Measuring Great Service
When I was in San Francisco in September, I stayed at the W Hotel (a Starwood brand). I have nothing negative to say about the accommodations, service, and otherwise excellent treatment I received, but that’s not enough to warrant a blog posting. Like too many consumers, I ignored the questionnaire which accompanied my bill and asked me to rate my stay. A few days ago I happened to pick up the survey and take a look at it, and had I opened it when I was in San Francisco I would have been likely to fill it out because of how unique it was.
The short questionnaire had only 4 questions, and each made sense based on what I’d experienced during my three days there. The hotel wanted to know “who created a wow experience” (every staff member I met gave me their business card), “how the experience could be better next time” (I would have a hard time coming up with anything), and “will you return” (which also asked for an explanation), were three of the four. The last, asking for a 1-5 rating of the overall experience, was very unique and caught my eye most. Instead of the typical excellent, great, etc…, the 1 to 5 were labeled “not so fab, ehh, ok, good, and fabulous.”
There are many things that the W could have done that would have made me more likely to complete the survey (a follow-up email for example), but I do wish I had opened it before leaving and let them know how great and unique their service was. Ultimately, what impressed me was that everything (including the satisfaction survey) revolved around a culture of service. As someone who’d never traveled that far from home, it made all the difference, and if I ever visit on a non-work related trip, I’ll be sure to stay there again.
Ever so often, when seeking feedback from our customers, our focus is so much on what we want, our initiatives, our silos - that we forget is to make it easy for the customers. This is one area where following the KISS route is absolutely beneficial.
Also noted that the hotel were measuring loyalty too. And this case, the feedback they seem to get from you is pretty accurate - you are a promoter for them.
Cheers
Shub
http://whencustomersrule.blogspot.com/