Another key to the concierge

           Since 2010, Zingle has been growing extensively, having clients such as Hilton, Marriott, W Hotels or Ritz Carlton. In January 2014 Four Seasons Philadelphia has adopted this technology.

How does it work? 

Zingle is an instant message software conceptualized for businesses. Any demand or request can be sent via a mobile phone with an immediate response from the concierge department. This service aims to highly personalized customer service as well as provide an accurate and quick response to the customer. It is currently applied to the hospitality industry or the parkings. 

Chekitan Dev, Marketing Professor at Cornell University's School of Hotel Administration and author of Hospitality Branding, argues that texting is a more appealing tool because it is more immediate: "Not having to download an app saves a step and time, and anything that saves time will win in the marketplace. Plus, this saves voice message errors, waits time and allows for a text trail. This service is sure to resonate”. (Chekitan Dev)

At the Four Seasons Philadelphia, guests are allowed to text the conciergerie for anything they need, at anytime during the day, whether they are in or out of the hotel. They directly text a mobile number, linked to the concierge desk, it is as instant as mobile-to-mobile texting. The ease of use and speed of the demand treatment is very seducing for the demanding customers willing to have their needs quickly fulfilled.

With only 8% of the hotel guests staying loyal to a brand (Deloitte survey, January 2013), Zingle seems to be a good way to maintain a relationship: it has brought a higher level of positive guest reviews while lowering the demand treatment.

Indeed, customers are much more driven by the price than the loyalty, when selecting a hotel brand for their stay. Having this competitive advantage is an added value for the customer. He will remember this extra mile of service and will take the decision to choose an hotel brand with this technology rather than another one without. 

The system does not require extra staff as it is fully integrated in the conciergerie system: the staff has a direct access to the text messages on the dashboard of their screen. Four Seasons Philadelphia’s Hotel Manager, Michael Nenner, guarantees an answer in four minutes or less.

Does it ring the end of the good old concierge?

This new texting service is already really appreciated by the adepts of text messages; it relies on an existing technology capturing an existing market.

The concierge department is an institution of the palaces; it creates an extra relationship with customers. The human relationship is essential in a service industry, the customer appreciates to be considered and recognized.

Zingle is a complement to respond to the new technology trends and is acting as a side tool to back up the original activities of the conciergerie department. This tool won't ever replace the expertise and attention of the concierges, it simply adds on a complementary service, aiming to capture another type of clientele and rejuvenating the concierge department. 

Sources

“Loews and Four Seasons Personalize Guest Service with Text Message Concierge” , Hospitality Technology, January 2014 http://hospitalitytechnology.edgl.com/news/Loews-and-Four-Seasons-Personalize-Guest-Service-with-Text-Message-Concierge90721

Zingle website http://www.zingle.me

“Send a text, get a towel: Hotels try new concierge concept”, USA Today, January 2014 http://www.usatoday.com/story/travel/hotels/2014/01/02/loews-four-seasons-zingle-texting/4222525/

Image source: www.freedigitalphotos.com 

Video source: Youtube  

Amandine Peton & Mélanie Lesieur