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Practicum Report

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HOSPITALITY INDUSTRY CASE STUDY
Leading Hotel & Resort Brand Harnesses the Voice of the Customer to Improve the Guest Experience
About the Brand
One of the leading hotel and leisure companies in the world has over 1,000 properties spanning eight different brands in 100 countries and approximately 145,000 employees at its owned and managed properties. The company is also one of the premier developers and operators of high quality vacation interval ownership resorts.



We were specifically looking for a

tool that would provide the managers with a quick snapshot of the top ten guest compliments and top ten guest complaints each month... ...We also wanted to allow them to be able to drill down to look at the actual comments.

Challenge:
With a reputation for driving ever-higher levels of guest loyalty, satisfaction and brand advocacy, the hospitality company strives to continually improve its guest experiences. And what better way to accomplish that goal than by gaining a deep understanding of the wants, needs, and preferences of its guests? Indeed, collecting and analyzing customer feedback on an ongoing basis lies at the heart of the company’s day-to-day operations and overall growth strategy. Each of the hotels across the hospitality company’s entire portfolio of renowned brands automatically invites guests to complete a brief online satisfaction survey following their stay. The survey consists of standard questions with answer choices for rating different aspects of the guest experience, from the cleanliness of the room to the friendliness of the staff. The survey also contains questions with comment boxes for soliciting open-ended feedback.



HOSPITALITY INDUSTRY CASE STUDY

Tabulating the quantitative response information was easy enough. But compiling and interpreting the open-ended feedback was a different story altogether. These freeform

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