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IHG Quality Monitor and Improve Guest Satisfaction
Presented August 2012Owner Summits
www.owners.org
© IHG Owners Assn
Guest Feedback Guest Feedback Guest Feedback Guest Feedback
• Definition of Feedback:
– Evaluative information derived from such a
reaction or response
– Knowledge of the results of any behavior,
considered as influencing or modifying further
performance
© IHG Owners Assn
It’s the whole experience: Delivered consistently
People
Product
Process
The hospitality industry, traditionally more
focused on the physical products, is waking up
to a consumer who is demanding consistent
delivery of the brand…and key to the success
of the brand is the people delivering it.
- Deloitte Hospitality Survey
The way a guest feels about your hotel is created by more than just the physical product…….
Focus on the whole experience
© IHG Owners Assn
Guest Experience
Championing the Real You
Awareness Walk In My Room Lobby F&B Farewell
How Our Guest Will Feel
© IHG Owners Assn
Guest FeedbackGuest FeedbackGuest FeedbackGuest Feedback
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat
• System launched April 2011
• Global system
• 10 pt scale
• Random sample
• Valid email addresses
• 12-months of data
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat
• General HeartBeat Survey Information
– 85% of guests that click into the email invitation
complete the survey
– 10% reduction in # of questions in January 2012
– Average time to complete survey in 2011: 10.5
minutes
– Average time to complete a survey in 2012: 8-10
minutes based on number of optional questions answered
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat
• Response Rate for the Americas
– Current response rate is approximately 17.2%
– Response rate has increased since daily sample was implemented at end of Q1 2012
– 80% of respondents leave detailed, rich comments about their experience
0
1
2
1st
Qtr
2nd
Qtr
3rd
Qtr
4th
Qtr
1st
Qtr
2nd
Qtr
3rd
Qtr
4th
Qtr
Over 1.6 million returns
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat
• Work continues to develop the system:
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat
• Work continues to develop the system:– Facilities and services scored, but not offered at hotel
– Does not impact overall OSAT score
– Guest does not have the option to go back and change response to OSAT score
– Consumer Insights will be further addressing this concern with the Brand Teams for next update to the survey in January of 2013
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat BenefitsBenefitsBenefitsBenefits
Leverage Reports to Improve Guest Satisfaction
• Dashboard
• Monthly Scorecard
• Guest Feedback Summary
• HeartBeat Alert Summary
• HeartMonitor Diagnostic Map
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat DashboardDashboardDashboardDashboard
* Dashboard currently shows hotel 3-month OSAT score
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat –––– Monthly ScorecardMonthly ScorecardMonthly ScorecardMonthly Scorecard
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat –––– Monthly ScorecardMonthly ScorecardMonthly ScorecardMonthly Scorecard
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat –––– Service/Physical RollService/Physical RollService/Physical RollService/Physical Roll----UpUpUpUp
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat –––– Priority ClubPriority ClubPriority ClubPriority Club
© IHG Owners Assn
Priority Club Question UpdatePriority Club Question UpdatePriority Club Question UpdatePriority Club Question Update
– Update to the HeartBeat survey took place on July 2nd
– Biggest change to the survey was to Priority Club questions, which included the following:
Previous Version Updated Version
Were you offered any bonus item or benefits at check-in? Deleted
Which one option best reflects what made you feel that you
were/were not "greeted" as a Priority Club Member?
Deleted
As a Platinum member, did you receive a complimentary
upgrade to a better room?
Deleted
As a Priority Club Rewards (Gold / Pltn) member, had the
hotel prepared for your arrival with a pre-assigned room
and registration form?
At the time of check-in, was your room key prepared
in advance and your check-in form pre-printed for
your immediate review and signature?
As a Priority Club Rewards member, did a front desk team
member acknowledge your membership status?
As a Priority Club Rewards [Gold / Platinum]
member, did a front desk team member
acknowledge your membership level status?
Were you referred to by name during your check-in? Added – 400 hotel pilot
© IHG Owners Assn
Priority Club Attributes Priority Club Attributes Priority Club Attributes Priority Club Attributes –––– Correlation to OSATCorrelation to OSATCorrelation to OSATCorrelation to OSAT
86.78
72.5
85.93
74.71
85.78
71.21
0
10
20
30
40
50
60
70
80
90
Acknowledge Greet Pre-Assigned
Yes
No
OSAT
* Data Source: Americas Region, all Brand Data
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat –––– Problem ResolutionProblem ResolutionProblem ResolutionProblem Resolution
© IHG Owners Assn
Problem Resolution Problem Resolution Problem Resolution Problem Resolution –––– Correlation to OSATCorrelation to OSATCorrelation to OSATCorrelation to OSAT
88.14
81.19
57.09
0
10
20
30
40
50
60
70
80
90
Overall Stay Experience
No Problem
Problem:
Handled Well
Problem: Not
Handled Well
OSAT
* Data Source: Americas Region, all Brand Data
© IHG Owners Assn
Guest FeedbackGuest FeedbackGuest FeedbackGuest Feedback
Internet service was
extremely slow
The beds are the
best!
