Customer Feedback in Social MediaDocument Transcript
Trends Report #2 Sam Herrmann Danielle Goodfellow Brenna Herzog HT-344Hospitalit and Tourism Marketing and Sales
Section 1 Customer feedback is one way business can be informed on how well their business isprogressing. Feedback can be about a product, the cleanliness of the store, customer service, or anyother characteristics of the company. Reactions from customers can help management resolveproblems they may have not realized were there. There are many types of feedback strategies thatcompanies may use. In the past, comment cards were often left in the stores to allow the customerto write about their experience. Some comment cards are blank, and others ask questions on howtheir service was. Phone calls are another type of feedback that was used in many businesses. Ittakes time and effort for a customer to call companies and speak to a representative. When thatdoes happen, usually the comment is very good or very bad. Spoken work is a common feedback forbusiness in everyday purchases. When a customer is checking out, an employee might ask if theyfound everything today or how was their experience in the store. After making purchases online,companies will often times put a survey at the end for the customer to fill out. Each of thesefeedback styles are still used today, but companies have now found new and trending ways to getfeedback that is more reliable and easier for the customer. Social Media is the latest and mostefficient way to get feedback from customers. Being able to track this sort of feedback is mucheasier. Customers can shared these comments with friends. Customers that use social media, have abetter chance of getting customers “true feeling”, meaning that they won’t be afraid to say whatthey really feel. The power of perceptions in shaping customer satisfaction rules our beliefs and actions.Value in perception relates to things like distinctivedeliberations, considerations, a thoughtful andmodifiedapproach, and many other refinements that can lead the company to believe they’regetting more than what they are disbursing. Active quality in perception can help reimburse for anyopenings in value in detail that could then bother or embarrass customers. You don’t exactly want angry customers, but you will never have 100 percent customersatisfaction if you don’t get the truth. Customers that are mad tend to help businesses improvebecause they will know what they are doing wrong. Companies can learn from the experience onlyto make them better. There are numerous methods to join with unhappy customers in a significantway. First, hold a meeting in person and show them around the facility and have a venting period.Also, work fundamentally; host an online section to get feedback from them. Finally, work one-on-one to comprehend their worries and talkto them independently. The reputation of a business relies on customer power. Customer power typicallydiscussesthe developingcapability of customers to post material online about their experiences with yourmerchandise or service. While consumers have continuously had a restrictedquantity of controlover the success or failure of any industry, internet feedback websites now rapidlyassemblecustomers’ thoughts together. These shared opinions can openlychange the probability of newcustomers to attempt trying that company. Networking with customers is asignificantcomponent oforganizing a business. Without clients, there is no business. One of the greatesttechniques to upholdyour merchandise or service and grow your consumer base is through promotion. Every businessadvertises themself to the community in some sort of way, some companies takingadditionalnoticeablestyles than others. And, a hugesegment of effective advertising starts fromaccuratelyreplying to customer feedback and emerging advertising plans that areimpendinghoweversafe. While social media continues to progress and the utensils used to examine an involvedonline public may transform, the standardmodification in customer behaviors is here to stay.Businessescannot point to a straight financial advantage from its social media, butbusinessadministrators see a settlement in two parts that eventuallyinfluenceincomes, customersatisfaction and brand loyalty. "The utility is not what it does to the bottom line but how it works asa marketing tool," says Marty St. George, senior vice president of marketing and commercial
