Whether face-to-face or, more recently, online, customers have come to expect prompt and effective service from hotels. Service over channels like Facebook and Twitter is a logical extension of this, enabling hotels to satisfy their savvy consumer base and publicly demonstrate great service to millions of potential guests.
Today’s guests have the power to publicly persuade and dissuade friends, family and followers from booking with a specific hotel brand, all in 140 characters or less. In the ultra-competitive travel and lodging market, turning guests into loyal brand advocates is essential.
Done right, social customer service can not only retain current customers, but can also attract new ones. For many companies, social customer service is still either an offshoot of their social marketing, or a secondary activity. However, consumer expectations, coupled with the increasing number of companies that are starting todeliver real, fast social service, means that social customer service is rapidlybecoming fundamental to customer satisfaction.
With all of this in mind, we used our Twitter Performance Tracker to analyze the customer service performance of 20 leading hotels on Twitter in order to benchmark industry successes and to provide actionable insights on how to resolve industry failures.
Some key findings included:
- Hotels had an average response time of 7 hours and 21 minutes, though 9 of the hotels were responding in under an hour and 6 took more than 10 hours to respond.
- Brands responded to less than 20% of direct @mentions on average.
- Starwood Hotels had the fastest average response time at 9 minutes and 4 seconds.
- All of the hotels analyzed are setting expectations for customer service on their Twitter pages.