How,Good,Feedback,System,Can,H business, insurance How a Good Feedback System Can Help a Hotel Assess Customer

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How satisfied areyour guests and customers - What impact does it create on your company’sprofits? How do you measure it?Guesswork and hunches will not help in understandingcustomer satisfaction levels. You need proof and valid data to consistently andregularly measure and monitor customer satisfaction. You need a customersatisfaction system which helps you study customer satisfaction levels and helpplan changes and re-alignments to provide best experience and service in thecompetitive market. What’s the need formeasuring Guest / Customer Satisfaction?Profitability at hotels is directly tied to customersatisfaction and employee satisfaction. The whole concept of customersatisfaction boils down to just one thing - if your customers are happy, theytend to be loyal which helps in retention of customers. And if they’re loyaland regular they not only visit the hotel and its other branches more but theyrefer other customers as well. Research has proven that hotels lose businessopportunities and competitive advantage due to unsatisfied customers. A good Customer/Guest Feedback system can help continuously measure customer satisfaction andidentify deficiencies and areas for improvement.This need is documented in a well-established research byBain & Company which is applicable in all customer based organizations andbusinesses wherein, an increase of 5% in customer retention can increaseprofits by 25% to 95%. The same study found that it costs six to seven timesmore to gain a new customer than to keep an existing one (Source: Bain &Company study in Harvard Business Review, 2001).In the present world it is known that one bad experienceof customer/guest can outweigh a whole lot of good experience and excellentservice. That bad experience can be easily shared and broadcast to thousands ofprospective and existing customers, magnifying its effect leading to adisastrous impact. The availability of online communities and review practicesamplifies this effect. So if your hotel is not providing the best of servicesand experience and is leading to unsatisfied customers, chances are that thesewill soon become widely known and will influence future bookings.It is imperative that any such short comings are quicklyidentified and acted upon. Customer satisfaction and experience at the hotel mustbe monitored and analyzed regularly to provide the hotel administration with factualdata to improvise and provide better and world class service every time. How can aGuest/Customer satisfaction system add value to your hotel?A good hotel feedback system can be critical to a hotel beingable to use measurement of customer satisfaction and guest satisfaction as akey tool to assess and encourage performance from its operating teams andpeople. Customer satisfaction reports can also be a good way to promote andpublicize a hotel’s special care for it guests and customers.Hotels are getting more receptive to the feelings thattheir guests and customers convey to them and this sensitivity is being used ina constructive way to foster better performance from the operating divisionsand people in the hotel. This is also a means to build better brand loyaltiesthrough the publication of customer satisfaction in dices.How will theGuest/Customer feedback system help distinguish the feedback provided?A good hotel feedback system should be able to capture theexact feelings that the guest has about the experience that he or she has hadwith the hotel and ideally this should be just after checkout or use of thefacilities. For instance if feedback from the hotel’s restaurant is taken justafter the meal this is likely to be more accurate than if it is taken a coupleof weeks later.A good hotel feedback system must be able to analyze thefeedback that the guest provides and translate these into intelligent andcomprehensive reports that give hotel management a summary of the overall guestsatisfaction that it commands. The reports must be able to drill down to showindividual areas of satisfaction and performance and further display individualsamong hotel staff who can be encouraged to give their best for the satisfactionof their guests.I personally am in favor of using the reports that a goodhotel feedback system can generate for the appraisal and reward of employeeperformance in the hotel. I have seen this work very well in some leadinghotels and when applied intensively, it results in an increase in staff moraleand showcases higher levels of performance and guest satisfaction.A good hotel feedback system can therefore bemore than just a measure of customer satisfaction. It can be an integralcomponent of the human resources policy and operations of a hotel. It can alsobe an effective component in the marketing and brand management program of thehotel.