A Comparison of Direct Input vs. Social Media Input
Unstructured Customer Input in Hotel Industry - a Text analysis of social media
There are a variety of ways in which customers provide feedback about their hotel visit. One currently trending method is using social media to share experiences about their stay. To a large extent, because of anonymity of the person, what they provide in social media is not always easily categorized but instead spans across many shades of emotional expressions.
Furthermore, this hotel owner also received feedback from customers at the front desk. Often, the customers see the immediate benefits of speaking with the front desk and their text/verbal inputs with tone and body language are very subtle. So the client wanted to compare the overall segmentation (“Themes”) in the trends of the direct input vs. social media expressions.
Customer Input in Hotel Industry – Text Analysis
The client provided data on direct input vs. social media based input, collected from Twitter and Facebook. We did segmentation analysis (“Themes”) of direct input of text/tone/body language vis-à-vis social media analysis. The trend analysis of these themes and their divergence or convergence between these two channels of input were used in understanding the customers and service at the counters as well as the customer perception of the status of the properties.
Accordingly, the hotel owner was able to prioritize the work areas for faster and better ways of benefitting from customer input for corrective priorities and increased positive customer experiences. The hotel owner mentioned that the analysis provided a deeper connection to their customers and now they have a better control of the social media channel for competitive operations.
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