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Guest Research, Inc. has been providing
detailed feedback to our management staff
for three years. Never before were we able
to benchmark ourselves against like properties
in such detail, or to understand as clearly the
key rating trends. The reports are clear and
actionable, providing the tools we need to
focus our staff on the improvements of
importance to our guests. Guest Research
has acted as a partner throughout the
process, offering suggestions and
remaining flexible and patient as
we asked for more reports and "drill down"
information to make the data more significant
and actionable for each operation and its
management staff. We depend on Guest Research
and their reports not only in each of our
hotel and condominium properties, but to track
our dining, activities, and meeting planning
services as well. Without Guest Research and
the tools they provide us, we would have been
unable to make - and measure - significant
improvements in guest satisfaction in such a
timely and efficient manner.
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The foundation of any good listening or feedback
program is a comprehensive guest satisfaction
measurement and diagnostic system. Such a system must
(1) measure the satisfaction of a representative sampling
of guests; (2) accurately measure guest satisfaction with
all relevant aspects of the guest experience, overall
and by key customer and demographic segment; (3) provide
the diagnostic information to address specific areas
needing improvement; and (4) benchmark the property's
performance to that of similar-quality properties.
Above all, it must provide actionable information,
not simply ratings that, alone, are of limited value.
Hannah Marketing's guest satisfaction research system
is offered by Guest Research, Inc., our marketing research
division. The research has been carefully designed to meet
each of the above requirements. It is the most comprehensive,
independent feedback system in the industry, with its value
having been proven time and time again. Not simply a mini-survey,
it is for those independents that are truly serious about guest
satisfaction and guest retention.
The research utilizes self-administered surveys, either online or paper; with online surveys, performance ratings and guest comments are provided real time in a state-of-the-art Online Management Reporting System. Rating scales are typically either 5-point or 10-point, and Net Promoter Scores are provided. The unique design of the surveys ensures high response rates. To ensure maximum benefit is received from the research, the services include complimentary consultative support.
Our research can be a critical measurement component of a comprehensive, Integrated Quality Assurance System that includes performance standards, guest service training and mystery shopper inspections.
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