How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro

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How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro
CASE STUDY

           How Minor Hotels Combined
          Effective Tools and Processes to
            Increase Guest Satisfaction

THE CLIENT                                            THE CHALLENGE

Minor Hotels is a global company with                 In hospitality, it is often intuitive, rapid
a portfolio of six signature brands                   and reliable service recovery that makes
spanning 51 countries, and has been                   the difference between a good stay
operating for over five decades. The                  and an exceptional experience. As part
core values of the brand are perfor-                  of its commitment to making that
mance, entrepreneurship, and innova-                  distinction, Minor Hotels sought out the
tion. By defining and perfecting a very               tools and supporting processes staff
solid set of Standard Operating Proce-                needed to meet the company’s goals.
dures (SOPs) with the ReviewPro Guest                 The tool needed to help staff identify
Experience Improvement Suite™ at their                guest needs and issues while on site, as
core, the company was able to achieve                 well as areas for longer-term operational
its desired results—and then some.                    and service improvements, all in a
                                                      seamless and automatic manner.
“We’re big enough to deliver, but small
enough to care. We are driven by
passion and a quest for perfection.”
Dillip Rajakarier, CEO of Minor Hotels
                                                                      Luxury hotels may
                                                                 offer more or less the same
                                                                amenities, room standards, or
                                                              product features. To really stand
                                                              out, the whole experience from
                                                              A to Z needs to be special. That
                                                               is what the combination of the
                                                              ReviewPro tools helps us to do.

                                                          Marcus Christiansen, Director of
                                                             Operational Excellence,
                                                                  Minor Hotels

              Avani Quy Nhon Resort & Spa, Vietnam

                                          www.reviewpro.com
How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro
THE SOLUTION

The group onboarded the Guest                       Online Reputation Management
Experience Improvement Suite™ in                    (ORM)
December 2016. While the Online Rep-
utation Management (ORM) and Guest                  Tracks and monitors online guest
Satisfaction Surveys (GSS) tools were               sentiment including semantic
central to operations, the solution that            analysis and the Global Review
really brought it all together and ensured          Index™, an online reputation score
outstanding service was Auto Case Man-              exclusive to ReviewPro.
agement (ACM).
                                                    Guest Satisfaction Surveys (GSS)
The beta phase consisted of testing the
tools and rules at select properties and            Used to create in-stay and post-
using the experience as the basis from              stay surveys to gain detailed in-
which to formulate SOPs that would                  sights into what guests like and
eventually be rolled out to all hotels.             dislike. The results can be integrat-
These SOPs would go on to serve as the              ed with the hotels’ PMS to moni-
backbone of online training, onboarding             tor and pinpoint issues related to
of both staff and new                               specific room numbers or types of
properties, and supporting the majority             guests, and increase review vol-
of the internal processes that deal with            ume using the TripAdvisor review
service recovery. ReviewPro now forms               collection program.
part of the very fabric of Minor Hotels’
guest management ethos.
                                                    Auto Case Management (ACM)

                                                    Automatically assigns and tracks
                                                    issues related to guest feedback
                                                    to ensure that they are resolved as
                                                    quickly as they arise.

                                                    Guest Experience Improvement
                                                    Suite™

    Marcus Christiansen, Director of                Combines all three solutions to
       Operational Excellence,                      help the hotel group monitor and
            Minor Hotels                            proactively seek guest feedback,
                                                    automate workflows, and ulti-
    “The benefit we can sustain from                mately provide the information
   ReviewPro rely a lot on the quality              needed for both immediate ser-
     and effectiveness of the internal              vice recovery and longer-term
      processes. We have found that                 operational and service improve-
    when you can find the right data                ment to elevate guest experience
   inputs and partner it with the right             and boost revenue.
    people processes, you can make
          sustainable changes.”

                                    www.reviewpro.com
How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro
THE PROCESS                                     Here’s how the system works:

Staff are fully trained according to the        1 Guests who stay for three nights or
company SOPs which are supported by                more are sent an email on their sec-
the ReviewPro tools. In keeping with the           ond day at 10 am with a single ques-
company’s entrepreneurial spirit, issues           tion: ‘How satisfied are you with your
are dealt with at the property level               stay so far?’ They are asked how they
rather than at the corporate level. The            would like to be contacted (or can
company believes that hotel staff know             specify that they do not wish to be).
their guests best and provides the
training and empowerment they
need to keep guests happy.
                                                2 All responses to in-stay surveys trig-
                                                   ger the creation of a case which is
Method: GSS In-Stay + ACM                          sent to the relevant hotel workgroup
                                                   (duty managers, heads of depart-
In-stay surveys are employed to help               ments and hotel manager). The case
guests communicate needs or com-                   must be followed up within 20 min-
plaints while still on site. This                  utes to prevent it from being escalat-
real-time feedback enables Minor Ho-               ed to the General Manager.
tels to act quickly and provide elevated
service in the moment rather than wait-         3 By using the ReviewPro mobile app
ing until after the guest has checked out          the team can receive alerts, assign
to report and manage complaints. With              cases, leave case notes, or resolve
in-stay feedback timeliness is very im-            cases all while on the go.
portant, so the company
implemented automated processes and
procedures to react quickly, efficiently        4 The guest is always contacted in
and consistently. By integrating ACM               the manner requested at the initial
with in-stay surveys, Minor Hotels en-             touchpoint. If they do not want to be
sures that no issue is left unattended.            disturbed staff will wait until they are
                                                   out of the room to attend to any
                                                   in-room requests. The hotel always
                                                   leaves a small token of appreciation
                                                   and a thank you note to guests who
                                                   respond to the survey.

