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Customer Satisfaction Survey

For over a decade, a leading hotel chain engaged NBRI to conduct its employee engagement surveys. After an economic downturn in their business, they anticipated a disastrous short-term financial picture and wanted to take action immediately. For that reason, they contacted NBRI to also retain our expertise for a customer survey.

By investing a small amount of money to implement customer satisfaction surveys, they were able to gain vital information on the changing mindsets of their customer base. Insights that gave them a competitive edge and the potential to gain millions of dollars of business.

The survey asked respondents to rank items in order of importance before rating the client’s performance on those same items. The survey was deployed to a stratified random sample of customers to ensure the data gathered was truly representative of the thinking of the entire customer base. Ultimately, the hotel chain obtained a 99% Confidence Level, but at a fraction of the cost of surveying everyone.

The study revealed a very different root cause of customer satisfaction than what was anticipated by the client. Somewhat surprisingly — price was not the primary driver of the customers’ intention to return to the hotel chain. Furthermore, concerns about the expense of air travel had less of an influence on hotel patronage than expected.

NBRI’s ClearPath Analytics revealed that friendliness of the staff was the primary driver of the customer experience. This was a very important finding for a hotel chain that was considering adopting more cost-cutting measures. Per NBRI’s recommendations, the client proactively leveraged this crucial information to develop measures to increase the quality of the guest-employee relationship. This recommendation was later validated by an increase in revenue-per-guest, a very important gain in any economy.

NBRI’s ClearPath Analytics demonstrated the ability to yield prudent recommendations that allowed the organization to increase its competitive edge and financial returns.

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