What's Hot in Mobile Technology: A Customer Insight Perspective
By Megan McManaman Senior Product Marketing Manager, Chadwick Martin Bailey | January 17, 2016
Co-authored by Judy Melanson, Vice President, Chadwick Martin Bailey
Mobile technology's impact on the travel and hospitality industry is far greater than the ability to check in on your smartphone; it's impacting how we collect, understand and implement the insights we collect from our guests. It's also changing how we respond to guests with issues. In this article, CMB's travel and hospitality practice leader explores some of the exciting opportunities mobile technology presents for hotel guest insights – with the reminder to focus on the customer not on the technology.
The travel and hospitality insights industry has come a long way since the days when guest feedback was collected by the front desk staff – or a paper comment card left on the hotel room desk. While some hotels today continue to rely on a comprehensive (long!) online post-stay survey, considered a best-in-class standard for guest insights for many years, we believe it is time to embrace an in-the-moment, multi-method, mobile-optimized approach. We all know that mobile technology has disrupted the traditional customer journey – from dreaming about travel to looking at hotel options to booking the hotel room; we'd like to present options for transforming how we collect, understand, and use guest insights.
As technology has progressed, we can collect responses from more customers – more inexpensively than ever before. The insights industry has transitioned from collecting responses from a small sample of guests via the comment card or a post-stay telephone surveys to today's customer experience programs that invite every customer to share their thoughts and opinions. With smartphones and tablets now ubiquitous, it's time for the insights industry to adapt again. With mobile we can reach even more customers, at any time before, during, or after their stays. Although it may require change and transition, and 'killing off" the lengthy, post-stay questionnaires, there's a ton of opportunity in generating insights by leveraging the devices that guests carry with them all of the time.
Keep the Focus on the Customer
Before we present ideas for how hoteliers can better integrate mobile technologies into their insights initiatives, it's critical to remember WHY customer feedback is essential to a business. We want to ensure that hotels retain their focus on the tactical and strategic decisions they will make as a result of the customer feedback, including the opportunity to: