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10 Jul '16 - Maximising the Value of Guest Feedback


The hotel industry has become increasingly subjected to the world of reviews and many hoteliers feel they have no control over what is said about them. The good news is that you can control how you respond by monitoring and measuring feedback. It is a fact that 80% of dissatisfied guests can be reclaimed if you address their issues quickly and professionally.

Following are a few ways you can maximize the value of your investment in customer satisfaction and eGuestSurv;

1. MAKE SERVICE EXCELLENCE AND CUSTOMER SATISFACTION AN ORGANISATIONAL FOCUS

The single most valuable thing you can do within your organisation is to instil a culture of service excellence and an awareness of the importance and value of guest feedback.

eGuestSurv Tip: Educate all staff members as to the presence of eGuestSurv in your hotel even if they have no access to it so that there is internal transparency that all aspects of a guests’ experience, including interactions with staff members at every level are being rated continuously.

2. USE GUEST FEEDBACK TO GET A BROADER UNDERSTANDING OF YOUR BUSINESS

The feedback and data you receive on a daily basis enables you to identify patterns, trends and recurring inefficiencies within your business. Use this information to find new ways of better meeting your customers’ needs and expectations on an on-going basis.

eGuestSurv Tip: Regularly check your eGuestSurv Dashboard ratings and other analytics and read your guest comments to keep on top of incoming feedback.

3. ENSURE THE RIGHT PEOPLE ARE INVOLVED

Enable those responsible for specific areas of your business to be a part of the process. Ensure they are part of the company’s feedback strategy and empower them to take necessary action within their areas of responsibility.

eGuestSurv Tip: Keep your eGuestSurv notification lists up to date and ensure that the relevant Heads of Department receive these notifications and can act on them.

4. PROACTIVELY ENGAGE WITH YOUR GUESTS

Demonstrate your willingness as a company to engage with your guests. Improve your company reputation by being proactive and transparent in your dealings with guests, especially given the rise of social media, where “word of mouth” has become a powerful way of communicating both negative and positive feedback. Reactive responses and attempts to prevent a negative posting will lead to more negative feedback.

eGuestSurv Tip: Communicate with as many guests who provide feedback (good and bad) as you can. Be prepared to accept responsibility and make amends if necessary and as the situation dictates. Make good on your word to resolve issues and share the outcome with your guests. You can be sure that these efforts will not go unnoticed.

5. RESOLVE URGENT COMPLAINTS USING REAL TIME ALERTS

It has always been the case that the faster a company can resolve a guest complaint, the less potential for damage to your business. A guest will then more likely tell others about the great service he or she received.

eGuestSurv Tip: Check your dashboard for outstanding responses to guest comments and low rating alerts. The low rating alerts are extremely useful in alerting to potential problems and responding to these alerts as quickly as possible can often turn a bad or difficult situation around.

6. INFORM CUSTOMERS OF ACTIONS TAKEN

Guests need to know that their opinions are valuable (you did ask for them after all). It is essential to communicate the actions you have taken in response to their suggestions, comments and feedback. We refer to this as the feedback loop. It is vitally important that you close this loop by not only listening to your guest but by responding appropriately to their concerns. Your guest will be satisfied that their voice has been heard. This, in turn, should help engender increased customer loyalty and, ultimately, profitability.

eGuestSurv Tip: Check your open feedback loops by using either the reporting function to pull a report or check your Dashboard page to see at a quick glance how many open feedback loops still need attention based on the past 14 days. Ideally there should no open feedback loops left for this length of time.

7. SOCIAL NETWORKING AND ONLINE COMMUNITIES

Social networks and online communities have added a new dimension to guest feedback. Take advantage of this by engaging in on-going dialogue with your guests and getting their input and ideas before implementing change. In addition maximise the value of your feedback by featuring your guest comments online.

eGuestSurv Tip: On completion of an eGuestSurv online survey, your guests have the option to consent to their comments being published on your own website and other social networking sites. The “Search Guest Data” function on your Dashboard will allow you to retrieve this information. With a double check system in place, you add your consent to publish feedback that will add value to the marketing of your property online.

8. BUILD YOUR MARKETING DATABASE

Vital to any business is a growing, accurate marketing database that allows you to communicate news of your business, special offers and deals to your clients. This has become increasingly more difficult to do with stricter legal guidelines as to how you may and may not do so.

eGuestSurv Tip: Take advantage of the information your guests supply you with when completing an online survey. They have an option of giving you up front permission to communicate with them going forward by ticking “Opt In” on their surveys. Make use of the “Search Guest Data” function on your Dashboard to retrieve the information of guests who have given this permission and start building a new or add to an existing marketing database.

For more information contact:
Jo Crawford
011 792 7488
jo@divtech.co.za
www.divtech.co.za

 

LATEST NEWS

10 Jul '16 - Maximising the Value of Guest Feedback
A step by step guide to get the most value out of the guest feedback you receive.
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25 Jun '16 - Taking Guest Satisfaction into the 21st Century
Getting feedback from guests is widely recognised as being one of the most valuable tools in helping to maintain service standards in the hospitality industry.
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Need assistance or have a question? Please feel free to contact us:

Email: support@divtech.co.za

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