Customer service survey has ever been the traditional way for hotel marketing, sales and general managers to get information and feedback to measure guest satisfaction level. But has anyone ever questioned the effectiveness of this massively followed routine of the hotel industry? Does it fetch the most accurate data? Is it useful in bringing back a disgruntled guest? Is it an efficient utilization of resources? And most importantly, is there something more innovative, more robust that hotel managers can do to enhance guest experience at their premises?
HotelCluster.com writes about the limitations of customer surveys questions and feedback form and how hotel managers start reconsidering and look to ways to change their methods if they were to maintain high level of customer satisfaction and effective customer service management system for their hotels. Here is the list of that will improve your hotel management system and provide the best service satisfaction to the guests.
The age-old method of requesting hotel guests to fill in a questionnaire around their experience at your hotel may soon become archaic. First, it does not reflect 100 per cent accurate data owing to general non-responsiveness from most clients; second, it does not help in rectifying the less-than-perfect instances a guest may have had at your hotel as the feedback is taken at checkout time when it is already too late to help resolve most issues.
The need of the hour, therefore, is to develop a new technique that lets guests forward their concerns to the top management while there is still time for dispute resolution. Also, a medium of communication that lets people speak directly to managers without any hassles would go a long way into improving guest satisfaction levels.
You can very well do without comment cards, feedback forms and other paraphernalia! A single feedback tool for customer feedback collection can instead let you achieve much more than what you were previously doing with all the activity around collecting and collating feedback. Besides saving precious resources, you also save on time spent in manually keeping records as these tools automate much of the process for you.
Give your guests a greater ease of personal interaction with the management and you’ll have a much better setting for getting exact updates about their ongoing experience at your property. An ideal feedback tool must alert you in real-time about any incidents that require attention, thereby putting you in a position to initiating direct contact with the guest to help resolve their concerns.
Feedback forms generally have a fixed set of questions that may or may not accommodate what the guest may actually want to tell you. On the other hand, if you allow for flexible feedback boxes for people to jot down their reviews, collating all the information becomes a tedious task. A great alternative to enhance efficacy in gathering information about guest experience is to allow people to directly voice out their concerns by introducing mediums for direct communication with management.
Surveys are impersonal and often non-interactive; whether you use a traditional paper-based form, a tablet tool, an online portal for reviews or cute-looking comment cards inside rooms and suites, you have little to no control over who participates in them. And to trust the statistics, most people would simply not bother about obliging you. Therefore, at the end of the day, you are left with feedback data collected from a tiny random group of clients, giving you a biased picture of how most guests are faring at your place.
Some new feedback tools are now showing great potential at overcoming the shortcomings of traditional survey forms, the ECO guest feedback tool being one of them. With dynamic tools and apps, you can remove the distortion in feedback data collected by ensuring greater participation and interactivity level. Besides having these features, you can easily find a feedback tool that also stores records of guests and intelligently uses their previous comments for personalized marketing plans.
The worst part about feedback surveys is that they are often too late to be acted upon. A negative feedback indicates a guest who would not return and would spread an unpleasant word about your hotel resulting in a further loss of potential business. While you can work on improving the conditions that caused your guest distress, you can do very little to get the same person choose your hotel for their next visit.
To avoid this unfortunate situation, you, as an hotelier, need to extend your services in resolving disputes as soon as they occur and make up for any accidental misconduct on your part. Just the fact that you pay ample attention to resolving issues quickly and efficiently will win you client appreciation.
Success demands innovation – so break free from the shackles of traditional ways and introduce new technology to get the best output from your investments in the hospitality industry. Just a smarter way of gathering feedback can change the way people perceive your services. So go ahead, explore and experiment with all available alternatives for modernizing the way you manage your hotel!
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