[case] How do hotels use customer feedback to enhance social media expressiveness?

This article comes from Socialbeta Content partners @ Global Tour.

In order to use social media to enhance customer satisfaction, hotels need not only create data pages on the latest social networking platforms, they also need a high level of "social responsiveness". If I tell you one thing, how can I confirm that you have heard me? The only way is for you to respond. Whether we are sharing information or making a request, we need to make sure that the other person has received the information we have delivered.

The interaction between the customer and the hotel in the network is the same as the above.

"Listening" is a necessary condition in any program designed to improve customer satisfaction, but the hotel is not just listening. Imagine how you would feel if you made a request to someone and he or she just listened to you and didn't respond.

The speed and quality of the hotel's response will determine the customer's satisfaction with the service.

The hotel must respond more quickly. Technology to increase the hotel's focus on customer requests or feedback enables it to fully listen to guest information, which will simplify the process of internal response to requests at the operational level, and will make it easier to respond to customers and others who are concerned about the online interaction.

As the number of social dialogues in the tourism industry increases by one times every six months, it is necessary for the hotel to create efficient processes for each of the following three steps.

Daniel Edward Craig recently talked about how hotels should use customer feedback and use them to improve their performance in all aspects of the hotel. In this article, I want to explore the next step in this process: respond directly and openly to customer feedback.

The most direct form of response is to manage customer feedback on the comment site. You can comment from the hotel operator's perspective. For many hotels, every comment and answer is important because it can be seen by hundreds of people.

If a hotel makes a reply, it is not just serving the customer, it also sends a message to all those who browse the interactive information.

Corinthia Hotels will respond to customer feedback online, and the hotel is doing a great job. Jason Potter, who is responsible for social media strategies, says the goal is simple: "Provide services to customers when they need them." "By providing critical, immediate service, hotels can take advantage of disadvantages, eliminate customer dissatisfaction and make them feel satisfied." "No matter whether the customer is curious about something and needs a question, or a bad experience that requires an immediate response, we will solve it for them." ”

"Hotel groups have a certain risk of providing customer service on social media platforms and websites, but we are willing to take risks." In fact, whether we are involved in social networks or not, conversations about our brands continue. ”

"Customers have all kinds of expectations, so it's impossible for each customer to get 100% satisfaction every moment of the day," he said. Therefore, we should regard the social media platform as a channel for building relationships. ”

"We are taking advantage of disadvantage." In front of each customer, the way we solve the problem is open. This gives customers confidence in us. "It is vital to build credibility by increasing customer focus and responsiveness."

Rachel Kowalczyk of Amble Resorts told me what he thought, and I talked to a lot of hotel brand managers, and the idea of Kowalczyk was similar to those of the hotel managers:

"The hotel brand is now more like a customer's friend than a customer's parent." In the past, these brands have always maintained a perfect and reliable image, so that customers are convinced that the hotel will meet all their needs. ”

"Now, the hotel brand is more of a friend's role, just as the relationship between the hotel and the customer on the Facebook site, because customers want to join the hotel in the pursuit of excellence, rather than to get the static, claiming that the ' perfect ' experience. ”

The hotel's response time in real-time social networks, such as Twitter, is a key element. You may have a few days to negotiate with the team to provide a detailed response to customer feedback on the comment site, but by contrast, you have a much shorter response time on the social network.

Some problems do require you to take the time to investigate, but you should at least let customers know that you are already dealing with their problems.

As Potter said:

"Our goal is to respond to any problem within one hours," he said. We set strict rules on social strategy to try to achieve these goals-whether it is to solve the problem on the spot, or to let customers know that we are working to solve the problem. ”

A recent survey published in a Harvard Business Review article notes that the rate at which hotels solve problems is directly related to customer retention and loyalty. Therefore, the first task of the enterprise is to provide quick and simple solutions to the problem.

The focus of service is to reduce the amount of effort that customers spend on solving problems.

We can see that the hotel group, which has built the most interactive and loyal users online communities, has done the best job of providing customers with instant answers. You will usually find a large number of "@" information in the hotel group's microblog content. These hotels are involved in similar social platforms to serve target audiences, not just product promotions.

This approach will attract a group of actively interacting users to discuss your brand with each other. If you can use the above method correctly, you can provide high quality service, which is better than many other hotel groups through the service provided by the staff.

Gansevoort Hotel Group's chief digital strategy advisor, Josh Pelz, often forwards requests for advice and advice about the hotel to its personal microblog and Facebook fans.

