White Paper
B4Checkin Feedback System Generates Responses Rate that Brings both Benefits and Responsibilities
January 4, 2012
B4Checkin is the developer of a state-of-the-art online booking engine and online feedback system and is generating an impressive response rate of more than 20% from its electronic feedback questionnaires.
Hotels using paper comment cards typically generate a response rate of 2%-3%. A great deal of these limited responses are generated by a particular issue or concern, making them difficult to infer that they are "representative" of the opinions of all guests.
B4Checkin's feedback system is generating response rates ranging from 17% to 38%. These responses, combined with a dynamic reporting system, give management insight into their guests that was previously unimaginable. This brings both benefits and responsibilities.
Some of the opportunities are obvious. Managers can quickly identify a guest's concern and respond immediately with a solution that can turn a guest with a complaint into a loyal guest. However, management has a responsibility to follow up to ensure concerns are rectified.
Managing communication is essential to achieving the feedback system's potential. Far too often, guest communication is not well managed or coordinated; for example, the feedback may be received in different employees' emails. B4Checkin coordinates this communication within the comment card software, which builds guest loyalty.
An unexpected benefit of a representative response rate is Capital Expenditure ("CapEx") decisions. Hotel capital budgets are limited, thus there is a need for prioritization. This prioritizing is often based on managerial assumptions, anecdotal information, or the last guest who spoke to a hotel employee. While all are important, they are not objective nor necessarily seen through the eyes of all guests.
A survey with a response rate of 20%, combined with dynamic reporting, can identify and prioritize guests' views for CapEx and other managerial issues - a powerful tool!
As a flat rate monthly fee, the B4Checkin Feedback System can become an essential part of your hotel operation. For these and many other benefits please contact us.
For more information contact:
Steve Miles
steve@b4checkin.com
902 423-3001 Ext. 201
www.b4checkin.com
