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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