Customer Satisfaction and Loyalty Research
MEXICO CITY, Mexico / HORSHAM, Pennsylvania; February 9, 2005 – Grupo Posadas, S.A. de C.V., the leading hotel company in Latin America, has chosen LRA Worldwide to design and implement a Guest Satisfaction and Loyalty research program for its 87 hotel and resort properties in Mexico, Argentina and Brazil. LRA will administer the innovative “eSurvey” product via e-mail to guests immediately post-stay.
LRA was selected for the program in part due to its existing relationship with Grupo Posadas; LRA and Posadas are currently partners in a unique quality assurance program named Prometeo. Promoteo - a program comprised equally of standards development, brand compliance measurement, training and mystery shopping - has helped Posadas reach new levels of service quality, operational consistency and brand awareness in the marketplace. In the eyes of Posadas’ leadership, the eSurvey project was simply a natural extension of Prometeo, adding customer research to Grupo Posadas’ array of “Customer Experience Management” tools.
“For Grupo Posadas, the focus of all of these efforts has always been on the guest experience,” explained Michel Montant, Grupo Posadas Vice President of Operations. “If we can focus all of our efforts at every property on providing the optimal guest experience, both in terms of facilities and service quality, the bottom line will ultimately take care of itself. LRA has played an integral role in developing and implementing Prometeo, and the eSurvey will help us further focus on determining what is most important to our guests…and delivering that desired experience.”
LRA, a leading provider of Customer Experience Management (CEM) programs, has designed numerous research projects for its clients both inside and out of the hospitality industry. “Voice of the Customer” research is an important element of the company’s CEM Methodology, allowing clients to not only measure gaps between desired and actual customer experiences, but also to determine key drivers of customer satisfaction, loyalty and – perhaps most importantly – likelihood to recommend.
“The LRA-Posadas partnership is unique in that it originated in a mystery shopping program, but has developed into a far more involved brand-building and brand-delivery exercise,” said Fernando Fernández, LRA’s Senior Consultant for Latin America, Spain and Portugal. “Not only did the Prometeo program help Posadas build the brand that they had always envisioned, but we continue to help them bring that brand promise to reality with our quality assurance, and now our research work.”
According to Rob Rush, CEO of LRA Worldwide, these types of client engagements are the most rewarding. “When an existing client goes out of its way to grow their relationship with us, I think it’s the best possible recognition of the quality of work taking place,” Rush explained. “Fernando and the entire LRA-Posadas team deserve tremendous credit for taking a concept like Prometeo and turning it into a living, breathing – and growing – part of the Posadas corporate culture.”
About Grupo Posadas
GRUPO POSADAS is the largest hotel operator in Mexico and Latin America. It consists of five brands: Fiesta Americana, Fiesta Inn, Caesar Park, Caesar Business and The Explorean. These chains operate throughout the Americas, where the GRUPO POSADAS hotel company has had an enormous impact. The company has grown through continuous development, the exploration of new hospitality concepts, and its commitment to high-level service. With more than thirty years of operational experience, Posadas today manages 87 hotels in beach resort destinations and cities in Mexico, the United States and South America. For more information, visit the company’s Web site at www.Posadas.com
About LRA Worldwide
LRA Worldwide is a leading consulting and research company that specializes in Customer Experience Management (CEM). LRA helps companies and brands design and deliver exceptional customer experiences across all key touch points using an integrated suite of services that measure and improve service quality, customer satisfaction, employee performance, loyalty and profitability. LRA specializes in “operationalizing the brand” – turning brand promise and customer strategy into operational reality. LRA’s suite of CEM services include Standards and Practices Development, Training & Workplace Learning, Customer and Employee Research and Quality Assurance; these are deployed together in a process that continually monitors and improves the customer experience. LRA has deep sector expertise in the automotive, financial services, healthcare, hospitality, leisure & real estate, retail, consumer goods & services, sports and entertainment, and travel and transportation industries. For more information, visit the company’s Web site at www.LRAworldwide.com.
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|Pestana Hotels & Resorts Selects LRA Worldwide to Manage Guest Satisfaction Survey Program / January 2004|
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