Choice Hotels Case Study

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Clarabridge Enterprise OverviewSystematically Transforming Feedback into Customer Experience Intelligence

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- 100% focused on CEM- Provider of Market Leading

4th Generation Text Mining CEM Software

- Enterprise Standard Across Many Global 1000 Companies


Choice Hotels Case Study

- Choice Hotels International, Inc. (NYSE: CHH) franchises more than 6,000 hotels, representing more than 485,000 rooms, in the United States and more than 35 other countries and territories.


The Problem

- “We get a lot of unstructured feedback from our guests, and increasingly we saw the need for detailed analytics in order to make sense of all of it.”

Mark Weiner, VP Customer Care and Reservations

- Millions of pieces of VOC per year Call center notes, emails, surveys, reviews online

- Manually analyzing feedback Inaccurate and not scalable

- Limited analysis and limited details Root causes unattainable


TripAdvisor Reviews

Social Media: Forums, Blogs, News

Guest Satisfaction Surveys

Guest Relations Contact Center

Emails

Sources

Customer 2 Business

Solicited

Customer 2 Customer

Unsolicited

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Manual Analysis Manual Distribution

Manual Analysis Manual Distribution

Siloed Analysis

Customer 2 Business

Solicited

Customer 2 Customer

Unsolicited



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The Impact of the Problem

- VOC data remains unused- Limited ability to provide actionable feedback

for poor performing properties- Inefficient process for addressing corporate

and GM/owner questions and concerns- Limited ability to impact LTR/ADR


Customer Experience Management

Customer Experience Executive/Team

Clarabridge Systematically Enables the CEM Process


Systematic Infrastructure

Enterprise

Customer 2 Business

Solicited

Customer 2 Customer

Unsolicited

Internal 2 Internal

Clarabridge Enterprise

DeliverTransform

Qualitative

Quantitative

Collect

Ad-Hoc Uploader



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Making Sense of it All

- Linguistic Processing- Auto-categorization

Machine Learning- Advanced sentiment scoring- Reporting and analysis


The Results: Real ROI, Guest andFranchisee Value

- So far… Lower AHT by 30% in Guest Relations Call avoidance

6% reduction in calls from owners/operators5% reduction in calls from guests

80% reduction of manual analysis Increased “Likelihood to Recommend” =

increased “Average Daily Rate” by 1.7% for worst performing properties

Accurate data = the right business decisions


Keep Up With Your Customer’s Voice

The Benefits of a Systematic Infrastructure: - Eliminate manual coding efforts- Dramatic increases in contextual insights and actions - Enable CEM competency - Daily quantification of qualitative feedback - Continuous analysis- Real time alerting on emerging issues- True customer perspective analysis- Immediate new and historical analysis- and more…

Documents

Choice Hotels Case Study