United breaks guitars
Which brand were their complaining about ?
United Ailines
What was the problem with the brand?
They
did not take care of the lugages seriously when puting in the plane,
particularly with the guitars which are very fragile. The songwriter
Dave Carol discovered his guitar broken at his arrival and was frustated
by the lack of consideration.
How long to fix the problem?
9 months
to get their guitars compensated.
Why is the guitar so important (more than regular luggages) ?
Guitars aren't allowed as a carry-on luggage so they have to be in the plane's hold. The importance of the guitars here highlight the carelessness of the Airline company : guitars are in a particular box so they are recognizable by their shape. They are extremely delicate and anybody would show respect to an musical instrument. Moreover, guitars are particularly "well-liked" instrument'.
Guitars aren't allowed as a carry-on luggage so they have to be in the plane's hold. The importance of the guitars here highlight the carelessness of the Airline company : guitars are in a particular box so they are recognizable by their shape. They are extremely delicate and anybody would show respect to an musical instrument. Moreover, guitars are particularly "well-liked" instrument'.
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E. Buzz Connect Milestone
Reputation Management:
an online extension of the reputation. It covers a
variety of names such as web reputation, e-reputation, digital
reputation, or soft-reputation. We could define it as the sum of what is
said about the trademark and the company on the Internet. The
information is then subjected to a wide media and public exposure.
Services:
It provides an integrated single interface for the
hoteliers to monitor reviews and social media buzz and to interact with
consumers. The tool focuses on driving actions by hotel management to
enhance profitability from review sites and social media channels such
as Facebook, Twitter, etc
Why is it important, what impacts for hotel ?
Informations shared through social media
platforms do affect the organic ranking of a
website. Social media affects page rank.
However, just like page rank is determined not only by the number of
links but the quality of those links as well, social ranks are affected
not only by the number of followers (fans, etc) but the quality of those
followers as well. Real people sharing real stories and opinions carry
more weight than mindless bots.
Social media buzz and online guest reviews impact
consumers' choice of the hotel that they book. With over 80% of
travelers performing online research prior to booking travel, it is key
that hotels monitor and manage their online reputation.
How to sell Solutions to independant hotels:
Monitoring and managing online reviews is key and will continue to
increase in importance as search engines and consumers use reviews to
determine the best hotels in a market.
eBuzz Connect™ is a reviews and social media
monitoring solution targeted specifically for hotels to help monitor and
manage their online reputation and social media channels from an
integrated single dashboard interface. The system enables hotels to
respond to reviews and comments from the tool whenever the channel
offers capabilities for hotel management to respond.
In addition to social media channels, eBuzz Connect™ also monitors
Online Travel Agency (OTA) and reviews channels such as Expedia,
Travelocity, and TripAdvisor. Using eBuzz Connect, hotels can measure
their performance vs. social media marketing goals and benchmark vs.
their competitors.
Advantages for the hotel :
- enhance its visibility
- gain competitive insight
- have a better understanding of your customer
- Build a strong loyal customer database
- Search engine placement
- Possibility to see conversations about the hotel and take part of it
- Orient room booking decision, through the various guest comments
_______________________________________________________________________________
Trip Advisor Webinar Slides
Key take away :
- Important to invest in Guest experience
- Search ranking is critical
- The power of social media (half their revenues come from their own website and they have so much demand engineered by their reputation and social media that they don't need to pay other companies to generate revenue for them.
- Hoteliers can turn guests'reviews into opportunities
- Almost half of the travelers are not willing to book a hotel if there is no review.
- 3 Main Steps for Reputation Creation : 1 hire happy people, 2 Smile at Guests, 3 Create your Reputation.
- Management responses to guests' complaints can turn their experience into something positive.
Should a hotel use Trip Advisor reviews in their site ?
Yes, a hotel should use TA
reviews in their website. First, TA is so famous that everybody
naturally looks on it. It is a reference and it has the advantage for
the customer to have almost every hotel gathering in a unique site. It
is easier than "being
Second, they have confidence in this site and like the fact that assessment are made by peers.
Should the hotel encourage customers to comment on Trip Advisor ?
