Pullman Sochi Centre Creates Personalized Experiences From Customer Feedback

Catering to both leisure and business travelers is a challenge for all hotels and becomes even more challenging at the luxury level in a cosmopolitan city. Pullman Sochi Centre knew they needed a way to dive deeper into what guests were thinking and feeling during their stay in order to deliver the highest level of service.

About Pullman Sochi Centre

Counting 150 rooms and the largest conference facility of Sochi, the 5-star Pullman Sochi Centre hotel is located in a new building complex, offering guests a clean and modern look suited for all types of stay. Overlooking the Black Sea, the hotel allows guests and visitors to enjoy fine Mediterranean food at its award-winning restaurant, Sel Marin.

Featuring a bar, a “Fit and Spa Lounge”, as well as indoor and outdoor pools, the hotel welcomes international, cosmopolitan guests looking for the high standards of the Pullman brand.

Challenges

The hotel’s proximity to the business district and the seaside makes it an attractive destination for both business and leisure travellers, and the challenge lies in meeting the different expectations and needs of both business and leisure guests. To make sure that every single expectation is met to the highest standard, the hotel was in need of real-time feedback that would allow them to get richer insights into the guest experience.

Solution

Nicolas Torio, General Manager of the Pullman Sochi Centre turned to Local Measure and implemented Pulse, a real-time feedback tool. With Pulse, guests are asked to rate their stay and share their feedback after logging in to the hotel's Wi-Fi. Their comments are immediately communicated to the hotel staff through the Local Measure app, allowing the team to see how they can improve the guest experience in real-time. Managers have the ability to see when feedback has been actioned and the response times.

Achievements

1. Personalized guest experience

By linking Local Measure to the AccorHotels Heartist program (a program aiming to provide a welcoming and authentic service to each guest), information left in the real-time feedback tool was used to provide unique experiences to each guest, creating meaningful moments and adding a sparkle to the customer experience.

 

2. Service recovery timeliness

A noticeable achievement was the improvement of the response time to guest feedback, which has dropped under 1 hour and 10 minutes. This was accomplished through the involvement of every department, increasing effective internal communication in the service recovery process and providing guests with better, faster service recovery initiatives.

“Our goal is to action Pulses as fast as possible to ensure that guests see their problem resolved while they are still in the hotel.” – Nicolas Torio, General Manager at the PullmanSochi Centre Hotel

3. Better Reputation Performance Score

Beyond service recovery initiatives, the hotel used Pulse as an opportunity to start a discussion with all their guests. Showing appreciation to guests that left positive feedback on Pulse and reaching out to frequent guests to thank them for their loyalty encouraged positive online reviews and lead to an increase of the Reputation Performance Score of the hotel compared to the previous year.

 

“Our experience with Local Measure is very good, we have experienced good results and an increase in RPS compared to last year, and I think Pulse helped a lot” – Nicolas Torio, General Manager, Accor