10 Ways to Get the Most from Customer Satisfaction
By Jonathan Barsky Partner, Market Metrix | March 23, 2014
Today, most companies collect some type of feedback from their customers. But many of these programs fall short. Some fail to get enough feedback. Some rely on one narrow channel. Others fail to take action, or engage employees in solving problems. Getting the most from your customer feedback isn't necessarily hard, but it does take commitment. Below you'll find 10 golden principles we have seen applied by the hospitality brands that consistently outperform.
1. Collect the Right Data
Different sources of customer input are better for some things than they are for others. The main sources of customer input include direct guest feedback, market perspective and social monitoring. All three have something very valuable, but distinctive, to contribute. Direct guest feedback, typically from guest surveys, helps you understand what's happening operationally, take action and build your property's reputation. Independent market perspective lets you benchmark your performance against competitors and discover emerging market drivers and trends. And finally, social media monitoring keeps watch of your online reputation and allows you to respond quickly to social input.
Each dimension of feedback has distinct value, but when you put them together they become even more powerful. By combining direct guest feedback, competitive benchmarking and social media, you get a complete view of your guests, your performance and your market. This enhanced perspective gives you control and removes guesswork so you can focus on the things that will create competitive advantage, build online reputation, and attract profitable guests.
2. Push Feedback to the Edge
There are many ways to push relevant guest feedback all the way to the edges of your organization, where service is provided and interactions occur. Customer satisfaction platforms provide real-time reporting so anyone can log in at any time to see the latest results. Key performance measures can also be distributed by email, or simply posted for employees to review.