Whether you monitor them or not, like them or not – even challenge them – online hotel reviews are a part of the hotelier’s business and managing them is top priority for US firm Opinonometer, which has introduced its reputation management tool, TouchPoint.
The premise is simple. It’s not about doctoring websites or challenging reviews – it’s about a communication system that relays customers’ dissatisfaction before they leave the hotel – giving hoteliers the chance to put the complaint right before the guest leaves.
TouchPoint is an in-room survey system that allows guests the ability to use their smartphones to access hotel guest satisfaction surveys in real-time while they are experiencing the service.
“The goal is for responsive hotel managers to intervene before an unhappy guest can post a negative hotel review online, potentially reaching thousands of potential future guests,” said Morgan Strickland, CEO of Opinionmeter.
“With access to real-time customer survey tools, managers now have the opportunity to solicit feedback and instantly respond to service issues before an unhappy customer broadcasts their displeasure through social media.”
A welcome pack with the hotel’s own QR barcode is placed in each room, restaurant or service location for guests to access the survey after scanning the QR-code with their smartphones.
If a guest submits an unsatisfied response to a survey question, TouchPoint will send a text message or email alert to the appropriate hotel staff, giving the opportunity for a member of staff to instantly intervene with the unhappy guest and take corrective action while the customer is still on the property stopping those less favourable reviews which can affect future bookings.