strategy. "Real-time customerfeedback is a gift."Doing well in social mediaentailspermittingcustomerregulator of the note, to a certain extent. Though that is problematic formanybusinesses, that shouldn’t be a reason to overlook social media says Harteveldt. "Guess what--your brand is being discussed online anyway," he argues. “Bad messages now have the ability to goviral to thousands, even millions, of people in cyberspace”. Section 2 Customer feedback can be very important when it comes to social media. I have found onsecuritysales.com that customer feedback can have a very negative effect on businesses. Onewoman stated that “Personally, if I have a good or bad experience with a business, I oftentimes willtweet it or I’ll post it on Facebook. I’ll leave those comments up there for my friends and family toread,” says Kelly Ahern account executive for Caster Communications. If an individual has negativefeedback on a certain place that negative feedback will spread like wildfire.LinkedIn is a great way for people to get feedback on job availability. Many people can view andnetwork with a variety of different companies for future employment. Along with that, LinkedIn canimprove your resume in many different ways. You are able to see who views your LinkedIn account.Feedback on LinkedIn is mainly for jobs. If a company sees something that they do not approve ofor has negative feedback from viewing your page, you could be in trouble for other jobs to come inthe future. Millions of people are on Facebook and twitter. With that being said anything you say or putup on these networks stay forever. If you post an inappropriate picture, it stays on there forever. Ifsomeone else posts a picture of you that gives you a negative image it is in the internet forever.Many jobs today look on the internet at your Facebook and Twitter before they will hire you. Manypeople can lose their job due to negative feedback on their back. There are some positive sides to feedback on social media. Hotels and Restaurants are ableto market their businesses via Twitter and Facebook. You are able to like a Facebook page. On thesepages they are able to write specials that they are having and market their company so millions ofpeople can view them. I think this is a great idea. I myself, look at Facebook pages to determinewhat place I would like to visit and to get more information on their place. If they don’t haveinformation I go to one that does have information. I know that I am not alone with that. Manyyounger generation people are on Facebook at least 3 times a day, that is enough for many tourismplaces to market their businesses. You are able to market your hospitality business on LinkedIn as well. People are on socialmedia every single day sometimes multiple times a day. I believe that there is no better way tomarket your business over social media. There are many different things you are able to do onsocial media with promoting your business. Whether it is showing what kind of specials and dealsare going on, showing pictures of your business, or just posting information of what your businesshas to offer. It can all appeal to different people and that is what you have to figure out. LinkedIn ismore of a business hospitality place to have a target market for. Section 31) Potential Effects on the Business Landscape Customer feedback via social media is a growing trend in hospitality that could have somevery positive effects on the H&T business landscape. The most important impact we see is instantfeedback. No more looking at paper surveys or mail in questionnaires to get a customer’s opinion
on their experience. By utilizing social media, an operation can get instant feedback about how acustomer enjoyed their stay, meal, trip, or whatever it is they bought. If a restaurant posts theevenings specials on their Facebook page, customers will see that and can respond with theiropinions of the dishes, they can say whether or not they would eat them, and could even make areservation. A hotel could use twitter to have tech savvy guests tweet their satisfaction leveldirectly to the hotel instead of posting to a third party review site. Even small things like offeringcoupons or a percentage off by checking in on Foursquare or tagging the business in a post or tweetcould be used to promote customer feedback. If customers start using the social media four smallfunctions like tagging or checking in, they will be more inclined to start heavier use and eventuallybecome comfortable enough with it to start posting reviews, opinions, and even suggestions. Another potential effect on the business landscape could be one like Kimpton Hotels andRestaurants has made. They use social media to take suggestions from customers as to how toimprove their properties. Stacey Ellis, the Senior Director of Public Relations for Kimpton describesit as a conversational approach in the article, ”Use Twitter, Facebook to Connect With Guests” fromhotelnewsnow.com. Ellis mentioned that they issue fun surveys, such as, “If you could ask for anyamenity in our hotels, what would it be?” or “What new print should we put on our robes?” Doingsurveys like this to promote feedback are a great way to ensure that your guests will be moresatisfied. This is because they feel like they have a say in the stay. When customers get to makedecisions about a property they are staying at, or a restaurant they are eating at, they feel a sense ofownership and will be happier with the overall experience. Ellis also describes in the same article how Kimpton takes customer feedback one stepfurther. They not only post news and ask for suggestions; they ask guests and customers about allof their travel plans. Restaurants they’ve eaten at, sights they saw, airlines they flew on, etc. Theyalso post interesting tid-bits about things to do, interesting locales, and current happenings. Ellismentions, “Last year, there was an incident at JFK Airport in which