The Mistake We Are All Making With Guest Reviews
The mistake we are all making with guest reviews! A lot of attention is being given to guest reviews but we are fundamentally missing something by just looking at the logic based measures.
Now we can’t take our eyes off these because on the internet they make a big difference to someone’s buying decision and in some instances, can make a difference to how we rank.
How people view them can be very different to how people scored them when they left the review. They can also be a vast difference in how you and your staff assess them.
Because in business we have a biased towards using logic (Front cortex not our emotional limbic system)
When we should be looking at from an emotional perspective. This is how people buy – Emotion based buying decision, justified with logic. It’s always that way around.
Some people are quicker and can switch easier, but ultimately, it’s emotions that make a difference to whether we stop at a place, go back to a place or tell people great things about that place.
Let’s explore customer experience a little to uncover what makes a difference and then we will come back to how you should look at your reviews and how you can use it better.
In the podcast I ask Craig the following questions, I recommend you ask yourself these or ask a friend and see what they say.
- When was the last time you had a bad customer experience?
- When was the last time you had a GREAT customer experience?
- What was the difference?
- What made it a great customer experience?
- What made it a bad customer experience?
Let’s think of some examples of massively successful companies
How did build a bear become so successful?
Here is their mission statement, look at how many ‘feelings’ are built into.
You do see anything about we will achieve a 5 out of 5 for shop cleanliness or achieve a revenue target of….
‘At Build-A-Bear Workshop®, our mission is to bring the Teddy Bear to life. The Teddy Bear brings to mind warm thoughts about our childhood, about friendship, about trust and comfort, and also about love. Build-A-Bear Workshop embodies those thoughts in how we run our business every day.’
What about Hard rock café?
Craig explains why this is his go-to place when on holiday and it’s not for the food!
They have built a massively successful businesses on evoking emotions!
It is the emotional attachment that keeps people coming back to them and telling people about them.
There is a big difference between asking:
• Did the bus turn up on time?
• Did you trust the bus to turn up on time?
You need to ask people emotionbasedd questions and you need to do this from quantitative and qualitative perspective.
• Quantitative questions provide you with a score
• Qualitative questions get you verbatim from which you see the emotions good or bad
You may, already have this data to hand in your reviews?
But have you looked at the emotional words that people are using?
Digging deep into this data can help you to improve the guest experience.
Key word here is experience.
Understanding this can allow you to understand expectations better and then start to exceed.
Finally, I’d like to leave you with the thought that a guest can be satisfied but that does not mean they will stop with you again.
If a guest says they will recommend you to others this means there is a much stronger bond with you.
There is a very easy way to survey guests and discover if people are engaged with your brand and likely to stop with you again and recommend you, it’s called a Net Promoter Score survey and in next week’s episode I will talk more about this.
Actions to take:
• Think about when you last great customer experience was?
• How did it come about?
• What made it great?
• How can you use that knowledge in your accommodation?
• What emotions are people referring to in their comments, good and bad.
Finally, Create a Kaizen based stream plan to improve. Listen to episode 7 and 8 to find out more.