Pelz after forwarding a question, his fans often respond to people who ask questions about the hotel, and these fans also mention that they love the hotel. This proves that social media is a very powerful sales tool, and hotels allow their fans to introduce the hotel's advantages to other potential customers.

Social media also plays an important role in hotel services, which extends the influence of Gansevoort Group to a platform where the hotel may not be actively involved.

Pelz said: "We can not every time a person encounter problems in time for them to solve, we are not omnipresent." But our communities often help us solve problems. "If someone says they can't get in touch with Gansevoort Group, the other members of our community will say ' email to Josh, here's his email address '. The role of online communities is surprising. ”

Another benefit of quick responses on live social networks such as microblogs is that you can find this information before a customer's complaints about the hotel appear in the comments site. In his previous essay, Craig put forward the concept of a "temperature detector".

You should often go to the social network to browse the relevant information and think about how to provide the best service to customers while they are staying in the hotel. Many of the negative comments are due to the fact that the hotel is not doing well in two ways: The hotel is having problems serving customers, and then there is a mistake in solving the problem.

Hotels can effectively provide real-time services through social networks to eliminate avoidable grievances, giving the hotel the power to dominate its online reputation.

High-prestige hotels can respond to customer feedback by changing the direction of the strategy, while hotels with a general reputation do not.

Responding to customers by responding to customer comments and social media activities can result in a cyclic response-response process, in order to build a reliable online reputation and continue to enhance the credibility of the hotel needs to go further: Based on customer feedback to the hotel operations and product adjustment, Craig in his article also mentioned this point.

If your hotel has taken this approach, you can upgrade your reputation management plan to a new level by changing the way you display and sell the hotel. You need to adjust your sales information so that it accurately reflects the products you provide and the customer's perception of the product.

What do you think of this method?

You can guide your online marketing team to deliver more information about the hotel features that customers most appreciate.

By making semantic analysis of feedback on social networks, you can learn what consumers think of a hotel's "secret weapon". By spending a lot of time talking about these "secret weapons", you are more likely to attract customers who will like your hotel, and they are likely to post positive comments.

The Roger Smith Hotel in New York is a good example of how the hotel's interior design is not modern, and it looks more like a village house for one of your artist friends. So the Roger Smith hotel is positioned like this: it is located in the center of New York, but it is a "peaceful and comfortable home" and looks forward to your arrival.

The hotel has a real positioning of its products, and they also set goals: to attract and allow travellers looking for such experiences.

Thanks to Roger Smith's approach and other reasons, the hotel has become a hub for New York's artists and digital media elites. It attracts some influential people, such as Chris Brogan, Ann Handley, CC Chapman and Pamela Slim.

No matter what type of hotel you work for, you have to understand their strengths and weaknesses, then you can set goals and give the customer a real picture of what they will experience in your hotel.

When we talk about interacting with customers and building brands, they are all about the hotel's display. If the marketing team at Beverly Hills makes a semantic analysis of their hotel's comments, they will find that the customer is most satisfied with the services it offers when staying at the hotel.

Beverly Hotel Marketing Team has a wealth of knowledge and experience, they know that they should show the hotel staff to provide world-class services to the practical example, because this practice than to promote "we provide the best service" more effective. Here's what they posted on the Facebook site recently:

"Our five-star concierge service team is the best in the world!" They had a wedding for two puppies and arranged for some bridesmaids and a best man, who prepared music, cakes and champagne, and a priest at the scene to host their wedding, as well as a honeymoon trip for two newly wed puppies. ”

In other words, the Beverly Hills Hotel's marketing team shares their unique selling points through an interesting picture and story.

This is great.

What about your social responsiveness?

Edward Perry in Worldhotels for more than 450 hotels in social media interactive management, he recently said at a meeting:

"From what I've observed, ' social responsiveness ' has become one of the most important problems facing hotels. ”

If the hotel wants to improve its "social skills", it needs to create a hotel page on the latest social network and actively participate in the community interaction on all these platforms.

I hope that after reading this article, readers can think about the above ideas. How responsive are you to commenting on websites and social networks? How does the feedback you see on these platforms affect your social media interaction strategy?

Listening is the first step, but responding to customer requests and feedback must be at the heart of the hotel's reputation management plan. (Wing Compilation)

Source: http://www.socialbeta.cn/articles/hotel-and-user-feedback.html