

6. 6
Why are vacation rentals important?
Connection
Family
Relationships
Discovery
Love
Multi-generational
Romantic
Renewal
Adventure
Escape
Regrouping
Relaxation
Health
Wellness
Nature
Passion
Purpose
Rejuvenation
Memories

7. 7
Sidebar: Why VRMAWA is Important
Every property manager operates differently.
• No existing standards or best practices that
has been adopted by the industry.
• That’s why groups like VRMAWA are so
important.
• Our national organizations have not been
effective in putting together standards.
• As a group, you can determine a service
protocol: Housekeeping standards, kitchen
and linen standards, 24/7 service
guarantee, noise/trash/parking compliance
standards, min. safety standards, etc.
• Then you can advertise that in your
guarantees and in online channels, and you
can approach city councils as a group with
a set of compliance standards that work in
your geo-markets.
.

8. 8
Managing the Whole Stay
01
02
03
04
Stages of Vacation
Anticipation, the actual stay, memories
Customer Service Values
Professionalism, authenticity, empathy, efficiency
Customer Service Needs
Pre-stay, stay, post-stay, proactive vs reactive
Customer Service Channels
Online vs offline, in-person vs written
05 Putting It All Together
The right values to fulfill your CS needs using the
right channels at the right time

9. 9
2016 Customer Service Values for Vacation Rentals
Professionalism Authenticity Empathy Efficiency

10. 10
What Separates Vacation Rental Managers From Vacation Rental Owners
Professionalism Example

11. 11
Hotel expectations, vacation rental reality
Professionalism: Customer Expectations
• Marketing channels are bringing in new guests who have
never stayed in a vacation rental.
• Hotels have really stepped up their game in
housekeeping…especially bedding.
• Huge growth in User-Generated Content using social
channels and review sites.

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2016 Customer Service Values for Vacation Rentals
Professionalism Authenticity Empathy Efficiency

13. 13
Sales language is changing in front of our eyes
Authenticity: Customer Expectations
• Customers are very tired of being “sold.”
• They want to hear language that is relevant and real.
• Authenticity = Humanness
• Authenticity = Customer Satisfaction
Expectations – Reality = Disappointment
Authenticity sets the right expectation
that leads to customer satisfaction
instead of customer disappointment.

14. 14
2016 Customer Service Values for Vacation Rentals
Professionalism Authenticity Empathy Efficiency

15. 15
The Human Connection: Vacation Rentals are Still About Relationships
Empathy

16. 16
2016 Customer Service Values for Vacation Rentals
Professionalism Authenticity Empathy Efficiency

17. 17
Stages of Vacation
Anticipation MemoriesActual Stay

18. 18
Stages of the Vacation
1) Anticipation, 2) Stay, 3) Memories
Where are we going to go?
What do we want to do?
Who is going to go?
Where are we going to stay?
Anticipation:
30 days to 1 year
Planning
Excitement
Anticipation
Packing, logistics,
anxiety
Actual
Vacation Stay
How are your
guests going to
remember you?
Are they coming
back?
Memories: For a Lifetime
The pressure is
on.

19. 19
Your Customer Service Objectives for Each Stage
• Sales
• Payments
• Signed Agreements
• Expectations
• Logistics
• Generate Excitement
• Establish Relationship
ANTICIPATION
• Check-in
• Clean
• Everything Works
• 24/7 Service
• Make Guests Feel
Special, Welcome,
Pampered
• Nurture Relationship
STAY
• Feedback
• Offer To Return
• Help Them
Remember Trip
.
MEMORIES
DEPENDENT ON YOUR CUSTOMER SERVICE VALUES…

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Managing the Whole Stay: Customer Journey
ONLINE SEARCH
RESERVATION:
ONLINE/OFFLINE
CONFIRMATIONS/
PAYMENTS
COMMUNCIATIONS
EXCITEMENT LAST MINUTE INFO ARRIVAL
EARLY FEEDBACK SERVICE
PAMPERING/
RELATIONSHIPS
DEPARTURE
QUESTIONS
FEEDBACK/THANK
YOU
REMINDER OF
MEMORIES
INVITATION(S) TO
COME BACK
RETURN
What are your customer service needs for each step of the journey?
Values:
1. Authenticity
2. Empathy
3. Professionalism
4. Efficiency
Will Customer
Service Be
Proactive or
Reactive?

