If I tell you something, the only way I can be sure you heard it is if you respond. Whether we’re sharing information or making a request, we need some type of confirmation to know the communication has been received. It’s no different for people interacting with hotels online.
Listening serves as a prerequisite for any program designed to improve customer satisfaction, but it cannot end there. How would you feel if, when you ask someone for a request, they simply listened to you – then went on with their day? The speed and quality of your response will determine the guest’s level of satisfaction with the service you provide.
In this article, I want to explore how this looks for hoteliers today: the process of responding to guest feedback directly, and often, publically.
Response form #1: Replying to Guest Feedback on Review Sites
Management responses on review sites are the most direct form of response. They allow you as a hotelier to tell your side of the story. And for many hotels, each review and response is seen by hundreds of people. With one response, you’re not only serving the guest – but sending a message to everyone that is reading that interaction.
Response form #2: Responding to feedback on the social Web
Time to response on real-time social networks like Twitter is critical. While you may have a few days to work among your team to provide a detailed response to feedback on review sites, the opportunity window on the social web is much shorter. Obviously, some issues require a little investigation – but aim to at least acknowledge a person’s issue as quickly as possible here.
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