Yes,
hotels should encourage customers to comment on Trip Advisor: first,
the reputation of this platform make it reliable. Moreover, TA is known
internationally so having a good review in a famous online review make
people know about the hotel. More travelers get a chance to read
comments about the etablishment. Most of the travelers that comment
their experience online give positive review of the hotel (72% of
comments between 4/5 and 5/5).
My opinion : Use TA or own platform ?
The advantage of using their own platform is for the management responses: all comments can be easily checked and answered.
The
hotel gets more feedbacks and can adjust their actions to increase the
guests' satisfaction and understand better some expectations they did
not take into consideration.
In addition, TA hardly gives visibility for small independent hotels and may be too expensive for such structures.
Are visuals the future of reviews ?
_______________________________________________________________________________
Reputation Impact on Revenue
.
- What is Reputation Scorecard?
Reputation Scorecard is a new service for the hotel industry, which
helps the hotels measure the reputation taking into account ratings from
online reviews across over 100 different OTAs and review sites
worldwide.
- How does it compare to Trip Advisor Certificate of Excellence?
Reputation scorecard gather online reviews
from hundred different OTAs.
The Trip Advisor Certificate of Excellence
is dedicated to outstanding hospitality businesses that receives high praise
and recognition in reviews by TripAdvisor travelers. Compared to Reputation
scorecard, Tripadvisor only record reviews from its own website. It is less
reliable in terms of data.
- Which is more important to a hotel, why?
TripAdvisor is the world’s largest
travel site and offers trusted advice. TripAdvisor being the largest
travel community in the world, (with more than 200 million unique monthly
visitors, and over 100 million reviews and opinions), it seems better for
reputation management. The Trip advisor Certificate of excellence is more
recognizable by a customer and speaks more to a customer since the reviews are
written by customers themselves. Moreover, it is more famous so it beneficiates
from recognized trust.
TripAdvisor
is the world’s largest travel site*, enabling travelers to plan and
have the perfect trip. TripAdvisor offers trusted advice from real
travelers and a wide variety of travel choices and planning features
with seamless links to booking tools. TripAdvisor branded sites make up
the largest travel community in the world, with more than 200 million
unique monthly visitors**, and over 100 million reviews and opinions.
The sites operate in 30 countries worldwide, including China under daodao.com.
TripAdvisor also includes TripAdvisor for Business, a dedicated
division that provides the tourism industry access to millions of
monthly TripAdvisor visitors. - See more at:
http://www.reviewpro.com/tripadvisor-and-reviewpro-partner-to-provide-a-better-review-management-solution-20400#sthash.S9KvbkyT.dpuf
|
Saint-Petersbourg
1- Alexander House Boutique Hotel
2- Domina Prestige
3- Grand Hotel Europe by Orient-Express
4- NasHOTEL
5- Tradition Hotel
2- Domina Prestige
3- Grand Hotel Europe by Orient-Express
4- NasHOTEL
5- Tradition Hotel
TripAdvisor
is the world’s largest travel site*, enabling travelers to plan and
have the perfect trip. TripAdvisor offers trusted advice from real
travelers and a wide variety of travel choices and planning features
with seamless links to booking tools. TripAdvisor branded sites make up
the largest travel community in the world, with more than 200 million
unique monthly visitors**, and over 100 million reviews and opinions.
The sites operate in 30 countries worldwide, including China under daodao.com.
TripAdvisor also includes TripAdvisor for Business, a dedicated
division that provides the tourism industry access to millions of
monthly TripAdvisor visitors. - See more at:
http://www.reviewpro.com/tripadvisor-and-reviewpro-partner-to-provide-a-better-review-management-solution-20400#sthash.S9KvbkyT.dpuf
- How does each hotel use Quality Score or Certificate of excellence in their site ?
1- Alexander House Boutique Hotel
The Quality Score and all the
Certificates are on the first page. The guests can write their comments
on TripAdvisor directly from the hotel site but not from the site of
the hotel.
2- Domina Prestige
There are no Certificates and Awards are visibile on the main pages of the hotel.
3- Grand Hotel Europe by Orient-Express
No Certificate of Excellence or Quality Score.
No possibility to put comment through their own website.