The entire staff was friendly
and courteous
The staff were nice and the hotel was very clean
The pillows were not
comfortable
The air conditioner in the room did not work properly
© IHG Owners Assn
Guest Feedback Summary ReportGuest Feedback Summary ReportGuest Feedback Summary ReportGuest Feedback Summary Report
© IHG Owners Assn
Guest Feedback Summary ReportGuest Feedback Summary ReportGuest Feedback Summary ReportGuest Feedback Summary Report
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat Alert SummaryAlert SummaryAlert SummaryAlert Summary
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat Alert SummaryAlert SummaryAlert SummaryAlert Summary
© IHG Owners Assn
HeartBeatHeartBeatHeartBeatHeartBeat Alert SummaryAlert SummaryAlert SummaryAlert Summary
© IHG Owners Assn
HeartMonitorHeartMonitorHeartMonitorHeartMonitor Diagnostic MapDiagnostic MapDiagnostic MapDiagnostic Map
© IHG Owners Assn
HeartMonitorHeartMonitorHeartMonitorHeartMonitor Diagnostic MapDiagnostic MapDiagnostic MapDiagnostic Map
© IHG Owners Assn
HeartMonitorHeartMonitorHeartMonitorHeartMonitor Diagnostic MapDiagnostic MapDiagnostic MapDiagnostic Map
© IHG Owners Assn
HeartMonitorHeartMonitorHeartMonitorHeartMonitor Diagnostic MapDiagnostic MapDiagnostic MapDiagnostic Map
© IHG Owners Assn
• Too much content to listen to• No tools to make sense of it• Limited ability to respond and resolve
Social Media can be a challenge Social Media can be a challenge Social Media can be a challenge Social Media can be a challenge without the right strategywithout the right strategywithout the right strategywithout the right strategy
© IHG Owners Assn
The property dashboard viewThe property dashboard viewThe property dashboard viewThe property dashboard viewThe property dashboard viewThe property dashboard viewThe property dashboard viewThe property dashboard view
This is the
“Property
Snapshot”
dashboard
Each box shown
is called a
“Widget”
There are 9 widgits on the property dashboard displaying everything from
overall property sentiment to specific reviews on TripAdvisor.
© IHG Owners Assn
CymfonyCymfonyCymfonyCymfony WidgetsWidgetsWidgetsWidgets
• Overall Sentiment
• Category Sentiment
• Volume of Posts v. Competitors
• Social Channels
• Review Sites
• Latest Posts
• TripAdvisor Latest Posts
• TripAdvisor Overall Ranking
• TripAdvisor Attributes
© IHG Owners Assn
IHG Guest ReviewsIHG Guest ReviewsIHG Guest ReviewsIHG Guest Reviews
• Post stay email
• Brand.com page
• Hotel website
• PCR account page
© IHG Owners Assn
IHG Guest ReviewsIHG Guest ReviewsIHG Guest ReviewsIHG Guest Reviews
© IHG Owners Assn
Launch of ProgramLaunch of ProgramLaunch of ProgramLaunch of Program
Phase One
• HOLIDAY INN CLUB VACATIONS AND HOTEL INDIGO REVIEWS DISPLAY ON BRAND.COM& MULTIBRAND
Phase Two
• CROWNE PLAZA (51), HOLIDAY INN (119), HOLIDAY INN EXPRESS (117), STAYBRIDGE (12), CANDLEWOOD (22) INTERCONTINENTAL (17), KEY MARKETS
ENGLISH, SPANISH, GERMAN, CHINESE
KEY MARKETS (NEW YORK, CHICAGO, HOUSTON, SAN FRANCISCO, MEXICO CITY, LONDON, BERLIN, MADRID, SHANGHAI, BEIJING, SYDNEY
Phase Three
• All Hotels
• All Brands
• Launch: Q4
© IHG Owners Assn
–Publicly responding to reviews creates trust and influences future potential guests
–These are verified guests
–Content is on our siteand impacts direct bookings
–Reviewers expect us to respond
–Negative reviews are an opportunity to turn detractors into advocates
– Follow-up to negative reviewswhen improvements have been made
Why respond to Reviews?Why respond to Reviews?Why respond to Reviews?Why respond to Reviews?Why respond to Reviews?Why respond to Reviews?Why respond to Reviews?Why respond to Reviews?
© IHG Owners Assn
Social Media Customer CareSocial Media Customer CareSocial Media Customer CareSocial Media Customer Care
SMCC will review all negative
posts and reviews collected in
Cymfony Maestro.
A negative review is considered
a 1,2, or 3 star review or
equivalent.
Negative posts can be in blogs,
reviews, message boards, and
more.
Properties should be responding
to all negative reviews on
review sites.
© IHG Owners Assn
Working together to drive hotel Working together to drive hotel Working together to drive hotel Working together to drive hotel adoptionadoptionadoptionadoption…………
Learning Resources:
•Web Based Training
•Hard Copy of Training
•TripAdvisor Best practices
•Cymfony FAQ
•Social Marketing Toolkit
•Videos, and more!
There are 3 documents
and 1 video on the Social
Marketing Teamspace for
additional learning and
best practices.
© IHG Owners Assn
Improve the Guest Journey by listening!
Championing the Real You
Awareness Walk In My Room Lobby F&B Farewell
© IHG Owners Assn
IHG Americas Quality Atlanta ContactsIHG Americas Quality Atlanta ContactsIHG Americas Quality Atlanta ContactsIHG Americas Quality Atlanta Contacts
Chris Bagnato, VP Quality, [email protected]
Sean Sauer, Quality Director, [email protected]
Helen McDougal, Quality Manager, [email protected]
Guy Slabbaert, Quality Manager – East, [email protected]
Deborah Strong, Quality Manager – West, [email protected]
Ingrid Ballesteros, Quality Manager – Mexico/Latin America,
Quality – [email protected] Standards – [email protected]
Quality - Fax: 770-604-2478 Standards - Fax: 770-604-2248
