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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.
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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.
Bill
Freeman is CEO of The Freeman
Group, Ken Heymann is senior vice
president and partner of UniFocus
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