4- NasHOTEL
Winner of the "Travelers' choice 2012" Reward.
Direct link to TripAdvisor review and possibility to comment.
5- Tradition Hotel
Visible on the Welcome page.Winner of the "Travelers'choice 2012" & "Travelers'choice 2013" Reward
"Top Clean 2013" reward by Venere.com.
Direct link to TripAdvisor review and possibility to comment.
- Does the site include guest reviews - yes, how are they presented ?
1- Alexander House Boutique Hotel
The hotels,the owners of different kinds of Certficates and Awards have
all those awards visible on the first-welcome page ;and clicking to
those awards, one can find all the comments for the particular hotel
2- Domina Prestige
No possibility to comment trhough their own website.
3- Grand Hotel Europe by Orient-Express
No possibility to put comment through their own website.
4- NasHOTEL
No review through their own website.
5- Tradition Hotel
5- Tradition Hotel
No review through their own website.
- Check out an OTA for 3 of these hotels, do they respond to guest reviews.
1- Alexander House Boutique Hotel
TripAvdisor: They respond to good and negative reviews.
Booking.com: No responses to guest reviews.
Expedia: reviews are verified but no respond to them.
2- Domina Prestige
TripAvdisor: They respond to good and negative reviews.
Booking.com: No responses to guest reviews.
Expedia: reviews are verified but no respond to them.
4- NasHOTEL
TripAvdisor: They respond to good and negative reviews.
Booking.com: No responses to guest reviews.
Expedia: reviews are verified but no respond to them.
- Check Trip Advisor for the same 3 hotels - what is the quality of their responses to guest comments.
They
respond to EVERY comments. This is the Management of almost all the
hotels (except Domina Prestige and Nash hotel) that answer to all the
comment on TripAdvisor.
Answers
are complete and personalized. They answer to every point the guests
(happy or not) mentions, apologie, and assure they will take measure
further to their comment. They explain or give precision and thank the
person for having commenting.
Thus, we can estimate that they are answers of good quality.
_______________________________________________________________________________
The article Peer Reviews: Impact on purchase decisions
- What the key findings of the research ?
- According to Review Pro, almost all the
guest (90%) participating to the study are influenced in their buying decision
by the comments left by the guests.
- The Millenials or Y generation are really
sensitive to guest comments compared to the older generation- They like to
communicate and exchange.
-
The Y generation is more willing to try new products, which
increase opportunity for the hoteliers, especially the independent
ones to offer new products. example : getaroom concentrates on two ranking
systems : with points and with the TripAdvisor guest comments rankings.
- What is the impact for hoteliers, hotel marketing ?
Hoteliers have to change their marketing
strategy in order to understand the generation Y and adapt to their behavior.
Hotels have the possibility to have an impact on the comments left by guest by
answering to them, and by choosing rather to show them or not. They have the
possibility to select the different comments that they want to highlight.
Hoteliers have a control on it. They can
influence the guests, by suggesting them to leave a comment, especially the
guest that enjoyed their stay, and that will leave a positive
comment.
What we can notice with te Y generation is
that they are looking for new experience that could have an impact on their
life. This fact incite marketers and hoteliers to develop new concepts and have
a very wide "word of mouth" communication system.
- Do you agree or disagree with the findings ?
I do agree with the findings. Gen Y is
sensible to prices and new hospitality projects. Before purchasing, we like to
consult the reviews of other users and compare several websites in order to
pick the most attractive and newest deal. There is too many companies offering
the same product and too many advertisings, which loose the consumer. Having
our peers' opinion guide us and help us making choices through objective point
of views.
_______________________________________________________________________________
Many companies still do not evaluate the influence of social media at it right potential.
Here is an example of an airline company which did not seem to measure the impact of their carelessness about a customer's insatisfaction:
Ryanair Fails To Address Social Media Crisis
Let's detail what Ryanair should have done further to this complaint.
Handling upset customers & making
social media a valuable tool
Many companies still do not evaluate the influence of social media at it right potential.
Here is an example of an airline company which did not seem to measure the impact of their carelessness about a customer's insatisfaction:
Ryanair Fails To Address Social Media Crisis
Let's detail what Ryanair should have done further to this complaint.
