The insights gained from Guest Satisfaction Surveys are invaluable for hoteliers to identify what guests like/dislike and why. By acting quickly and efficiently on this feedback, hotels can deliver service excellence, improve guest satisfaction and positively impact their online reputation.
But does survey jargon leave you perplexed? Do you know your NPS® from your ECR? We’ve put together a glossary to help you better understand the key terms related to guests survey and ensure you get the most out of this powerful tool.
ECR (Email Collection Rate)
It is extremely important for hotels to keep track of their Email Collection Rate (ECR) because if you have no emails, how can you contact guests for feedback or other marketing initiatives? ECR is the total number of valid emails a hotel obtains divided by the total number of checkouts. This percentage provides hotel with an idea of how many emails collected were correct, compared to the total number of rooms that checked out of the hotel. It can be a valuable KPI, not only to monitor performance over time, but also to set objectives for staff.
Guest List
For hotels to be able to send a guest survey by email, they need to create a Guests List with relevant data from their PMS, such as guest name, email address and check-out date. The more fields of data included from the PMS, the more detailed the analysis of the survey results can be. For example, if the room number is included then an analysis of guest satisfaction by room number is possible.
Question Logic
Question Logic is a handy feature to use when designing a survey. It allows hoteliers to display or hide questions based upon guest responses, making the survey more relevant to each guest and giving you more detailed feedback to help prioritize operational, service or product related improvements. It also helps you to keep your surveys as short as possible, which is always good for higher response rates!
