managing guest satisfaction surveys in the age of social media
TRANSCRIPT
Managing Guest Satisfaction Surveys in the Age of Social Media
Lorine BenintendiMBA 2A Mrs Craig
Introduction
42% say that guest satisfaction surveys are still important
58% think that guest satisfaction surveys are even more important than ever
This is therefore extremely vital for hotelier or any kind of service business to manage guest satisfaction surveys
Why is it important? To understand consumers’ needs, hotels’ strenghts and areas you need to
improve To engage guests, create dialogue and relationships that lead to direct
bookings To enhance loyalty, therefore revenue
To be effective as possible you need to implement systems to collect and analyze feedback
Take action on feedback
Positive impact on loyalty, advocacy
Increasing direct bookings
Virtuous circle of guest feedback
Collecting guest feedback
Online reviews (85%): Comments from travelers to share tips
Guest Surveys: Travelers write to the hotels
The 2 most common ways to collect feedback are:
Response:
Via an internediary like TripAdvisor Direct answer face to face
Guest Surveys
Ultimate question: How likely is it you recommend the company to a friend or a colleague?
Grading is done via a scale of numbers
Net Promoter Score (NPS): Key performance indicator of consumer satisfaction
Best practices in designing guest surveys (1)
3 main indicators are showing the performance of the hotel: Global Review Index Overall Score Net Promoter Score
The effectiveness of a survey relies on the questions asked and who answers. There are two ways designing it:
Exploratory qualitative research about customers’ experience Quantitave survey
It has to be designed in a new and more interesting way
Make it uniquely yours and do not forget HUMOR!
Best practices in designing guest surveys (2)
Be clear on your goals Do not audit guests but understand their experience Focus on guest experience + Follow up Ask if the guest used a specific facility before asking a
question dealing with this particular place Use filters to show or hide questions accoding to facilities or
guest profile
GOOOO Mobile, mobile, mobile…
Increasing answer rates Greater involvement of customers Instant commentaries Improvement of client satisfaction To be relevant with your guests
Analyzing and acting on feedback
Recognizing the positive feedback Coaching correctively on the negative feedback Immediate tactical adjustments such as quick wins, red-alerts Revenue interlocks, including actions that impact revenue Game-changing ideas and suggestions for the long term
Responding to guest surveys
Prioritize your answers Direct responses: help to build trust and relationships with your
guests Thank, apologize, say you are going to follow-up and invite BACK
The way hoteliers reponding is extremely
important as the reputation of the business is in the
hand of the customer that complained