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Matching Guest Perceptions To Your Property's Standards

Guest comment cards tell you what guests think; mystery shopping services tell you about performance against standards. Since many hospitality organizations use both services, it's useful to understand the differences in the information provided and how to integrate the two kinds of data.

An effective shopping service scores measurable attributes, and the key is to measure what's important to guest satisfaction and loyalty. While a hotel may lose points for dust under the beds, few guests check under the bed. Yet a working TV is very important, and friendly staff members are essential.

To evaluate what matters, you may have to complete an "importance" study as you develop your guest surveys and standards.

This can be done analytically using survey questions, by using focus groups, or by using services from vendors who have already done the research. Remember, there may be different drivers of satisfaction and loyalty for commercial and leisure guests.

Once you have good standards and a solid survey, you can compare mystery shopping and guest data. For example, if your shopping results indicate poor service in the restaurant, but your guest feedback is positive toward the restaurant, you have a couple of choices. One is to adjust the standards to better match guest needs. Another is to increase guest expectations through promotions or higher prices. After all, if the guest is satisfied, there may be room to improve revenue. If there is no room to increase revenue, you may want to consider softening your standards if this will enable cost reductions.

The reverse is of more concern: If service meets your standards according to your shopping report, but the guest feedback indicates dissatisfaction, you must revisit your performance and the standards.

Integrating the two types of data (using a standard XY grid) provides an easy way for hoteliers to understand what needs to be improved. On the vertical axis, put the guest feedback scores, on the horizontal place the mystery shopping scores. Plot the overall scores of each department to identify areas that require your attention.

LH / LODGING HOSPITALITY / MARCH 1, 2003


 
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