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How Big Data Analytics Can Create a Positive Customer Experience
The use of big data in the hospitality industry has begun to transform the hotel guest experience by enabling hoteliers to identify trends in guests opinions about the service they provide. This data can then be used to improve guest relations, guest satisfaction and as a result, encourage repeat business.
How does Big Data help us to improve the guest experience?
As the hotel industry is highly competitive as essentially all hotels offer similar products and services, which means there is a great desire to establish a unique selling point, to set your property apart from competitors. Using Big Data in hospitality industry allows us to do just that.
Guest relations
Big data can transform guest relations. Savvy hoteliers use big data analytics to examine their products and service from a guest’s point of view. It allows you to examine marketing campaigns to ensure better engagement through personalised campaigns.
Guest Satisfaction
Hotels can effectively use data to gather feedback on guest satisfaction, their willingness to recommend the property to a friend and if the guest is willing to return. Traditionally, hotels used comment cards or surveys to gather feedback from guests. This offered hoteliers a general idea of how a guest enjoyed their stay. However, response rates were low and the data collected was minimal, as there was no time to go into great detail analysing results. These days guests are only too happy to take to TripAdvisor or Google to voice their opinions and make recommendations. Big Data allows hoteliers to anticipate guests expectations and exceed them, offering a positive guest experience.
Guest Loyalty
Delivering a great experience is essential to customer loyalty. Today’s guests have high expectations and loyalty can only be won by providing personalised services. By creating strong guest experiences hoteliers show guests that they are valued, customers. Data allows hotels to effectively build loyalty instead of fielding complaints! It allows hoteliers to see meaningful trends which can be converted into better service. Enhancing loyalty by addressing problems before they arise.
Top Tip: "Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway". (Moore, G 2014)
For more information on, the importance of Big Data in the Hospitality Industry read more Premium Digital blogs.
Premium Digital Working for Success in Hospitality, contact us today.
Premium Digital Working for Success in Hospitality, contact us today.
Written by Dáire Dillon
References:
Moore, G., 2014. Crossing the chasm. New York, N.Y: Harper Business.
In todays wold it is so important to listen to the customer and pay attention to their satisfaction (positive or not). There are now tools that can help us in hospitality to track this. I work in the hospitality industry and one very useful tool is TrustYou. It gathers data, mainly comments from different channels and it is so much easier to keep track of customer satisfaction. Thanks to your blog I know understand TrustYou gathers 'Big Data' and makes it easier for us to review.
ReplyDelete- Fernanda Pinate
Guest satisfaction is so important in the hospitality industry as if a customer has a good experience they will go out and tell 3 friends on average but if they have a bad experience they will go out and tell up to 10 friends on average. Using big data to understand your guests experience is excellent. You can also use it to understand your competitors guest's experience and then use this information to your advantage. You can use a customer data platform like 'Segment' to do this among many other tasks. Great read overall.
ReplyDeleteIn a modern, time poor environment ,customer centricity is key to success for most companies and customer data helps bring this to life. This blog demonstrates this point in a very thought provoking way. Working in a hotel that also utilizes "Trustyou" has had a positive impact on customer engagement. Big Data has also put the customer at the centre of decision making including policies , standards and staff training. Thank you for this further insight
ReplyDeleteThis is a very informative blog and it tells you what exactly it says in the title i.e. you give a very clear and concise snapshot of how big data can create a positive experience. The flow is really good and it summarises the areas where hotels can use big data. Maybe it would be good to mention examples of platforms that assist hotels with customer satisfaction such as reputation management platforms e.g. Revinate - scrapping all the reviews for a hotel from multiple platforms. This way hotels can relate to what they have or perhaps don't have to gather their big data.
ReplyDelete