格里昂校友分享：忽视网络评论后果自负！
Philippe Anric 2013年11月5日
有谁能帮我解释为什么一些酒店管理人员对客人的在线评论置之不理？
即使这么多年来我已经习惯于跳出思维框架思考，但是我仍然找不出有效的理由可以解释为什么运营主管们会对电子平台上的客户评论置之不理。
我已经听过了各种理由，比如：我们有太多的报告要准备，”我一直在忙着打销售电话，“ 或者只是简单的”我没有时间“ 这些都表明这项任务的重要性被严重轻视以及这项任务没有被委派到合格的团队成员手中。
那些还没有跟上这一步的同伴们，让我告诉你们，你们的竞争对手已经安排出时间确保任何一条评论在一个非常短的时间段内都能得到回复。这已经成为他们电子商务战略的一部分，他们也已安排好专门的部门负责分辨正面评论并公开点赞，或者尽最大努力把客人的抱怨最终转换成满意的答复。
虽然一些在线评论网站的精确度有时候仍有待确认，但是作为一名以服务为导向行业的工作者，比如说酒店经营者，没有理由或借口忽视客人发送的信息。要知道，有一些酒店的业务35%-45%来自在线业务。
沉默会被解读为”我不在意。“谁能为这些天传达给市场的此类信息负责？你能想象一位客服经理在收到一条关于服务或酒店设施问题的评论时离开办公桌转而去照顾另一位客人却不给予这条评论任何回复吗？
如果将来一些在线旅行社把客户评论数目和酒店回复数目做成比率，并放在其特制的酒店排名软件中作为评估酒店的一个依据，我想我一点都不会吃惊。
如果酒店行业还需继续获得电子渠道、网站或第三方供应商的支持的话，最好确保管理好网络互动这个环节，所有的评论都要回复。你不想毁掉酒店的声誉，对吧？
你看，现在的酒店服务并不是在客户结完账或者为客户提供完送机服务就结束了…
Philippe ANRIC
英国与瑞士格里昂酒店管理高等教育学院 - Glion Institute of Higher Education
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Ignore online reviews at your peril!
by Philippe Anric 5 November 2013
Can anyone can help me understand why some hotel executives do not respond to online guest review channels?
Even if I’ve become used to thinking out of the box over the years, I still haven’t found any valid reasons to justify why operation executives do not respond to electronic reviews.
I have heard all kind of excuses such as: ‘we have too much reporting to prepare,’ ‘I have been busy with sales calls,’ or simply ‘I don’t have time,’ which indicate that the importance of taking this task seriously has not been understood and not delegated to a qualified team member.
For the ones who haven’t embraced this process yet, let me tell you that your competitors have found the time to ensure that any post will be addressed within a very short period of time. It has become a part of their e-commerce strategy, and they have implemented a dedicated structure to recognize and appreciate publicly the positive reviews, or try their best to convert a complaint into a satisfied response.
Even though the accuracy of some online review website can be sometimes questionable, there is no reason or excuse for a service-oriented provider such as a hotelier, to ignore a message from a client, knowing that some hotels get 35-45% of their business online.
Being silent can be interpreted as “I don’t care.” Who can afford these days to release this kind of message onto the market? Could you imagine a guest service agent who was receiving a comment about the service or about a problem with hotel facilities, leaving the desk to take care of another client without a word?
I wouldn’t be surprised if in future, some OTA’S took into consideration the ratio of the number of guest reviews sent by clients vs. the number of responses addressed by companies, in their tailor-made algorithm hotel ranking software.
If the hospitality industry continues to be supported by electronic channels, websites, and third party suppliers, you’d better start ensuring that this process is well-managed, and that all reviews are addressed. You don’t want to ruin the company’s reputation, do you?
You see, nowadays, hotel service does not end after check-out, or the airport drop off…
Philippe ANRIC
by Philippe Anric 5 November 2013
Can anyone can help me understand why some hotel executives do not respond to online guest review channels?
Even if I’ve become used to thinking out of the box over the years, I still haven’t found any valid reasons to justify why operation executives do not respond to electronic reviews.
I have heard all kind of excuses such as: ‘we have too much reporting to prepare,’ ‘I have been busy with sales calls,’ or simply ‘I don’t have time,’ which indicate that the importance of taking this task seriously has not been understood and not delegated to a qualified team member.
For the ones who haven’t embraced this process yet, let me tell you that your competitors have found the time to ensure that any post will be addressed within a very short period of time. It has become a part of their e-commerce strategy, and they have implemented a dedicated structure to recognize and appreciate publicly the positive reviews, or try their best to convert a complaint into a satisfied response.
Even though the accuracy of some online review website can be sometimes questionable, there is no reason or excuse for a service-oriented provider such as a hotelier, to ignore a message from a client, knowing that some hotels get 35-45% of their business online.
Being silent can be interpreted as “I don’t care.” Who can afford these days to release this kind of message onto the market? Could you imagine a guest service agent who was receiving a comment about the service or about a problem with hotel facilities, leaving the desk to take care of another client without a word?
I wouldn’t be surprised if in future, some OTA’S took into consideration the ratio of the number of guest reviews sent by clients vs. the number of responses addressed by companies, in their tailor-made algorithm hotel ranking software.
If the hospitality industry continues to be supported by electronic channels, websites, and third party suppliers, you’d better start ensuring that this process is well-managed, and that all reviews are addressed. You don’t want to ruin the company’s reputation, do you?
You see, nowadays, hotel service does not end after check-out, or the airport drop off…
Philippe ANRIC
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