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Case Study: Accor

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Synthesio implemented a tool dedicated to monitoring the reputation of 12,000 Accor hotels and their
competitors. Designed in partnership
with Accor’s corporate marketing team, the tool analyzes the satisfaction of users at all stages of the
customer journey.

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Case Study: Accor

  1. 1. CASE STUDY: ACCOR IDENTIFYING & IMPROVING ONLINE REPUTATION IN HOSPITALITY THE CHALLENGE: A leading hotel operator worldwide and number one in Europe, Accor operates in 90 countries. With 4,100 hotels and nearly 500,000 rooms, Accor brands offer holiday options tailored for both business and leisure. Over 5,000 opinions are published each month about Accor’s various brands on sites like Booking.com or TripAdvisor. The company approached Synthesio to take a closer look at satisfaction-related comments for both Accor’s and competitors’ hotels - a total of around 12,000 hotels worldwide. For Yves Lecret, Novotel’s marketing director in France, the main challenge was “being able to detect guest dissatisfaction as quickly as possible and correct problem areas directly at their sources.” THE SOLUTION: Synthesio implemented a tool dedicated to monitoring the reputation of 12,000 Accor hotels and their competitors – directed at marketing and operational managers for each brand. Designed in partnership with Accor’s corporate marketing team, the tool analyzes the satisfaction of users at all stages of the customer journey. The results obtained by Synthesio are systematically combined with other internal quality indicators such as online satisfaction surveys and on-site guest feedback. THE RESULTS: Within the Accor group, the Novotel brand has seen the volume of positive feedback increase by 55% in just one year while the number of negative comments has remained flat. This has played an important role for the double-digit growth in online sales. “In just one year we saw our positive customer feedback online increased by 55%.” Yves Lecret, CMO, Accor Novotel. The brand has also been able to quickly identify and resolve customer issues that used to be difficult to understand. One example Yves Lecret gave was that, “We identified a problem with guests’ room keys being de-magnetized by their smartphones. We reported this problem to our supplier who was able to make the technical changes necessary to correct this issue”.
  2. 2. ABOUT SYNTHESIO Synthesio is a global social media monitoring company helping brands and agencies listen to, understand and engage with consumers worldwide. Synthesio helps clients cut through the social noise, focus on the conversations that matter most to the business, track and measure online reputation, collaborate and engage in real-time, and manage consumer relationships in one single, easy-to-use platform. By delivering social media data of the highest quality within 190+ countries & 50 languages, clients receive crucial insights into their market’s opinions, wants and needs, to drive real business value. DRIVING POSITIVE BUSINESS CHANGE, AND BUILDING STRONGER RELATIONSHIPS WITH CONSUMERS SINCE 2006.

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