Turn that negativity of your social media attack into a positive PR opportunity for your brand or business.
1. Wait the problem is sufficiently known by the public.
Negative word of
mouth is an opportunity to make people talk about the company. It allows also to
show how well the brand handles the situation and fix the problem.
2. Be inform constantly of what customers think of the company.
Ryanair should definitely take in consideration its customers' reactions and complaint.
To be aware of what is said about them, they should create alerts and brand monitor in all their pages (website, twitter, all social media...) in order to aware of each new comments.
They ought to gather similar comments, poinst of view. Take note of the diverse issues mentioned and evaluate which ones are worth an answer and which are not. Not all negative comments are worth a response, and not all critics are worth trying to win over. Sometimes, as hard as it can be, it’s best just to move on.
They must not ignore negative comment or delete them : many people may have read it before, and cancelling it will be perceived very badly.
4. Respond quickly & have a personalized response.
On the contrary, they shoul show they care about their customers. Theu should show that each one is unique and their opinion counts.
5. Put themself in the customer's shoes: how could have felt the customers.
Although Ryanair respect their policy, they did not even try to think of what that woman desapointed felt. Moreover, they humiliated her witgh their only response on the company’s Facebook page. Intead, they should have been oppen-minded and understood this woman felt "stolen".
6. Be fair.
They need to admit there is a problem. It humanises the brand.
They need to identify the problem; even if some like complaining for nothing, the majority of people is upset for a reason. They have to react according to the customers' degree of discontentment.
7. Understand how this issu happened.
Communicate by making the whole company appear human: Ryanair do not need to use the company's name to answer the comments. They will seem more human, more accessible if the person in charge of responding use their own name and even show their face.
8. Appologies and aknowledge your faults.
It is important to show consideration : let people know that the company is handling the issue, and what steps will be taken to correct the problem. The company has to be credible and do not have to apologies just because it has to.
This is where the airline can use its social media presence such as Twitter, Facebook and the blog to communicate to customers what their plan to compensate the customer is.
9. Fix the issue.
They should have made sure everyone who read the complaint will have knowledge of the brand reaction and their way to sort it out.
For that, they must do not turn around the problem, and must be straightforward.
10. Do not try to win: this is not a battle.
Even if the company was clear about the check-in policy and had actually right to ask for fees, the proportion the issue takes deserves to make concession. It is not just about one customer : thousands of internaute are following the issue. They are not one winner and one looser.
The consideration Ryanair would have showed to the woman would have not only resolved the problem of one person, but would have been an exemple and reassured the internautes.
11. Make sure everyone has aknowledge about the company's indemnification.
Check the public reaction. Of course, the customers must understand they will not be compensated for every complaint: that one must be justified.
They could show the complaint and what they did to resolve it on every social media, on their website, and as they describe themselves for having the sense of humour, they could apologies in a funny way but explaining the situation with humor on their website and Facebook page. They could also make a funny short video clip about the whole situation, and how a simple event (not having printed the boarding ticket) can go out of all proportion.
12. Put in place actions to ensure this will never happen again.
Contact the staff concerned. Listen to their point of view and explain what alternative should be done, from now on.
13. Organize a "safety net".
Think how they will respond if a crisis happens outside of working hours. Have a ‘safety net’ plan in case the worst happens.
14. Learn from their mistakes to be more efficient and more reactive.
If someone’s criticizing a company, it’s often just a form of tough "love". They’re doing it because they care. Ryanair should have seen potential and their desire the company does better.
After having apologize, Ryanair could have offered discount on the next woman's trip or offer her one free ticket for her next destination. Or even offer business tickets... That would have not cost much, and would have satisfy thousands people...!
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This is actually the way a company handles the issues that will give credibitilty to and seduce its cutomers.
A company that fix its issues the best way may even seem more attractive that a one which does not cause any issue.
In today’s ever expanding online consumer
driven world, your customers have greater ownership over social media.
Big Companies understand that they have little control over how their
brands are perceived or what is being said about them in the digital
world.
If you provide great customer service then
it can go a long way to impressing them and their followers watching
the whole crisis unfold.
It is that first impression that leads to potential new customers.
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