hospitality benchmarking with social feedback - … benchmarking with social feedback ... track...

Medallia © Copyright 2016. ‹#› #GenCX

Hospitality Benchmarking with Social Feedback

Matthias Zeller, Sr. Director Product Management, Medallia

Medallia © Copyright 2016. Medallia © Copyright 2016.

•  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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3 3 Competitive Customer Experience Benchmarking

Summary

1 Medallia Social Feedback Solution Today


●  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


●  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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Competitive Customer Experience Benchmarking

Summary

Medallia Social Feedback Solution Today


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


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Competitive Customer Experience Benchmarking From Property to Corporate

Real-time in Medallia

Our Goal


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


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


Property Specific Local Rival Benchmarks Peter leverages comp-set and custom rival list CX benchmarking reports

Peter,

GM

Medallia © Copyright 2016. Confidential. 18

Regional Performance against Rivals


Performance against Rivals by Country


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


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



Cap

abili

ty

Fall ‘16

2016 Roadmap Deliverables

Summer ‘16 Winter ‘16/17

STR Integration

Comp. Dashboards (Loc + Regional)

Improved Data Gathering

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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


Thank you!

Matthias Zeller [email protected]


“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)


Mocks


Nav + Filters


Top Rankers-Visual


Top Ranking


Movers & Shakers

hospitality benchmarking with social feedback - … benchmarking with social feedback ... track...

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