The document outlines a comprehensive guest feedback program with the following key components: 1. A guest feedback questionnaire designed around guest perceptions rather than departments, allowing for open-ended comments. 2. The questionnaire is administered to every guest digitally and measures advocacy, satisfaction, and improvement suggestions. 3. Feedback data is analyzed in standardized reports and used to drive continuous improvement initiatives across departments. 4. Unhappy guests are directly contacted while happy guests are encouraged to promote the hotel, with an ombudsman available for escalations.

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Hotel Guest
Feedback
Programme
An Approach Note

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Approach
Note-
Summary

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Key Components of the GuestKey Components of the Guest
Feedback ProgrammeFeedback Programme
Guest Feedback Questionnaire Design
• Design of Questionnaire from a Guest perspective rather than an
inter-departmental one
• Need to provide opportunity for verbatim comments, reasons for
poor ratings and suggested improvements
• Key metrics to measure customer advocacy and satisfaction like
Guest recommendation
Feedback Questionnaire administered to every
guest through a web link sent on an email
Feedback Questionnaire data analyzed through
standardized reports that are segment-wise,
season wise & link satisfaction to length of stay,
type of room etc.

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Key Components of the GuestKey Components of the Guest
Feedback ProgrammeFeedback Programme
• Internal portal for publication of scores &
communication of improvement initiatives on
employee intranet
• Response to all guest who complete survey .
Contact with unhappy guests and encouraging
happy ones to become a fan or give a good
review
• Top management email ID & appointment of an
ombudsman for disgruntled customers to
escalate
• Setting up a customer e-panel & adding
appendages to questionnaire to pre-test
improvement initiatives

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Approach
Note-
Detail

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Feedback Questionnaire: ContentFeedback Questionnaire: Content
& Design& Design
• Questionnaire needs to be aligned to a guest’s perception
of hotel attributes and not the department-wise summary
– Attributes covered could be Service, Rooms, Cleanliness,
Value, Staff Attitude, Food & Beverage Quality, Entertainment
& Recreation , Problem Solving & Repeat Purchase
– Attribute on Service could include room service, food &
beverage service, service at pool/spa/casino etc.
– This is different from current departmental focus on Front
Office, Restaurants, Lobby, Gym, Ayurveda centre etc.
• Questionnaire needs to provide opportunity for verbatim
comments, reasons for poor ratings and suggested
improvements
– Open-ended comment sections in each attribute module

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Feedback Questionnaire : ContentFeedback Questionnaire : Content
& Design& Design
• Key Metrics that measure customer satisfaction
and advocacy needs to be incorporated
– Likelihood to recommend
• The most effective predictor of repeat purchases and
customer growth
• The unique thing about Hotel X
– Likelihood to stay again
• Likelihood to come back to Hotel X
• Likelihood to come back to Location Y
– Value for money
– Reporting & resolution of problems
• Actual reporting of problem
• Satisfaction with resolution

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Feedback QuestionnaireFeedback Questionnaire
AdministrationAdministration
• Guests sent an email the day after they check out
– Email explains the survey and its objectives and
contains a link to the online questionnaire
– Ensuring their views are captured soon after their visit
– Ensures random sampling & gives every guest the
opportunity to rant to their heart’s content
• Guest asked to fill hardcopy during car drop off
– Hardcopy of survey to be filled during the drop off

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Feedback to Top Management:Feedback to Top Management:
EscalationsEscalations
• Along with survey, need to communicate top management
email ID like CEO@Hotel X.com for really disgruntled
guests to send their complaints
• The email ID flows into a senior manager designated as
“Ombudsman”
• Ombudsman assigns the complaint to the required
department/s to do a detailed root cause analysis and fix
the source of the problem
• Ombudsman evaluates the efficacy of problem solving and
reassigns the complaint to the source department if the
solution is not satisfactory
• Ombudsman takes the responsibility to communicate to
the guest and ensure that the guest is fully satisfied with
resolution

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Feedback on Strategic ImprovementFeedback on Strategic Improvement
InitiativesInitiatives
Opportunity to use the feedback questionnaire to test and
statistically validate guest reactions to strategic initiatives
and determine their relative value in terms of impacting
guest satisfaction
• Monthly Appendages are added to the Regular Questionnaire
• Pre-test for initiatives like new beds ,guest amenities, breakfast
offering, service-level enhancements etc.
• Pre and post scores are analysed
• Generates the confidence of knowing that when resources are
expended to roll out new programs they will truly enhance the
guest experience

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Feedback on StrategicFeedback on Strategic
Improvement InitiativesImprovement Initiatives
Greater insight through recent recruitment of a customer e-
panel to give feedback on various strategic initiatives
• E-panel to consist of repeat guests
• Frequent management contacts with repeat guests
• Onsite guest focus-groups can be done with members of e-panel
on an annual basis

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Feedback on Third Party ForumsFeedback on Third Party Forums
– Feedback on Third Party websites & blogs to be captured on a
fortnightly basis
• Identification of websites like tripadvisor.com,
virtualtourist.com etc.
• Short-listing of websites which need to be scanned
regularly
– Attribute based comparison (wherever available) or an attribute based
feedback of self & competition needs to be captured
• Subjective assessment of attributes need to be made
(wherever comparison is not available) after reading the
review
– Interesting verbatim comments in various forums to be captured.
• Verbatim comments need to be incorporated in the
analysis report

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Response to Guests givingResponse to Guests giving
FeedbackFeedback
Guest Feedback pre-sorted by positive, neutral and negative comments
• Sorting on critical attributes : likelihood to recommend & repeat visit
A standardized communication strategy for all three categories
• Feedback Response Officer quickly selects from approved communication
templates and remediation options listed to create a response.
• Can insert personalized comments if necessary
Unhappy Guests
• Need to reassure that Hotel X is working to make their stay better the next time
• Further telephonic or email contact could also be made to apologize and to
start the “customer recovery process.”
• Could give a small price off on next visit
• Prevents most customers to stew on the issue and write negative online
reviews
Happy Guests
• We can ask them the become our fan on Facebook
• Request them to leave feedback on tripadvisor & tell the whole world that they
had a great time with us.

