One of the things that I find annoying about hotels is the feedback form.
I used to complete these but not anymore. I recently had one that was predicted to take 7 min
5 min too long.
Previously, I would complete them with positive comments, suggestions on how to improve their service and the occasional complaint. I have yet to receive a reply.
The Parkview Hotel in St Kilda is different. They specifically went out of their way to find out from their customers how they could improve their service. They changed at least 20 things in their recent refurbishment and heres an example.
You may be able to identify with this; my wife always complains about the hairdryer in every hotel we stay in. Its not powerful enough or its in the wrong place. The Parkview hotel recognized that this was also a concern for their customers. They relocated the position of the hairdryer and replaced their existing model with a more powerful Vidal Sassoon product.
The feedback from customers was excellent, but it also provided the customer with a specific experience to talk about.
You can almost picture the customers conversation with their colleagues and friends! I dont believe it! The Parkview hotel has implemented one of my suggestions
Providing customers with the opportunity to give feedback is invaluable. Tom O Toole, proprietor of the Beechworth bakery chain is a master at this. Tom told me that all of his bakeries supply feedback forms to their customers. Beechworth then personally reply to each customer thanking them for their comments and suggestions.
Beechworth Bakery is the most profitable bakery chain in Australia! Coincidence? No!
Another benefit from this approach for Beechworth and the Parkview Hotel is that they have identified their talkers and fans. How could this be of benefit?
Who better to send details of promotions too? E.G. special weekends, new products, details of awards or business deals and so on
Also who is more believable when singing the praises of these businesses?
There are tons of different customer feedback systems available that you could implement for your business within a week. Its seriously worth considering as a baseline product from which to grow your business.
Customer driven word-of-mouth feedback.
Next week Knowing your customers quick wins to increase sales
Mark Luckey is the managing director of WebSource pacific and roomsXML Asia Pacific. WebSource is an offshore software development company with an office in Melbourne and development teams in Pune, Hyderabad and Bangalore in India. www.roomsXML.com is an accommodation distribution system designed for travel companies focussing on accommodation,
with over 80,000 hotels available online, in real time, at net rates.
Source = roomsXML