How Fairmont Beijing Reduced Negative Reviews by 50%

What do you get when you combine a brand synonymous with impeccable service and a destination known for offering the utmost in luxury? World-class customer experiences. That is certainly the expectation of guests staying at Fairmont Beijing. The hotel brings unprecedented luxury and hospitality for guests who want a distinctive stay in the heart of China’s capital business center.

About

Stretching over 25 floors and 222 rooms in a striking glass-fronted building, the Fairmont Beijing sits between the central business district and one of the city’s most famous fashion streets. Each room and suite offers top quality amenities, unique architecture and superlative decor. Guests also enjoy the luxury of dining at one of the many award winning restaurants and bistros.

Challenge

For Fairmont’s Royal Service Agents, effective and engaging communication with guests is an essential part of the job. That requires being particularly adept at picking up on guest needs and responding appropriately. Prior to using Local Measure’s real time feedback tool Pulse, the hotel found that they were learning a lot about their guests – but that the information was coming to them only after the guest would leave and the responses were often anonymous. The Fairmont team wanted a way to find out how each guest’s experience was going before they completed the post-stay survey so the team could make immediate improvements.

Solution

Local Measure worked with Fairmont’s Royal Service department to implement the Pulse feedback system which sends a feedback prompt to guests immediately after they connect to the hotel Wi-Fi. The screen that appears asks them to simply tap a rating from 1–5 to indicate how their experience is going so far. When a negative rating is left, the guest is asked to add a comment detailing how the experience could be improved.

The solution was able to be implemented within a day. The IT team simply had to add a redirect URL that would appear after a Wi-Fi connection was made. All feedback responses became immediately viewable in the Local Measure dashboard, where staff could mark each feedback item as “Actioned” or add internal notes for team members.

The Royal Service team managed incoming feedback by immediately recording it in their proprietary Royal Service software system and notifying the relevant department of any required action. When feedback from multiple guests arrives simultaneously, the hotel prioritizes the guests who have left negative feedback. For positive feedback, the team will leave a check out alert to remind the receptionist to invite the guest to complete a post-stay survey.

Yumi Yu, Guest Experience Manager
“I really appreciate that Pulse gave us the opportunity to monitor guest feedback. Previously, if some problem happened the guest needed to search for a way to express it. Pulse was the best tool to let guests communicate their feedback.” – Yumi Yu, Guest Experience Manager, Fairmont Beijing

Achievements

50% decline in negative reviews

Local Measure Pulse has had a stunning impact on the online reviews Fairmont Beijing receives – a factor that strongly influences new bookings. Compared to the same period of the year prior to implementing Pulse, the rate of negative reviews declined by 50%.

3x per week the team turn a negative experience into a positive one

For the Royal Service team, witnessing the impact they are able to make on improving individual experiences is one of the most rewarding aspects of the new program. The team report that they are now able, on average, to turn three negative experiences each week into positive experiences. That means that each week, three guests (and whoever is traveling with them) who would have otherwise been unlikely to return are now prime candidates for loyalty.

Improvement in YTD customer satisfaction score

As an Accor brand representing the elite end of service, Fairmont have an incredibly tough benchmark to beat when it comes to increasing guest satisfaction scores. However, after just a few months of using Pulse, the team were able to notice a marked improvement from the same period of the previous year, increasing their score by 0.31.