Data-led guest insights - key to future success

Blogs


Data-led guest insights - key to future success

Data-led guest insights - key to future success

More insights, less noise

If you manage a site or an area in the hospitality industry, you are probably inundated with a constant flow of information. Somewhere in the pool of data - reviews, complaints, audits, social mentions, staff feedback, competitor analysis, the list goes on and on… are nuggets of gold - actionable insights that lead to higher customer satisfaction, better employee engagement and, of course, increased revenue.

But an overload of data without the right software that can sort valuable insights from the unimportant, can become a hindrance rather than help you see the big picture. It becomes even more difficult if you have to draw findings from data that is scattered across several spreadsheets or a number of different applications. Now add multiple locations and benchmarking to the mix and the task to organise and comprehend all this information may become too complicated, overwhelming and frustrating to be worth it.

"I'll look at it properly when I have time next week / month / quarter." Sounds familiar? As providers of hospitality intelligence software, we know there's an efficient way to manage all this data, and that there are proven, tangible benefits to harnessing the power of customer experience data.

Why waste hours (probably an understatement!) trying to connect the dots, when software is more than capable of doing all the legwork, providing you with a dashboard of KPIs (Key Performance Indicators) customised to your specific requirements. Well-known brands across all sectors in hospitality are actively using analytics to aid decision making - HGEM alone works with over 350 brands, spanning over 10,000 restaurants, pubs, bars, cinemas, hotels, event spaces and retail. Here are some of the clients we work with: https://www.hgem.com/our-clients


Tangible benefits of Guest Experience Management

We have seen from clients' data that there is a ‘correlation coefficient’ between trends on The Hub (our Guest Experience Management platform) engagement, NPS (Net Promoter Score - customer satisfaction benchmark that measures how likely your customers are to recommend your business to a friend) and revenue.

Essentially, when companies use The Hub to measure the guest experience and take positive actions, there are also measurable improvements in guest perception ratings and income.

In a study we conducted with clients over a 12-month period, we found that where we had instigated a programme:

  • The overall guest experience rating increased by between 5% and 10%
  • NPS increased between 3 and 8 points.
  • This had a net effect of delivering between 1.5% and 4.9% to their bottom line over and above the expected increases.
  • In one site the programme saw an increase of 12% in revenue.

A further study has suggested that where the customer experience score had increased by 10% we saw a 2.4x increase in the customers net spend.

In summary, we have found that a business that is purposely focused on delivering great customer experiences can expect to increase their customer experience rating, the bottom line and spend per head.

What to measure?

There's a number of hospitality intelligence platforms available to hospitality operators, but in order to draw insights across the different facets of your business, we recommend businesses choose one platform that measures a broad range of analytics & metrics, rather than multiple niche products.

Here are the key areas we recommend measuring for a balanced set of guest insights:

  • Online Reviews: online reputation management, including ratings, responses and competitor analysis
  • Mystery Guest: thorough measurement of brand standards, service, processes, behaviours and sales opportunities – both eat-in and delivery audits
  • Guest Feedback: listen and respond to what your guests are saying, raise brand engagement, trigger positive reviews, and capture valuable data for your marketing database
  • Menu Performance: monitor league tables for dishes using a range of KPIs from value-for-money to overall satisfaction, identify opportunities and weaknesses


Our Approach

Our award-winning platform The Hub includes a mix-and-match of free and paid modules, including the ones mentioned above. You can see all our modules here: https://www.hgem.com/what-we-do

We believe in providing a holistic approach to hospitality businesses, which is why our offering includes a Client Relationship Manager and support team, who work in partnership with the client to translate guest data into actionable insights, and to recognise and maximise opportunities for growth as they arise.

If you're interested in taking your analytics to the next level, why not contact our friendly team today at: https://www.hgem.com/contact-us

Back to Blog