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MANAGING GUEST
SATISFACTION SURVEYS IN THE
AGE OF SOCIAL MEDIA
Guest satisfaction survey
• 42% : still important
• 58% : More important than before.
Why ?
 To understand Guest need
 To understand Hotel future development
 Engage guest and encourage there loyalty to imporve the revenue.
Circle
Collect,
analyze ,
feedback
Act with
feedback
Build
loyalty
and
advocacy
Increase
booking
How ?
• Online revieww (85%)
• Guest surveys
To answer to them :
 OTAS
 Tripadvisor
 Face to face
Online vs surveys
Online
• Unsolicited feedback
• Unstructured
• Unverified
• Public
• Written for travalers
• Indirect response
Survey
• Solicited feedback
• Structured
• Verified
• Private
• Written for hotels
• Direct response
Survey
Make the ultimate question :
• How likely is it you recommend the company to a friend or a colleague ?
• Grading with scale number
• Plus : Net promoter Score (NPS)
KPIs
• The global Review index for guest satisfaction across review sites
• The average Overall Score of Please rate your overall satisfaction
of your stay (or equivalent)
• NPS Score
Question design
Two ways of designing the question :
• Exploratory qualitative research about customer’s experience
• Quantitative survey
• Be clear
• Understand guest experience
• Follow up
• Use filters/ hide questions
Plus : Uniqueness, humor, well design …
Mobile
• Increase answer rates
• Greater involvement
• Instant comments (…)
Feedback
• Recognize positive feedback
• Coaching correctively on the negative feedback
• Immediate tactical adjustements such as quick wins
• Revenue interlocks, including actions that impact revenue
• Game changing ideas and suggestions for the long term
Respond
• Prioritize the answer
• Direct responses = trust + relationship
• Thank and apologize
• Follow up and invite back

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Customer satisfaction

  • 1. MANAGING GUEST SATISFACTION SURVEYS IN THE AGE OF SOCIAL MEDIA
  • 2. Guest satisfaction survey • 42% : still important • 58% : More important than before. Why ?  To understand Guest need  To understand Hotel future development  Engage guest and encourage there loyalty to imporve the revenue.
  • 4. How ? • Online revieww (85%) • Guest surveys To answer to them :  OTAS  Tripadvisor  Face to face
  • 5. Online vs surveys Online • Unsolicited feedback • Unstructured • Unverified • Public • Written for travalers • Indirect response Survey • Solicited feedback • Structured • Verified • Private • Written for hotels • Direct response
  • 6. Survey Make the ultimate question : • How likely is it you recommend the company to a friend or a colleague ? • Grading with scale number • Plus : Net promoter Score (NPS)
  • 7. KPIs • The global Review index for guest satisfaction across review sites • The average Overall Score of Please rate your overall satisfaction of your stay (or equivalent) • NPS Score
  • 8. Question design Two ways of designing the question : • Exploratory qualitative research about customer’s experience • Quantitative survey • Be clear • Understand guest experience • Follow up • Use filters/ hide questions Plus : Uniqueness, humor, well design …
  • 9. Mobile • Increase answer rates • Greater involvement • Instant comments (…)
  • 10. Feedback • Recognize positive feedback • Coaching correctively on the negative feedback • Immediate tactical adjustements such as quick wins • Revenue interlocks, including actions that impact revenue • Game changing ideas and suggestions for the long term
  • 11. Respond • Prioritize the answer • Direct responses = trust + relationship • Thank and apologize • Follow up and invite back