Radisson Hotel: Program for Measuring Guest Satisfaction
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Radisson Hotel: Program for Measuring Guest Satisfaction
Radisson hotel chain operated on the model of “Growth at any cost”, as they were growing the company, the hotel lacked a clear direction and faced the challenges of customer service inconsistencies. The hotel president and executive vice president took several initiatives to focus the hotel on more customer-focused brand. Some of these initiatives included a service guarantee, a guest satisfaction measurement program, employee satisfaction measurement program, and an information technology initiative.
Meeting and managing customers expectation is important because as long ascustomers are made aware of the services provided, they are less likely to be dissatisfied. One program that the hotel measured customer satisfaction and loyalty is through hotel guest complaint cards, which measured willingness to return, percent advocates, percent defectors, and percent complaints. This program was unsuccessful because the number of respondents was very small. For example, the Radisson Slavjanskaya hotel in Moscow received only 100 comment cards per month for 9,000 room nights. It can be difficult to obtain accurate feedback about how hotel is doing in accomplishing customer satisfaction. One reason it is hard to do is because many guests do not give their feedback unless their stay at the hotels was absolutely horrible.
Solution could be to increase the amount of feedback giving to the hotel by customer by having incentives to encourage customer to provide their feedback. Radisson could offer something to customer in exchange for rating the hotels performance, and then more people would probably respond.
Offer coupon for another stay or for a service form one of Radissons partners, merchandise such as coffee cup, hat, etc. or an entry into a prize raffle.
Provide guest who fill out the comment card or take survey over the Internet might receive a discount for their next visit.
Since customer satisfaction is vital to having a customer driven strategy, Radissons efforts to obtain accurate information is important. It is not only used to analyze how satisfied the customers and employees are, but also to identify the areas that need improvement or what methods are working. The work required for this area may take a lot of extra time and resources, but in the long run it will help increase profits.