21. 21
Are your reactive channels communicating with values:
Professionalism, authenticity, empathy and efficiency?
Online Support Social Media/Review
Sites
Call Center
.
Email
Front Desk
VRM Customer Service
Reactive Channels
Reactive Customer Service Channels

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Customer Service Needs:
Map Out Your Customer Journey and Identify their needs
STAGE JOURNEY NEED
PROACTIVE/
REACTIVE
WHO?
ALIGN
W/VALUES?
A ONLINE SEARCH
INFO (PHOTOS, DESCRIPTIONS, FLOORPLANS,
MAPS, FAQs) WEBSITE FUNCTIONALITY, CONTACT
FORM
PROACTIVE
A ONLINE SEARCH ONLINE CHAT, EMAIL REACTIVE
A ONLINE SEARCH CALL CENTER SUPPORT REACTIVE
A
PAYMENTS/SIGNED
AGREEMENTS
PAYMENTS/INSURANCE/SIGNED AGREEMENTS PROACTIVE
A COMMUNICATIONS
PREEMPTIVE COMMUNICATIONS: WHAT DOES
YOUR GUEST NEED TO KNOW?
PROACTIVE
A
COMMUNICATIONS
ANSWER QUESTIONS REACTIVE
A
COMMUNICATIONS HOW CAN YOU COMMUNICATE TO CREATE A
RELATIONSHIP?
PROACTIVE
A LAST MINUTE INFO ROADS, WEATHER, WHAT TO BRING PROACTIVE

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Customer Service Needs
STAGE JOURNEY NEED
PROACTIVE/
REACTIVE
WHO?
ALIGN
W/VALUES?
S ARRIVAL: ONSITE PROACTIVE
S ARRIVAL: OFFSITE KEY CODES, SUPPORT, DIRECTIONS PROACTIVE
S IN-UNT INFO AREA INFO, HOME INFO, CHECK-OUT INFO PROACTIVE
S EARLY FEEDBACK EARLY DETECTION OF ISSUES/POTENTIAL ISSUES PROACTIVE
S SERVICE: ONLINE MAINTENANCE, CLEANING, ISSUES REACTIVE
S
SERVICE: IN-
PERSON
CONCIERGE REACTIVE
S
RELATIONSHIP/
PAMPERING
PROACTIVE
S DEPARTURE PROACTIVE
S FEEDBACK PROACTIVE

24. 24
Managing the Whole Stay: Customer Journey
ONLINE SEARCH
RESERVATION:
ONLINE/OFFLINE
CONFIRMATIONS/
PAYMENTS
COMMUNCIATIONS
EXCITEMENT LAST MINUTE INFO ARRIVAL
EARLY FEEDBACK SERVICE
PAMPERING/
RELATIONSHIPS
DEPARTURE
QUESTIONS
FEEDBACK/THANK
YOU
REMINDER OF
MEMORIES
INVITATION(S) TO
COME BACK
RETURN
What are your customer service needs for each step of the journey?
Stages:
1. Anticipation
2. Actual Stay
3. Memories
Values:
1. Authenticity
2. Empathy
3. Professionalism
4. Efficiency
Will Customer
Service Be
Proactive or
Reactive?

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Grade Your Own Paper
Have you defined and articulated your customer service values?
Do you have a customer service plan for every step in the customer journey?
Are there proactive tactics you can implement to preempt customer issues?
What you can you do to establish, solidify and/or improve relationships with your
customers in the anticipation stage? During the stay? After they leave?
Do you have the right people in your reactive channels solving your customer’s
problems? Are they communicating in ways aligned with your values?
Are you managing just the property, or are you managing the whole stay? Have you
mapped out your customer journey

26. 26
World Class Customer
Service for Vacation Rentals
VRMAWA
May 10, 2016
Amy Hinote, VRM Intel