hotel guest feedback programme- ideas

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Hotel Guest Feedback

Programme

Hotel Guest Feedback

Programme

AN APPROACH NOTEAN APPROACH NOTE


Approach Note-

Summary

Approach Note-

Summary


Key Components of the Guest Key Components of the Guest Feedback Programme Feedback Programme


Guest Feedback Questionnaire Design • Design of Questionnaire from a Guest perspective rather than an

inter-departmental one

• Need to provide opportunity for verbatim comments, reasons for poor ratings and suggested improvements

• Key metrics to measure customer advocacy and satisfaction like Guest recommendation

Feedback Questionnaire administered to every guest through a web link sent on an email

Feedback Questionnaire data analyzed through standardized reports that are segment-wise, season wise & link satisfaction to length of stay, type of room etc.




• Internal portal for publication of scores & communication of improvement initiatives on employee intranet

• Response to all guest who complete survey . Contact with unhappy guests and encouraging happy ones to become a fan or give a good review

• Top management email ID & appointment of an ombudsman for disgruntled customers to escalate

• Setting up a customer e-panel & adding appendages to questionnaire to pre-test improvement initiatives


Approach Note- Detail

Approach Note- Detail


Feedback Questionnaire: Content Feedback Questionnaire: Content & Design & Design

Feedback Questionnaire: Content Feedback Questionnaire: Content & Design & Design

• Questionnaire needs to be aligned to a guest’s perception of hotel attributes and not the department-wise summary– Attributes covered could be Service, Rooms, Cleanliness,

Value, Staff Attitude, Food & Beverage Quality, Entertainment & Recreation , Problem Solving & Repeat Purchase

– Attribute on Service could include room service, food & beverage service, service at pool/spa/casino etc.

– This is different from current departmental focus on Front Office, Restaurants, Lobby, Gym, Ayurveda centre etc.

• Questionnaire needs to provide opportunity for verbatim comments, reasons for poor ratings and suggested improvements– Open-ended comment sections in each attribute module


Feedback Questionnaire : Content Feedback Questionnaire : Content & Design & Design

Feedback Questionnaire : Content Feedback Questionnaire : Content & Design & Design

• Key Metrics that measure customer satisfaction and advocacy needs to be incorporated– Likelihood to recommend

• The most effective predictor of repeat purchases and customer growth

• The unique thing about Hotel X

– Likelihood to stay again• Likelihood to come back to Hotel X

• Likelihood to come back to Location Y

– Value for money– Reporting & resolution of problems

• Actual reporting of problem

• Satisfaction with resolution


Feedback Questionnaire Feedback Questionnaire AdministrationAdministration

Feedback Questionnaire Feedback Questionnaire AdministrationAdministration

• Guests sent an email the day after they check out– Email explains the survey and its objectives and

contains a link to the online questionnaire– Ensuring their views are captured soon after their visit– Ensures random sampling & gives every guest the

opportunity to rant to their heart’s content

• Guest asked to fill hardcopy during car drop off– Hardcopy of survey to be filled during the drop off


Feedback to Top Management: Feedback to Top Management: EscalationsEscalations

Feedback to Top Management: Feedback to Top Management: EscalationsEscalations

• Along with survey, need to communicate top management email ID like CEO@Hotel X.com for really disgruntled guests to send their complaints

• The email ID flows into a senior manager designated as “Ombudsman”

• Ombudsman assigns the complaint to the required department/s to do a detailed root cause analysis and fix the source of the problem

• Ombudsman evaluates the efficacy of problem solving and reassigns the complaint to the source department if the solution is not satisfactory

• Ombudsman takes the responsibility to communicate to the guest and ensure that the guest is fully satisfied with resolution


Feedback on Strategic Improvement Feedback on Strategic Improvement InitiativesInitiatives

Feedback on Strategic Improvement Feedback on Strategic Improvement InitiativesInitiatives

Opportunity to use the feedback questionnaire to test and statistically validate guest reactions to strategic initiatives and determine their relative value in terms of impacting guest satisfaction

• Monthly Appendages are added to the Regular Questionnaire

• Pre-test for initiatives like new beds ,guest amenities, breakfast offering, service-level enhancements etc.

• Pre and post scores are analysed

• Generates the confidence of knowing that when resources are expended to roll out new programs they will truly enhance the guest experience


Feedback on Strategic Feedback on Strategic Improvement InitiativesImprovement InitiativesFeedback on Strategic Feedback on Strategic Improvement InitiativesImprovement Initiatives

Greater insight through recent recruitment of a customer e-panel to give feedback on various strategic initiatives

• E-panel to consist of repeat guests

• Frequent management contacts with repeat guests

• Onsite guest focus-groups can be done with members of e-panel on an annual basis


Feedback on Third Party Forums Feedback on Third Party Forums Feedback on Third Party Forums Feedback on Third Party Forums

• Feedback on Third Party websites & blogs to be captured on a fortnightly basis– Identification of websites like tripadvisor.com,

virtualtourist.com etc.– Short-listing of websites which need to be scanned

regularly • Attribute based comparison (wherever available) or an

attribute based feedback of self & competition needs to be captured– Subjective assessment of attributes need to be made

(wherever comparison is not available) after reading the review

• Interesting verbatim comments in various forums to be captured. – Verbatim comments need to be incorporated in the analysis

report


Response to Guests giving Response to Guests giving Feedback Feedback

Response to Guests giving Response to Guests giving Feedback Feedback

Guest Feedback pre-sorted by positive, neutral and negative comments• Sorting on critical attributes : likelihood to recommend & repeat visit

A standardized communication strategy for all three categories• Feedback Response Officer quickly selects from approved communication

templates and remediation options listed to create a response.• Can insert personalized comments if necessary

Unhappy Guests• Need to reassure that Hotel X is working to make their stay better the next time• Further telephonic or email contact could also be made to apologize and to

start the “customer recovery process.”• Could give a small price off on next visit• Prevents most customers to stew on the issue and write negative online

reviews

Happy Guests• We can ask them the become our fan on Facebook • Request them to leave feedback on tripadvisor & tell the whole world that they

had a great time with us.


