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Solutions partnership to help hotels feel the ‘social sentiment’ of customers

Veronica C. Silva | Dec. 19, 2012
With real-time information based on online sources, hoteliers can remedy any critical reviews to improve customer satisfaction and rake in more profits.

Ever really wondered how your customers feel about your service? A recent partnership between two solutions providers may just keep the guessing game to a minimum.

Infor, a provider of business application software, said it has forged a partnership with an online reputation management company to help the hospitality industry measure the "social sentiment" of their customers - information that can help hoteliers gain more customers.

Infor said it is working with TrustYou, a company that specialises in online reputation management, to integrate the social sentiment tool in Infor's Hospitality Management System (HMS). By integrating TrustYou's data into Infor's HMS dashboard, hoteliers can get real-time information that can help them improve their bottom line through happy and satisfied customers, and more bookings.

TrustYou has solutions to analyse reviews, tweets and posts across the social media, which hoteliers can use to improve customer satisfaction, drive marketing efforts, or boost sales.

Through new widgets on the HMS, hoteliers can process data based on millions of opinions from more than 200 different sources in 23 different languages. Data generated from reviews and booking sites, blogs, forums, and communities can be streamlined into straightforward, digestible summary, which hoteliers can use to better address issues or concerns that can help improve their services.

These widgets include:

- the Seal, which shows the hotel's overall TrustScore, a score which represents the aggregated online opinions of customers of the hospitality industry around the world.

- the Sources widget, which processes reviews from websites (or sources). Hotels can use this information to improve their reputation by filtering reviews across each source.

- and, finally, the Review widget, which displays the most current reviews about the hotel. From this widget, hotels can immediately address poor reviews depending on how critical the reviews are.

"Reviews are extremely valuable, and TrustYou's solutions, embedded into Infor's HMS application, will enable hoteliers to listen, understand and respond to guests, and proactively fix any complaints or criticisms," said Ben Jost, CEO and co-founder, TrustYou.

Jost added that with TrustYou solutions integrated into Infor's HMS, hoteliers can grow their online reputation that can lead to more satisfied customers and sales.

Infor said these solutions are important for companies given today's growing online communities and social media. While obtaining information from different online sources used to be a daunting task for companies, with the TrustYou and Infor partnership, hoteliers can easily gather customer feedback and act on these immediately.

"To many hoteliers, the idea of aggregating social media feeds and encapsulating guest sentiment about their properties seems daunting, but the business environment we live in requires these hotels - independent or chain - to take notice of what guests are saying about them in order to sustain business and build an emotional connection to the brand," said Stewart Applbaum, senior vice president and general manager, Hospitality, Infor.


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