Choice Hotels Case Study
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© Copyright 2009. All rights reserved. Clarabridge.1
Clarabridge Enterprise OverviewSystematically Transforming Feedback into Customer Experience Intelligence
The World’s Largest Companies Rely on Clarabridge for Enablement of Their Customer Experience Management (CEM) programs
Clarabridge Enterprise sets the standard:- BUILT FOR CEM- QUICK TO DEPLOY- ENTERPRISE CLASS
© Copyright 2009. All rights reserved. Clarabridge.3
About Clarabridge Inc.
- HQ in Reston, VA; Over 100 Employees
- 100% focused on CEM- Provider of Market Leading
4th Generation Text Mining CEM Software
- Enterprise Standard Across Many Global 1000 Companies
© Copyright 2009. All rights reserved. Clarabridge.4
Choice Hotels Case Study
- Choice Hotels International, Inc. (NYSE: CHH) franchises more than 6,000 hotels, representing more than 485,000 rooms, in the United States and more than 35 other countries and territories.
© Copyright 2009. All rights reserved. Clarabridge.5
The Problem
- “We get a lot of unstructured feedback from our guests, and increasingly we saw the need for detailed analytics in order to make sense of all of it.”
Mark Weiner, VP Customer Care and Reservations
- Millions of pieces of VOC per year Call center notes, emails, surveys, reviews online
- Manually analyzing feedback Inaccurate and not scalable
- Limited analysis and limited details Root causes unattainable
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TripAdvisor Reviews
Social Media: Forums, Blogs, News
Guest Satisfaction Surveys
Guest Relations Contact Center
Emails
Sources
Customer 2 Business
Solicited
Customer 2 Customer
Unsolicited
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Manual Analysis Manual Distribution
Manual Analysis Manual Distribution
Siloed Analysis
Customer 2 Business
Solicited
Customer 2 Customer
Unsolicited
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The Impact of the Problem
- VOC data remains unused- Limited ability to provide actionable feedback
for poor performing properties- Inefficient process for addressing corporate
and GM/owner questions and concerns- Limited ability to impact LTR/ADR
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Customer Experience Management
Customer Experience Executive/Team
Clarabridge Systematically Enables the CEM Process
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Systematic Infrastructure
Enterprise
Customer 2 Business
Solicited
Customer 2 Customer
Unsolicited
Internal 2 Internal
Clarabridge Enterprise
DeliverTransform
Qualitative
Quantitative
Collect
Ad-Hoc Uploader
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Making Sense of it All
- Linguistic Processing- Auto-categorization
Machine Learning- Advanced sentiment scoring- Reporting and analysis
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The Results: Real ROI, Guest andFranchisee Value
- So far… Lower AHT by 30% in Guest Relations Call avoidance
6% reduction in calls from owners/operators5% reduction in calls from guests
80% reduction of manual analysis Increased “Likelihood to Recommend” =
increased “Average Daily Rate” by 1.7% for worst performing properties
Accurate data = the right business decisions
© Copyright 2009. All rights reserved. Clarabridge.13
Keep Up With Your Customer’s Voice
The Benefits of a Systematic Infrastructure: - Eliminate manual coding efforts- Dramatic increases in contextual insights and actions - Enable CEM competency - Daily quantification of qualitative feedback - Continuous analysis- Real time alerting on emerging issues- True customer perspective analysis- Immediate new and historical analysis- and more…