Some may dismiss the classic hotel questionnaire as an outmoded feedback tool. But fact is that it has not lost its relevance. Guests answer hotel questionnaires while waiting in the check-in hall, on the train ride or while queuing in the supermarket.
For hoteliers, questionnaire systems have become an indispensable standard. But a modern questionnaire system does not only have the task of checking quality management! A modern integrated system like dailypoint™ fulfils seven tasks at once:
- Quality management
- Complaint management
- Enrichment of the guest profile
- Direct sales
- New customer acquisition
- GDPR compliance
- Improving Management Decisions
Anonymised questionnaires adé
Anonymised questionnaire results are an absolute no-go. For a high-quality evaluation, it is absolutely necessary to know who is giving feedback. After all, the evaluation is about analysing how the respective core target group of my hotel – and not the broad mass – evaluates the product. Only if the management knows who has given feedback and how the different target groups behave, they can also correctly assess the result of an analysis. If, for example, DINKS (Double Income no Kids) are the core target group, their statements are naturally of much greater importance for this hotel than those of families with children. It is the same if the Business Traveller is the main target group: In this case, the feedback from leisure travellers is more likely to be less significant. If the guests can be classified by means of a customer value analysis, such as the RFM analysis, the statements of regular guests are to be rated higher than those of one-time customers.
Value-based complaint management
A very important task is complaint management. Not least for this reason, anonymous questionnaires should be rejected on principle. With the RFM segments in dailypoint™, we offer you a value-based model to respond to customer complaints in a meaningful and individual way.
Generate guest knowledge
A response in the questionnaire often also equates to a specific interest, such as rating the spa or restaurant. Answers can be converted into valuable guest knowledge in dailypoint™ with the help of the Profile Engine. This way you automatically learn more about your guests every day. You can then use this unique knowledge stored in the central guest profile many times along the customer journey.
Push direct sales in a targeted way
Publishing content from your own guests on your hotel’s own website is not only helpful for SEO, but also increases credibility and thus the conversion rate on your website. Use the dailypoint™ widget or integrate feedback individually via API into your hotel website!
New customer acquisition
You should not only collect feedback, but also distribute it. Google, TripAdvisor and Holidaycheck often form a central element in the purchase decision. Therefore, a high list position is indispensable to increase new customer acquisition. This requires many current good reviews. You can achieve this by making it easy for consumers to submit reviews. A simple question or link is not effective here. For this reason, dailypoint™ offers interfaces to the most important portals, eliminating the need to register or create a profile. The result is a high number of feedbacks, combined with a higher credibility and a better list position.
Among other things, consumers have a right to receive all stored information – including questionnaire information – and to have data deleted or corrected. dailypoint™ offers a privacy dashboard specifically for this purpose. So make sure that you are also technically capable of implementing the requirements of the GDPR!
Clear management decisions with the two-component approach
Almost all hotel questionnaires today lack the question about importance. In order to increase the significance, however, the question of importance should be integrated into the component of the queried area. In market research, this is called the two-component approach. dailypoint™ is the first provider to offer this approach in the hotel industry. The question about the greatest need for action, for example, cannot be answered sustainably without the two-component approach. The following example makes this clear:
Example: How important are the following areas to you?
Linked to the question of satisfaction and linked to the core target group, management can use the two-component approach to make a clear statement in which areas to invest and where not. Finally, it is possible to clearly analyse what is most important for the core target group and what the satisfaction factor looks like.