We all know that the cost of acquiring a new customer as opposed to the value of retaining an existing one is massive. And that's where negative reviews become critical: they give you the opportunity to repair your relationship with your customer. And that's where a major part of Dialogue's value lies.
You know that far more guests than just those who post to TripAdvisor won't be choosing your hotel again (for any one of many reasons). The statistics bear closer examination. Let's use one top ranked London hotel as an example:
- 0.1% of their guests have written reviews to TripAdvisor in the last 12 months - let's call the headline figure 500
- Less than 5% of those reviews are negative - let's call that 25
If the hotel could find a mechanism that would ensure that a large proportion of those guests could communicate the reason why they wouldn't want to stay again, and, more importantly, what the hotel would need to do to change their minds, then there is a big incentive to use it.
Dialogue enables just that kind of guest to communicate with the hotel, and the hotel to do whatever it takes to retain their custom. And they do, unseen by anyone except the hotel management and our moderators at HelpHound.
Here are two excerpts from the private interaction between one of our clients and one of their guests, a great example of a negative review turned round by the hotel:
|Hotel name redacted|
Dialogue - winning back guests