Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere

Hospitality : this postcard leverages customer satisfaction

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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.

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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