At the risk of sounding preachy, can we consider a unified theory of feedback for Marriott experiences? How about a Likert scale (very satisifed to unsatisfied with 5 stops from one end to the other) to assess our stays. Sometimes (and I am guilty of this, it's hard to get to the meat of an issue in words) a but structured wording is OK. I think and I know that people rely on data culled from these kinds of measurements to decide if they should make changes.
Marriott GSS (Guest Satisfaction Surveys) are used by hotel management to grade performance within Marriott Brands. Aggregated Likert Scaled data provides the metric for these GSS overviews,
I am suggesting here that we adopt our own scaling (perhaps use common language if not the scale itself) to address our satisfaction or dissatisfaction with our stay experience.
Thus any feedback would begin with the line:
I was very satisfied
I was satisfied
I was not satisified
I was dissatisifed,
I was very dissatisfied with (whatever)
Could make the folks at Marriott Rewards more likely to see in quantifiable terms, our likes or dislikes?
PS--GSS, according to my sources, still plays a major part in hotel ratings within the company. A third party handles the survey mailings and emailing, and no one is quite sure what the triggering mechanism is that starts the process for any guest.
If I can find out I will post the insider scoop on GSS
On the MVC side, guest satisfaction is tied to resort arrival/check-in, quality of villa, resort activities and problem resolution. The brand is built around providing the comforts and luxury of a fully-furnished home with a working kitchen while on vacation. My sources say the key drivers include:
I suppose Marriott brand management is about managing what you measure. So measuring guest satisfaction on the hotel side will be very different from measuring guest satisfaction on the vacation side because they are different businesses.
Without getting too complicated, one thing is for sure, from the guest view, you are satisfied with your experience or you're not.
Postscript 4/8: The announcement* posted by a member of the Marriott Concierge Team on Flyertalk yesterday evening illustrates the favorable impact of guest feedback leveraging the "new rules of engagement". The GSS is definitely one source that Marriott can use to determine how they are measuring up as well as identify gaps in service delivery. The 'new rules' including social media such as Flyertalk.com, Marriott Rewards Insiders and e-mail to Customer.Care@marriott.com provide more immediate engagement. To Marriott's credit, they are leveraging multiple sources to become more agile:
Just over two weeks ago I announced that Marriott would be reevaluating its Concierge Lounge offerings. All the concerns raised in this thread were discussed; however, the focus of the current change is on food offerings. Based on multiple feedback sources, we learned that hotels needed additional flexibility in the types of popular, healthy, and comfort food selections they offer. Going forward, our General Managers and hospitality teams on property will have options that will help them to customize lounge offerings that meet their guests preferences.
I recognize that many of you would have liked more details regarding this new policy, or perhaps to have seen additional changes. I am optimistic that as you visit our lounges over the next weeks and months you will be pleased with the changes you observe. I assure you that we continue to look for ways to improve and we value your comments, concerns, and questions.
Marriott Concierge Team