Issue:

The hospitality industry is at the forefront of customer experience, where brand loyalty and perception is of the utmost importance. IHG’s mission is to ‘Create Great Hotels Guests Love’ by delivering extraordinary brand experiences.

To help them manage the complex business of creating a distinctive, holistic and consistent customer experience across its property portfolio, they asked Ipsos Loyalty to provide real-time customer experience measuring, modeling and management.

What we did:

For the project to be meaningful, guest feedback had to be captured, analysed and delivered in 5,000+ properties across 100 countries and 30 languages. In tandem with the research project, we recommended the need for ‘hot alerts’, meaning potentially reputation-damaging issues could be addressed during a guest’s stay.

Our comprehensive, integrated platform provided role-based insights and action workflow support at the property level, and fed meaningful information up the chain of command.

Ipsos Loyalty captured 15,000,000 interviews across every region of the world to form the foundation of IHG’s real-time Enterprise Feedback Management programme. Meanwhile, global social and text analytics solutions covering more than 15 social media sites provided IHG general managers with instant feedback, linked to a closed-loop action management system.

In addition to guest input, we deployed a complementary feedback system to run in tandem, capturing general manager and hotel-owner feedback to provide a holistic management framework.

Impact:

The project has been credited by executives as being the core component of their loyalty programme, which has driven 100% increase in stock prices over the last five years.

Approach:

Learn more about Enterprise Feedback Management