Presentation Transcript

1. Managing Customer Service in a Digital Age - The ExampleMaurice van der HeijdenTNS UK
2. The Digital Age challenges for hotels
3. The Hospitality Business – Everyone has an opinion!
4. Our Research: How are Rating sites used? Travel Blog Readers 50% use rating sites Use 3.5 sites per trip Travel Blog Writers 10 % write on rating sites A lot of people use them, not a lot of people write them……
5. The Digital age – Multiple Dilemmas A minority influences a majority, how can you reach these influencers? How can you create more influencers, so their views will represent your service offer better? Do rating sites help you improve your customer service offers?
6. Canyou use Tripadvisor for customer service improvements? TripAdvisor Feedback can be about anything or nothing Feedback is not spread consistently over hotels Feedback is not always reliable Feedback is timed randomly Excellent for marketing purposes Real-time customer feedback system Questionnaire touches all aspects of service Feedback is gathered in relation to number of guests Feedback is timely Feedback comes from people that have used the services Excellent for improving customer service
7. The case studyImproving customer service with a Real-time customer feedback system
8. Our journey towards customer satisfaction with Scandic 2008 Based on their ethos of Quality Everywhere, Scandic wanted to drive guest loyalty. They decided to do this by supporting their hotel management in understanding guest satisfaction and to directing improvements TNS started a monthly guest satisfaction survey, done on-line, with a simple portal and monthly reports. Scandic used this very successfully for a few years, but started to run into limitations of the method. 2012 It became clear that: The time gap between feedback and experience needed to be a lot smaller in order to get better feedback to support operational changes As part of the commitment to quality, they want to get feedback from all guests They needed a tool that could identify negative guests quickly and provide them with a system to remedy this immediately The Real-time Feedback System was introduced
9. The basic principles for Scandic Potential Users of a Feedback Management System differ widely within any hotel group: Reservation department; Hotel Management; Front desk; Food & Beverage Event Planning. Scandic’s philosophy is about Quality, but clean and simple. Any tool has to embody this, both in appearance and use.
10. In line with the Scandic Philosophy Fictitious data
11. Simple and Actionable by Anyone – The Simple Bits 1. What should I do NOW? Fictitious data 2. Am I improving? 3. What do I need to focus on?
12. Fictitious data Simple and Actionable by Anyone – The Actions Fictitious data Fictitious data
13. The Verdict so far The number of respondents has quadrupled with the new approach, giving more stable insights for individual hotels About 500 Scandic staff use the portal and results on a DAILY basis and are working to improve their customer service Scandic’s Customer satisfaction score has gone up year-to-year And……..it has impacted the digital influencers!
14. Scandic’s customer service focus resonates with the travel blog community “Each year TripAdvisor awards a Certificate of Excellence to hotels that have received excellent reviews from their guests. Only 10% of all the hotels represented on TripAdvisor have been given this honour. Forty of Scandic’s hotels have now received a Certificate of Excellence, accounting for almost 26% of Scandic’sportfolio”
15. Improved Customer Service will drive Ratings and Brand Choice More Guests Stay Improve Better Ratings Real-time feedback
16. Managing Customer Service in a Digital Age - The ExampleMaurice van der HeijdenTNS UK