Six Tools for Measuring Service Performance

By Jesse Boles Executive Director of Operations, FreemanGroup | January 08, 2012

With so many measurement tools on the market, it can be difficult to determine which ones are the right solutions for your hotel or property. How do you know which ones you need? How can you combine them in order to get a well-rounded view of the guest experience you're delivering?

In my experience, there are six measurement tools that, when implemented properly, can generate a truly 360-degree view of performance. Below is some information that will help you navigate through your best measurement options and come up with the measurement plan that best suits your organization.

1. Guest Comment Surveys

Guest comment surveys are the most common, and probably most important, measurement tools that a hotelier can employ. The three big picture questions that all guest comment surveys should ask are:

  • As a paying guest, do you feel you got a good value for your money?
  • How satisfied were you with your experience at our hotel?
  • What is the likelihood you will return to our hotel and recommend it to others?

Most everything you ask beyond these three questions should be designed to determine what is driving the responses to these three questions. Your aim is find out what will make the guest perceive greater value. As you develop your survey questions, try to remain focused on what the guests want rather than on the service elements that you, as a manager, would like to see measured. Not all of the service elements that you would like to see measured are going to be in line with what's important to your guests. All guest comment survey questions should focus on the things most likely to influence whether or not a guest will return and recommend.

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Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.