hospitality benchmarking with social feedback - … benchmarking with social feedback ... track...
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Medallia © Copyright 2016. ‹#› #GenCX
Hospitality Benchmarking with Social Feedback
Matthias Zeller, Sr. Director Product Management, Medallia
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• Review the current Social Feedback offering
• Discuss the Social Roadmap Process
• Explore Rival Benchmarking in Hospitality
Objectives
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2 Voice of the Customer
3 Competitive Customer Experience Benchmarking
4 Summary
1 Medallia Social Feedback Solution Today
Medallia © Copyright 2016.
This document contains our current plan for the product, but it is subject to uncertainty and possible change. The actual product features developed by Medallia may vary materially from those described in this document.
A friendly reminder from Legal
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2 Voice of the Customer
3 3 Competitive Customer Experience Benchmarking
Summary
1 Medallia Social Feedback Solution Today
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● Social and solicited feedback within a single application ○ Monitor social feedback ○ Alert on urgent feedback ○ Close the loop
○ Ensure that properties are engaging
Today’s Social Feedback Offering
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● Real-time reporting & analytics ○ Track aggregated metrics ○ Analyze data ○ Benchmark location performance
Today’s Social Feedback Offering
● Drive review traffic for selected sites ○ Promote your locations
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2 Voice of the Customer
Competitive Customer Experience Benchmarking
Summary
Medallia Social Feedback Solution Today
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Concepts Evaluated for 2016 2. Social Closed-Loop 2.0 1. Next-Generation Benchmarking
3. Maximize Financial Impact of Social Reputation
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Mid-market hotel, Dallas General Manager
I don’t have a clear picture how our hotel’s customer experience compares against that of
my local competitors
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Global Hospitality Company Regional VP
I need to identify the bottom performers vs their competition in my portfolio of 100 hotels
and coach them how to improve
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Global Hospitality Company CX Director
From CEO to property managers I get new CX benchmarking questions every week that I can’t
answer efficiently
I need to understand our brands top 5 opportunities to improve rankings and social
feedback
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Voice of the Customer
3 Competitive Customer Experience Benchmarking
Summary
Medallia Social Feedback Solution Today
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Competitive Customer Experience Benchmarking From Property to Corporate
Real-time in Medallia
Our Goal
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Social 2016 Product Plan Major functionality push
● Next Generation Benchmarking: Q1 to Q4
○ Setting the data foundation (STR, Completeness)
○ Property and Regional reports using STR comp set roll-ups
○ Industry Benchmarking using Social Reviews and STR Census Data
○ Rival Benchmarking with Text Analytics
● Improved Data Gathering: Q1 to Q3
○ Gathering data multiple times daily so feedback is timely & fresh
○ Frequent historical crawling to ensure 100% consistency with sites
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Meet our Users
Sees guest experience as competitive differentiator, very
engaged with Medallia
Peter GM of Chicago Hotel
Primary driver of global program; Seeks to discover how experience is
driving results
Michelle Director of Guest Experience
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Property Specific Local Rival Benchmarks Peter leverages comp-set and custom rival list CX benchmarking reports
Peter,
GM
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Regional Performance against Rivals
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Performance against Rivals by Country
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Industry Benchmarking Powerful rollup options made possible by STR property attributes
Michelle, Dir. Guest Experience
Average Overall Score - China Properties Roll up to any combination of: ● Brand ● Sub-Brand ● Country ● STR Market ● STR Submarket / Tract ● Continent ● Sub-Content ● STR Region
Filter options include: ● Restaurant ● Convention Ctr ● Conference Ctr ● Resort ● Ski Area ● Spa ● Golf Resort ● Boutique
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Increasing Power of Text Analytics Benchmarking Identify strengths and weaknesses from brand to property
Michelle, Dir. Guest Experience
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Voice of the Customer
Competitive Customer Experience Benchmarking
4 Summary
Medallia Social Feedback Solution Today
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Cap
abili
ty
Fall ‘16
2016 Roadmap Deliverables
Summer ‘16 Winter ‘16/17
STR Integration
Comp. Dashboards (Loc + Regional)
Improved Data Gathering
A
Real Time, Brand Level Reporting
Gradual
Compare on Text Analytics Topics
Data Gathering Benchmarking
Custom Comp Sets
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Expand Benchmarking to other Verticals (Automotive, Retail)
Standalone Industry Benchmarking
Social Closed Loop 2.0
Social Score Driver Analytics
Outlook
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“STR Data & Comp Sets”
● STR ID ● Geolocation ● Hotel name & address ● Chain / Independent ● Parent Brand / Sub-Brand ● Country ● STR Market ● STR Submarket / Tract ● Continent ● Sub-Content ● STR Region ● Room rate ranges ● Management Company ● Owner
● Urban / Suburban ● Restaurant (Y/N) ● Convention Ctr (Y/N) ● Conference Ctr (Y/N) ● Largest Meeting Space ● Total Meeting Space ● Resort (Y/N) ● Ski Area (Y/N) ● Spa (Y/N) ● Golf Resort (Y/N) ● Boutique (Y/N) ● All Suites (Y/N) ● Casino (Y/N)
170K property entries, including fields: ● Property STR ID ● Rival 1 STR ID ● Rival 2 STR ID ● ... ● Rival N STR ID
STR comp sets for each property:
(Updates Imported to Social DB Monthly) (Client sends updates as necessary)
(5 < N < 20)
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Mocks
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Nav + Filters
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Top Rankers-Visual
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Top Ranking
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Movers & Shakers