Customer satisfaction and dissatisfaction are increasingly expressed online. Capturing this information remains instrumental for most sectors, especially for hotels and restaurants. Bad word-of-mouth can destroy reputation and cut revenues.
In the hospitality sectors the norm is usually to have satisfaction surveys distributed to customers. 25 Hours hotels chose a different way.
As Bruno Marti, Chief Branding Officer, explains :
“In times of user generated content and online reviews we have completely stopped doing surveys and questionnaires and fully concentrate on the management of the most important online platforms”.
As a consequence they printed postcards to motivate guests to express their satisfaction (and most rarely of their dissatisfaction as everyone may expect). The card is handed to all departing guests to motivate them to review their stay on Tripadvisor or contact the general manager of the hotel directly if they have the urge to.
Our take on this customer satisfaction initiative
The cards tackle the satisfaction review from a new perspective, less formal and more humorous. This element of surprise is likely to generate above-average response rates. As such it’s also likely to generate positive word-of-mouth.
Posted in Marketing.