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Analysis & Communication ofAnalysis & Communication of
FeedbackFeedback
• Feedback should be analyzed segment-wise,
season-wise
– Important to segregate and analyze feedback from our
most profitable segments
– Standardized Reports to relate perception to drivers
such as room type, price, length of stay ,spend, purpose
of stay etc.
• A portal for publication & access of questionnaire
data and analytical reports
– Quick and easy access for all team members
– Facilitates sharing of best practice and drives
competition
– Enables departments to track their own verbatim
comments

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Feedback Champion &Feedback Champion &
Improvement TeamsImprovement Teams
A Senior Manager nominated as “Feedback Champion”. A
small feedback cell reports to the feedback champion
1. Cell consists of a feedback officer (part time role) & a data entry operator.
2. Feedback cell to coordinate the administration of feedback, response to
feedback, generation of standard reports & publication of internal portals
Cross Functional Improvement teams set up that do root
cause analysis & drive improvement initiatives
– Root cause analysis is necessary to isolate the cause of trends with actual facts
. This can be identified down to specific time periods, rooms, personnel or other
elements.
– The detailed open-ended comments can be used as suggestions of ways to
‘stand out’ and become new programs, even when the hard numbers would have
caused them to leave well enough alone
Monthly review of Feedback results & Initiatives by Top
Management
– Ensure that all departments own and accept the survey process and results.
– Stretch targets for improvement of feedback each team
– Quarterly Rewards to be linked to Guest survey
• Create a sense of urgency by tying rewards to score improvement giving
customers, in essence, veto power over raises and promotions

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Guest Feedback ProcessGuest Feedback Process
• Regular Feedback Administration Process
1. Feedback questionnaire approved for the quarter by the Feedback
Champion
2. Feedback administered to every guest during the car drop-off
3. Feedback link sent to every guest , one day after checkout through
email.
• Email also contains ombudsman ID in case guest wants
to escalate
1. Feedback Questionnaires compiled. Partly and incorrectly filled
questionnaires rejected
2. Data entry of hardcopy feedback
3. Standard automatic email response sent to happy and unhappy
guests after feedback is registered in the system by feedback cell
• Email response can be customized in case of need
1. Any escalation mail is forwarded to the ombudsman by the feedback
cell
• Standard response sent to such mails

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Guest Feedback ProcessGuest Feedback Process
Fortnightly Feedback from Third Party Forums
1. Fortnightly online visit of third party forums like Trip Advisor by
Feedback Officer
2. Attributes scores of self & competition captured for every forum
3. Subjective scores on attributes wherever objective data is not
available for every new review/feedback
4. Capture of interesting verbatim comments by bloggers & reviewers
5. Report generated with attribute scores & verbatim comments. Report
passed onto improvement teams
Monthly/Quarterly Feedback for Strategic Improvement
Initiatives
1. Department wanting to pre-test initiatives presents an appendage to
regular questionnaire
2. Appendage approved by Feedback Champion and incorporated in the
web link by Feedback Officer along with a webmaster
3. Data entry of pre-test or post-test results
4. Standard bar charts & table prepared by feedback cell along with raw
data and passed onto the concerned department

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Guest Feedback ProcessGuest Feedback Process
Analysis of Feedback
1. Standard reports generated publishing attribute scores.
2. Reports linking feedback to various drivers like guest
segment, stay, room type etc.
3. Reports linking customer segments and other customer data
to various drivers
4. Standard reports and verbatim feedback based on attributes
passed to cross functional teams for analysis
5. Data of pretest passed to the concerned department for
analysis
6. Cross functional teams analyze feedback, decided attribute
based targets and initiate improvement projects
7. Departmental teams conducting pre-test or post-test analyze
feedback and present steps to augment the strategic
improvement initiative

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Guest Feedback ProcessGuest Feedback Process
Communication of Feedback :Feedback Cell runs an Internal
Portal to publish the following
1. Standard Feedback Reports
2. Third Part y Forum attribute scores & verbatim comments
3. Pre-test Results & Post-test Results of strategic
improvement initiatives
4. Monthly stretch targets for various attributes and action plan
by cross functional teams
5. Success achieved by various teams
6. Teams that have got quarterly rewards
7. Good practices shared by successful teams
8. Number of escalations received by Ombudsman, cause of
escalation, current status of resolution
9. Interesting stories and anecdotes relating to guests and
guest feedback

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Contact UsContact Us
Sarvajeet Chandra
•+91 9920803060,sarvajeet@theadiva.com,
sarvajeetchandra@gmail.com
Visit Us at www.mastersungroup.com