How to Involve and Incentivize Your Team To Improve Online Guest Satisfaction
By R.J. Friedlander Founder & CEO, ReviewPro | October 30, 2011
A recurring theme we see in hotels that are most popular in online guest reviews is that they make guest satisfaction a team effort. Continuously improving quality is coordinated between all departments by sharing online feedback and a plan for action. We see that the degree to which hotel executives take insights from reviews and turn this into measurable action steps for their staff is directly connected to how popular that hotel will be on the social web.
The Roger Smith Hotel in New York – widely recognized in the industry as one of the most advanced users of social technologies – understands the team effort required. Everything they do online – from creating content for publishing to selecting amenities to providing service – is coordinated among their entire staff based on guest feedback. For example, the inaugural edition of their online newspaper, The Jolly Roger, included advice on things to do in New York from the restaurant manager, director of sales, general manager, and an intern. Publishing this provides service to their customers and online audience. When it comes to online reputation management, review reporting is scheduled for key people throughout their hotel, providing a reminder to continually deliver remarkable service.
How can you involve your entire team in a similar way? Let's look at some practical steps to get the right people involved in your guest satisfaction improvement plan.
Step 1: Establish online feedback sharing mechanisms
Create reporting systems to share guest reviews with your hotel employees. Set up alerts to notify relevant department managers of real-time information that requires a rapid response. A tool created specifically for the hotel industry, such as ReviewPro, will make this process much easier. Coordinated quality improvement requires giving the right information to the right people at the right time so they can make decisions.
Communicate success internally as part of your program to improve online reputation. Sharing positive reviews with staff helps to boost morale and keep everyone engaged in delivering their best work. This is a technique employed by citizenM Hotels – recognized by TripAdvisor as the trendiest hotel in the world in 2010 and 2011. Reviews are printed out and posted in the staff break room to constantly remind team members of the importance of online reviews to their business.