                                    www.reviewpro.com
How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro
3 Each departmental workgroup has 12
                                                       hours to add any information to the
      “We found some guests would                      case in order to ensure a coordinat-
     prefer not to raise an issue with                 ed response to the guest, including
       staff directly at the front desk,               why the incident occurred, how staff
        but after their stay they will                 responded, and what remains to be
      mention that there were things                   done.
     that were not working for them.
     At this point it is too late. In-stay
      surveys are a discreet, efficient             4 Once the information is added, the
      way of catching and resolving                    case is automatically escalated to the
      any needs or complaints while                    ‘Guest Response’ workgroup who
             guests are on site.”                      refer to the notes when responding to
                                                       the guest. This group has a maximum
    Marcus Christiansen, Director of                   of 24 hours to respond. All detractors
       Operational Excellence,                         and passives must be responded to.
            Minor Hotels

                                                    5 If the guest is not responded to within
                                                       24 hours, the case is automatically
Method: GSS Post-Stay + ACM                            escalated to the GM.
A post-stay survey is employed to
identify any issues during the stay, re-            6 Guest survey responses are filtered
spond to the issues, and use the                       using PMS data. This means that the
information for longer-term operational                company can pinpoint complaints
improvements and service changes.                      coming from specific room types,
                                                       room numbers, or guest types (such
Here’s how the system works:
                                                       as company or nationality) to make
                                                       longer-term operational and service
1 The day after check-out the guest is                 improvements.
    sent an email survey.
                                                    7 Minor Hotels also has a TripAdvisor
                                                       collection program in place in order
2   Each brand has a different survey,                 to increase freshness and volume of
    but all include a Net Promoter Score               reviews and boost TripAdvisor
    (NPS) question, a question about                   rankings.
    overall satisfaction and a
    question about whether the guest
    experienced any a problem during
    that stay. If the guest gives an NPS
    score between zero and six
    (detractor) or between seven
    and eight (passive), a case is
    automatically triggered for staff to
    respond to. If the guest indicates a
    problem, a case is automatically
    created for that department’s
    workgroup.

                                        www.reviewpro.com
How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro
“ReviewPro is a great tool for                          A 1 point increase in a hotel’s
        senior management who have                            Global Review IndexTM equals up to:
           limited time. With ACM’s
       escalation rules each active user                           +0.89%    +0.54%         +1.42%
                                                                    in ADR   in Occupancy   in RevPAR
       receives exactly what they need
                   to know.“
      Marcus Christiansen, Director of
         Operational Excellence,
              Minor Hotels

THE RESULTS
The impact of this integrated approach to
guest feedback management and service
recovery has been huge. Minor Hotels                            “We believe in encouraging guest
has seen year-over-year improvements                           feedback - the more data we have,
in key metrics for guest satisfaction and                     the more accurate decisions we can
guest loyalty. These metrics apply to the                     make. The importance is to focus on
entire company, representing a                               guest feedback data and avoid focus-
significant achievement.                                      ing on our gut feelings and what we
                                                             believe to be the areas of opportunity.
•     NPS results increased by 14% from                        This means focusing on data driven
      2016 to 2018                                            decision making by utilizing impact-
                                                              ful statistical analysis, before we add
•     GRITM increased by 1.3%                                 our expertise to truly make the data
                                                             actionable and insightful. ReviewPro
•     Management response time improved                      helps us to take full advantage of our
      by 30% (for NPS score of 0-6)                          data. These capabilities coupled with
                                                                our human processes has proved
                                                              to be a winning formula in ensuring
                                                              we maximize our guest feedback to
                                                                       achieve the best ROI.

                                                               Moving forward, we are excited to
                                                               continue our partnership with Re-
                                                              viewPro - the current and upcoming
                                                             features and overall system enhance-
                                                               ments are all focused towards en-
                                                             hancing experiences our guests can’t
                                                                    wait to come back for.”

                                                                     Marcus Christiansen,
                                                              Director of Operational Excellence,
                                                                         Minor Hotels

    Avani+ Riverside Bangkok Hotel, Thailand

                                               www.reviewpro.com
How Minor Hotels Combined Effective Tools and Processes to Increase Guest Satisfaction - ReviewPro
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