November 9, 2012 - These are actual review comments out there for all to see. it only takes a five-second Google search on “worst casino reviews” to find them. Whether such comments are posted on a travel review site, on Facebook, or on a travel writer’s blog – and whether they’re about your property or the competition – you’d want to know.

When you know what has dismayed or delighted guests, you have powerful insight into how to continually improve the guest experience – or how to capitalize on the competition’s shortcomings. You get honest answers to the perennial questions for hospitality organizations:

• What are my guests saying about me?
• What are their most and least favorite things about my brand, hotel or casino?
• How do they feel about our brand versus our competitors?
• What kinds of issues are causing recurrent guest complaints?
• What new services or amenities do guests most want to see us provide?

The good news is that you have more ways than ever to get those answers. Guests express themselves not only in your surveys and call center communications, but also in a variety of customer-generated avenues, such as emails, online travel reviews, social media posts and online comments to others’ blogs and posts.
 
Trouble is, there is almost too much of this information. a typical casino contact center, for example, might generate 70,000 call center records in a single month. What human would want to read all those records? What human could make sense of it all in an objective and systematic way?
 
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