Optimizing User Feedback

By Jerry Tarasofsky CEO, iPerceptions Inc. | January 27, 2012

Your site could and should encourage feedback from your users. It makes sense to hear what people have to say. The more you listen, the sooner you can create a user experience that really connects.

Feedback is particularly important for the marketing team working on your site. They need to listen carefully to their audience. They need to understand what your users want and what they need in order to understand what upsets or pleases them. After all, if you don't know whom you are talking to, how on earth do you know what to say to them?

At the end of the day the key objective of most web sites in the hospitality sector is help boost revenues as an alternate reservation channel or to support and enhance the organizations marketing and advertising efforts as well as strengthen the organization's relationship with its customers. And because relationships are dynamic, what web site users need today to build a strong relationship with your hotel may be different from that of tomorrow.

By continuously listening to and responding to what users like and don't like about your property and/or its e-commerce media, a strong relationship is created that turns users into repeat customers and repeat customers into loyal advocates - in effect, your users become "in the trenches" visionaries for your hotel as well as advance scouts and pro bono consultants so to speak.

The key to building such loyalty is not only discovering these previously invisible connectors, but also knowing how to use them to increase the bond between the organization and the user. The deeper the bond, the greater the value each brings to the relationship, and the stronger the brand.

When organizations regard users as long-term assets, they maximize this exchange of value. By listening to users, responding to them and collaborating on what the relationship means from their point of view, an organization not only increases the web site's ROI, it gains other valuable benefits such as user advocacy, brand loyalty and trust.

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Coming up in September 2018...

Hotel Group Meetings: The Need for Speed

2017 was a banner year in the Hotel Group Meetings marketplace and that trend is expected to continue throughout 2018. Planners are experiencing a renewed sense of confidence due to a reinvigorated economy and increased job creation, which typically provides a boost in corporate meetings. Given this promising outlook, planners are maintaining a fast and furious pace, and they are utilizing an array of technologies to speed things up. For example, planner requests and proposals are expected to be turned around quickly; the mantra seems to be “as soon as possible, or sooner!” To that end, the use of electronic Request for Proposals (eRFPs) to source hotels and venues has increased in recent years, bringing many timely benefits to the Meetings industry. As a result, in order for hotels to attract and book meetings, they have to be willing to operate with a sense of urgency, which is the new baseline for success. Once on property, the need for speed doesn't diminish. Poken is a cloud-based event management platform, which enables attendees to easily and quickly connect, network and share contact info. ClickShare is a wireless presentation system that permits others in the meeting room to share their laptop with the presenter screen at the push of a button. Skype is useful in order to engage with remote participants in real time, and dedicated apps are being routinely used to drive registration and communication before, during and after a meeting. Finally, text messaging is replacing emailing and phone calls simply because it's quicker. The September Hotel Business Review will examine issues relevant to group meetings and will report on what some hotels are doing to promote this sector of their operations.