Managing to Measurable Results
By Leslie Johnson Director of Sales & Marketing, Grand Geneva Resort & Spa | April 21, 2013
In today's fast-paced and competitive environment, hoteliers are looking for ways to respond to customer feedback efficiently and effectively. As arguably the most important element for success, customer service must be measured and monitored regularly to address guest complaints, discuss issues with associates and keep guests coming back to your property. For nearly two years, the Timber Ridge Lodge & Waterpark in Lake Geneva, Wis., has incorporated the Net Promoter Score (NPS) measuring system to track and act on guest feedback.
Net Promoter Score
NPS is a loyalty metric that measures how likely a guest is to recommend a product or service. At Timber Ridge, the most common complaints are tracked and discussed on a weekly basis. The current top five issues (that we can control), serve as a topic for discussion every month. Some of these topics become themes for the entire resort staff to improve on – allowing the issue to disappear completely from the list of recurring issues in many cases.
Because Timber Ridge Lodge & Waterpark consists of 225 condominium suites, a 50,000-square-foot indoor-outdoor waterpark, a 3,000-square-foot arcade, a 3,500-square-foot ballroom and Smokey's Bar-B-Que House restaurant, there is a wide range of areas and departments where we need to measure and monitor customer service.
The NPS scoring system seeks to measure customer loyalty based on an easy question format: How likely is a guest to recommend "X." The response options range from zero (not at all likely) to 10 (extremely likely). We ask our guests three simple questions immediately following their stay while their experience is still top-of-mind:
How likely are you to recommend our rooms?
How likely are you to recommend our waterpark?
How likely are you to recommend Smokey's?