5 Tips for Increasing Guest Satisfaction Survey Conversion Rates
December 10, 2015 12:46pm
by RJ Friedlander
These days, hotel guests are inundated with requests to complete online surveys and it’s not easy to get high participation rates. Yet, Guest Intelligence provides hotels with actionable insight into satisfaction levels and what it will take to deliver even better experiences for future guests. It is essential to make sure guests complete your survey in order to take the necessary action to improve results and boost revenue.
So how can you avoid survey fatigue and ensure that your survey stands out within a crowded email inbox? Here are 5 tips for increasing guest survey completion rates and prioritizing your internal action plan.
1. Improve email collection
Start by putting in place clear processes and tracking to increase the volume and quality of email addresses that you capture. Obtaining the highest percentage of correct email addresses from guests is crucial to maximize the sample size of your guest feedback. Train your staff to be aware of the importance of collecting correct emails. Incentivize them by setting email collection rate objectives with small rewards, making sure you communicate and share the results within your organization in order to build awareness and motivation. As a reference, a number of our clients are successfully collecting more than 70% of non-group email addresses.
2. Craft a compelling subject line & personalize your email
3. Implement an effective survey design strategy
Identify what you wish to accomplish in your surveys. A critical objective should be to gain detailed insight into what guests like and dislike to help prioritize operational and service improvements and positively impact your online reputation.
4. Prioritize mobile
Don’t assume that guests are completing surveys on a computer. According to ReviewPro research, an average of 60% of emails and 40% of surveys are answered on a mobile device. Make sure that your survey is built with a responsive design to adapt to all types of devices, in both portrait and landscape format.
5. Monitor completion rates and adjust as necessary
Identify which features drive the highest completion rates and generate the most valuable feedback. It is essential to have customizable reporting to keep a close eye on completion rates and take action where necessary. Monitor to track percentage increase in email collection rates as well as completion rates to your survey. Track and report your progress on improving key operational and service issues and measure how this is impacting your overall guest satisfaction scores and online reputation.
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RJ Friedlander is the founder and CEO of ReviewPro. With more than 19,000 clients, ReviewPro is world leader in Guest Intelligence solutions for independent hotel brands, destinations and investors. Prior to ReviewPro, Friedlander worked as the CEO of Digital Media at Grupo Planeta, one of Spain’s largest media companies.
Contact: RJ Friedlander
+34 67 771 96 64
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