Data-Driven Strategies Can Improve Customer Experience in Hotels


4 Ways Data-Driven Strategies Can Improve Customer Experience in Hotels

Posted on 26 January 2023

Venue Management


Excellent customer service is the key to any successful business, but it can be difficult to know where to start when trying to improve your customer service practices. Luckily, data-driven strategies can give you a concrete foundation on which to build a superior customer experience. 


Here are four of the most effective ways data-driven strategies can help you improve the customer experience at your hotel.


1. Understand Your Customers’ Needs and Wants

When it comes to understanding customer needs and wants, businesses need to collect as much data as possible in order to make accurate assumptions and create data-driven strategies. Data can be collected through surveys, interviews, focus groups, and observation.

The type of data that needs to be collected will depend on the business and the product or service being offered. However, there are some general types of data that should be collected in most cases:


Demographic information

Behavioural information

 Attitudinal information

This includes data about customers’ age, gender, marital status, income level, education level, etc. This information can help businesses understand the types of people most likely to purchase their product or service. This includes data about how customers behave when they interact with a business’s product or service. For example, what features do they use most often? What do they like/dislike about the product? This information can help businesses understand what aspects of their product or service need improvement. This includes data about customers’ feelings towards a business and its products/services. For example, how loyal are they? How likely are they to recommend the product/service to others? This information can help businesses determine a customer’s satisfaction with your venue.


2. Personalise the Guest Experience


When travelling, people want to feel like they are at home. This means having a sense of familiarity in an unfamiliar place. Hotels can personalise guest experiences by implementing small changes which make guests feel comfortable and welcome.


One way hotels can achieve this is by providing customised welcome messages. This could be as simple as having the name of the guest printed on a card and left on the bed, or a more elaborate gesture such as preparing a special meal or arranging for flowers to be delivered to the room for a special occasion, such as a birthday or anniversary.


Another way to personalise guest experiences is by allowing guests to choose their own room temperature and lighting levels. This gives them a sense of control over their environment and makes them feel more relaxed and comfortable.


Hotels can also provide toiletries that match the guest’s individual preferences, whether it’s scent, brand or type of product. This creates a feeling of luxury and indulgence, especially if products are locally sourced.


Collecting data about each individual guest—such as their preferences and special requests—can help you create a more personalised experience that will make them feel valued and appreciated. When guests feel like they are receiving personalised service, they are more likely to have a positive overall experience and become repeat customers.


3. Use Data to Train Your Staff


Another way data-driven strategies can help improve the customer experience is by helping you train your staff more effectively. By analysing data about customer interactions, you can identify areas where your staff could use more training. Additionally, by monitoring employee performance, you can ensure that training is actually having the desired effect on employee behaviour. 


There are many other types of data that can be used to train staff working at hotels to provide more extraordinary customer service.


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One type of data is called sentiment data. Sentiment data is a record of the emotional tone of customer interactions. It can be used to help trainers understand how customers feel about their interactions with hotel staff.



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Data that can be used to train hotel staff is text analytics. Text analytics is a method for extracting information from text documents. This information can include things like the topics that are mentioned, the sentiment expressed, and the key points made.



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Another type of data that can be used to train hotel staff is voice analytics. Voice analytics is a method for extracting information from spoken conversations. This information can include things like the emotions expressed, the topics discussed, and the key points made.


4. Monitor Customer Feedback 


Hotels are always looking for ways to improve the customer experience, and one way to do that is by monitoring customer feedback. There are a few different ways to do this, each with its own set of advantages and disadvantages.


One way to monitor customer feedback is through surveys. This can be done in person or online, and it gives customers a chance to share their thoughts on their stay. Surveys are a good way to get a lot of feedback quickly, but they can also be expensive and time-consuming to administer.


Another way to monitor customer feedback is through social media. Hotels can use tools like Twitter or Facebook to track what people are saying about them online. This is free and easy to do, but it only gives you a snapshot of what people are saying at any given moment. It’s also difficult to track negative comments without spending a lot of time monitoring social media channels manually.


Finally, hotels can also collect feedback from guests verbally or in writing after they have checked out. This is less immediate than the other methods, but it allows hotels to get detailed feedback from guests about their stay.


Dive into Your Data


By understanding these four ways to use data-driven strategies for improving the customer experience, you can ensure that every guest staying at your hotel has a positive experience from start to finish. Implementing even one of these data-driven approaches can significantly impact the level of service you provide guests. So what are you waiting for? Start analysing data from your venue management software and take your hotel’s customer service practices to the next level.


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