airplanes had to wait to take offbecause a heard of wild turtles was on the runway.” These kinds of posts and surveys are whathave commanded the attention of Facebookers for Tablet Hotels in New York, a distributionnetwork for global luxury and boutique hotels. Mark Fedeli in an interview for the same articledescribed a contest Tablet held in which customers posted unique hotel news and stories for whichfans of the Tablet Facebook page could vote for the winner by ‘liking’ a post. This is just another ofpromoting customer feedback. By seeing what customers ‘like’ on a page, you can spot trends intheir wants and needs and create a product or service to fill the void.2) How will the trend change moving forward? Only those who refuse to see it won’t, but social media is the future. It is becoming theprimary use of communication for most young people, ourselves not so far in age from those youngpeople we are referring to. Social media is no longer a trend; it is a way of life. People are addictedto their technology, they live and die by their email, their phones, tablets, and laptops are their life.What does this have to do with customer feedback? Hospitality and hospitality related operationsneed to realize this to capitalize on it because it is here to stay. The sooner they realize it, the moreefficient they can run. By using even just the two most popular social media mediums right now,Facebook and Twitter, operations can keep up with exactly what their customers want. Our basicpoint is that this trend will change by operations learning to use their social media properly. It isgreat for advertisement, yes, but using them to get a sense of their customer base is a fantastic use.More ways we see this trend growing would be creating social media stations and even smallreminder cards. We believe social media stations, so to speak, would be a great way to promote customerfeedback. Most lodging properties already have computers that can be used by guests to checkemail, print off documents, etc. Having these computers be set up to direct a user to Facebook or
even to the hotel specific Facebook page so users can leave comments, tips, suggestions, or anythingelse they can think of. This would also eliminate the possibility of the customer not doing it on theirown, forgetting about it after departure, or just choosing to not do it. Hotels could even make tripsto these stations mandatory for a proper checkout. As for restaurants, there could be even atouchscreen kiosk or single computer at the bar or near the entry where customers could leavesuggestions, comments, complaints, etc. Another way of doing this that would be less forceful would be reminder cards no biggerthan a business card with the links to the different social media sites. This would be a moreefficient method for restaurants with not a lot of extra space or the budget to have computerstations. Danielle Deremo, who was interviewed for our trends assignment on QR codes, not only setup the QR code program at The Mirage, but she is also a Social Media Chair for the Las VegasInteractive Marketing Association. I asked her a few questions regarding customer feedback viasocial media and she agrees that this is really no longer a trend, rather a necessity and that the skyis the limit. This can be used to benefit operations in many different categories such as, “Was yourroom ready when you arrived?” to, “Is there anything we can do to make your meal better nexttime?”3) What will be needed to stay ahead of competitors? To keep the competitive edge will mostly be through promotion. The first step in the wholeprocess is promotion and that will be how a customer feedback through social media program livesor dies. Customers can’t do it if they don’t know about it. Informing upon check-in and remindingduring check-out as well as reminders throughout the whole cycle of the customers visit, whether itis a meal in a restaurant or a week-long stay in a hotel. Employees need to promote, but smallthings like table tents, and little “f” and “t” icons around a property do the job just as well. Another important way to keep the competitive edge is to make the customer want to do it.Offer an incentive such as a coupon, discount, or some other reward at the time of their next visit. Ifthe customer can feel attached to the process, they are much more likely to use the process.Customers want to feel ownership, and what better way to have customers feel ownership than tohave them think of ways an operation can be improved. Even if it’s as simple as them saying “Wehad a great meal”, you know that what you did was right for at least that customer and potentiallyfor the target audience that customer identifies with.
SourcesUnnikrishnan, Madhu, and Robert Wall. "All That Twitters." Aviation Week & Space Technology172.2 (2010): 42-44. Academic Search Complete.Web. 14 Nov. 2012http://www.ehow.com/list_7253760_types-customer-feedback.htmlhttp://ezinearticles.com/?The-Power-of-Perceptions-in-Shaping-Customer-Satisfaction&id=1248206http://www.hotelnewsnow.com/Articles.aspx/4920/Use-Twitter-Facebook-to-connect-with-guestsDanielle Deremo, Social Media Chair for Las Vegas Interactive Marketing Association