Rotana Increases Guest Satisfaction, Builds Brand Awareness by Moving its Customer Survey Program Online
Rotana, one of the leading hotel groups in the Middle East and Africa, needed to overhaul its customer survey program in order to increase survey response rates, improve the guest experience, and follow up and act on guest feedback. Because it was using a paper-based guest satisfaction program, it was missing out on opportunities to generate online reviews and bookings and to capitalize on word-of-mouth promotion through social networks.
Working with Clarabridge, Rotana moved its survey program to online and mobile platforms. Personalized rules-based surveys are now customized to each guest’s stay. Very satisfied guests are invited to contribute a TripAdvisor review, repeat guests are given the opportunity to join Rotana’s loyalty program, and customer complaints trigger an automated response management process. Guest feedback is also used to track and evaluate the success of product and service improvements.
- Increases in guest satisfaction rates (from 81.7% to 89.2%) and Likelihood to Recommend scores (from 66.8% to 72.6%)
- Greater survey completion rates (from 1,400 to over 4,500 per month, on average), with mobile surveys accounting for 20% of responses within just a few months of being introduced
- More than double the number of TripAdvisor reviews year over year, leading to improvements in online presence and brand awareness as well as higher TripAdvisor rankings
“Guest satisfaction measurement has always been part of the Rotana culture, and Clarabridge has assisted us greatly to emphasize this culture and push our boundaries. It is used every day in every hotel to monitor satisfaction, recover from problems, measure colleagues’ performance, evaluate service improvements, guide marketing activity, and more.”
TDECU Uses Interaction Analytics to Inform Business Growth and Be “Anytime, Anywhere” For Its MembersLearn More
Vera Bradley Reduces Response Times and Boosts Social Customer Service
Learn how Vera Bradley is using Clarabridge to improve social customer service, increase efficiency in the contact center, and help every employee understand how they impact the customer experience.Learn More