Analysis & Communication of Analysis & Communication of Feedback Feedback

Analysis & Communication of Analysis & Communication of Feedback Feedback

• Feedback should be analyzed segment-wise, season-wise– Important to segregate and analyze feedback from our

most profitable segments– Standardized Reports to relate perception to drivers

such as room type, price, length of stay ,spend, purpose of stay etc.

• A portal for publication & access of questionnaire data and analytical reports– Quick and easy access for all team members– Facilitates sharing of best practice and drives

competition– Enables departments to track their own verbatim

comments


Feedback Champion & Feedback Champion & Improvement TeamsImprovement Teams

Feedback Champion & Feedback Champion & Improvement TeamsImprovement Teams

A Senior Manager nominated as “Feedback Champion”. A small feedback cell reports to the feedback champion

1. Cell consists of a feedback officer (part time role) & a data entry operator. 2. Feedback cell to coordinate the administration of feedback, response to

feedback, generation of standard reports & publication of internal portals

Cross Functional Improvement teams set up that do root cause analysis & drive improvement initiatives– Root cause analysis is necessary to isolate the cause of trends with actual facts

. This can be identified down to specific time periods, rooms, personnel or other elements.

– The detailed open-ended comments can be used as suggestions of ways to ‘stand out’ and become new programs, even when the hard numbers would have caused them to leave well enough alone

Monthly review of Feedback results & Initiatives by Top Management – Ensure that all departments own and accept the survey process and results.– Stretch targets for improvement of feedback each team – Quarterly Rewards to be linked to Guest survey

• Create a sense of urgency by tying rewards to score improvement giving customers, in essence, veto power over raises and promotions


Guest Feedback ProcessGuest Feedback ProcessGuest Feedback ProcessGuest Feedback Process

• Regular Feedback Administration Process

1. Feedback questionnaire approved for the quarter by the Feedback Champion

2. Feedback administered to every guest during the car drop-off

3. Feedback link sent to every guest , one day after checkout through email.

• Email also contains ombudsman ID in case guest wants to escalate

4. Feedback Questionnaires compiled. Partly and incorrectly filled questionnaires rejected

5. Data entry of hardcopy feedback

6. Standard automatic email response sent to happy and unhappy guests after feedback is registered in the system by feedback cell

• Email response can be customized in case of need7. Any escalation mail is forwarded to the ombudsman by the feedback

cell

• Standard response sent to such mails


Guest Feedback Process Guest Feedback Process Guest Feedback Process Guest Feedback Process

Fortnightly Feedback from Third Party Forums1. Fortnightly online visit of third party forums like Trip Advisor by

Feedback Officer

2. Attributes scores of self & competition captured for every forum

3. Subjective scores on attributes wherever objective data is not available for every new review/feedback

4. Capture of interesting verbatim comments by bloggers & reviewers

5. Report generated with attribute scores & verbatim comments. Report passed onto improvement teams

Monthly/Quarterly Feedback for Strategic Improvement Initiatives

1. Department wanting to pre-test initiatives presents an appendage to regular questionnaire

2. Appendage approved by Feedback Champion and incorporated in the web link by Feedback Officer along with a webmaster

3. Data entry of pre-test or post-test results

4. Standard bar charts & table prepared by feedback cell along with raw data and passed onto the concerned department


Guest Feedback Process Guest Feedback Process Guest Feedback Process Guest Feedback Process

Analysis of Feedback 1. Standard reports generated publishing attribute scores.

2. Reports linking feedback to various drivers like guest segment, stay, room type etc.

3. Reports linking customer segments and other customer data to various drivers

4. Standard reports and verbatim feedback based on attributes passed to cross functional teams for analysis

5. Data of pretest passed to the concerned department for analysis

6. Cross functional teams analyze feedback, decided attribute based targets and initiate improvement projects

7. Departmental teams conducting pre-test or post-test analyze feedback and present steps to augment the strategic improvement initiative


Guest Feedback ProcessGuest Feedback ProcessGuest Feedback ProcessGuest Feedback Process

Communication of Feedback :Feedback Cell runs an Internal Portal to publish the following1. Standard Feedback Reports

2. Third Part y Forum attribute scores & verbatim comments

3. Pre-test Results & Post-test Results of strategic improvement initiatives

4. Monthly stretch targets for various attributes and action plan by cross functional teams

5. Success achieved by various teams

6. Teams that have got quarterly rewards

7. Good practices shared by successful teams

8. Number of escalations received by Ombudsman, cause of escalation, current status of resolution

9. Interesting stories and anecdotes relating to guests and guest feedback


Contact UsContact Us

Sarvajeet :+91 9920803060, [email protected]

Jasravee +91 9892301590


Sarvajeet :+91 9920803060, [email protected]

Jasravee +91 9892301590


hotel guest feedback programme- ideas

Documents

guest amenities

guest experience

guest perspective

guest reactions

party forums feedback

online questionnaire

content design questionnaire

hearts content guest