How Hotel Chains Can Utilize Comparison Data
By Richard D. Hanks Chairman and President, Mindshare Technologies | October 28, 2008
The American Customer Satisfaction Index (ACSI) reported this year that customer satisfaction within the hotel industry declined over five percent from last year. The industry's final score? A not so impressive 71 out of 100.
That would also be known as a "C minus," if we were still school. Sure, it's a passing grade, but below average, and far below what the industry is capable of.
In other words, there is a lot to learn out there - about lodging customers and how to serve them. What if the industry as a whole could earn at least a 90? What if a single chain could score that high? Vacancies would be scarce, revenues would soar, and that chain would gain the reputation as the place to stay.
The truth is, it doesn't really take a great deal of effort. In fact, your customers are saying it all the time. The trick is how to hear them. This article discusses how best to go about obtaining actionable feedback from your guests, how it can help you adn what the potential benefits could be.
Getting to Know Your Customers
The secret to not just getting a passing grade, but jumping to an "A+" is in listening to your customers. Like teachers, they have all the information you need to succeed, but you need to listen closely, take notes, and take action on what you've learned.