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How to use customer rewards to drive business to your amenities

by Ethan Hawkes
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A world famous hotel in Liverpool over the years has become a leading destination in the UK for business and industry specific conferences. As with most conference centers, the hotel gathers feedback to make sure its guests are satisfied with the service and continue to book conferences.


The hotel hosts a mix of bars, restaurants and fine dining options for conference guests to lounge about after the conference ends for the day. Unfortunately, the bar and restaurants were not seeing the amount of foot traffic they would like.

The problem was the configuration of the hotel. The escalator and elevators encouraged visitors to leave the hotel instead of staying and spending their time in the bar and restaurant.

The food and beverage team was stumped by this predicament. Completely remodeling the hotel would be way too costly, but then along came SurveyMe.

Using SurveyMe, the hotel offered conference attendees and exhibitors the option to give feedback on the conference experience along with a surprise reward at the bar. They received a total of at least 20 responses at each event and gave a reward of a two-for-one cocktail for each response.

Turns out, people love customer rewards! Not only was the survey response rate higher than before, with this offer, the average amount spent at the bar between 5 p.m. and 7 p.m. increased by 42% within a month.

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The bar staff reported the bar in general being busy and the two-for-one cocktail deal was usually accompanied by the purchase of two more additional drinks. The amount of bar lingering increased even more after introducing a 7 p.m. to 8 p.m. happy hour.

The feedback itself was also useful. The hotel ends each conference with event organizers sometimes asking for discounts after reporting incidents they thought were detrimental to the event. Examples include the conference room being too hot or not enough tables or chairs for all of the attendees.

With SurveyMe and its ability for instant-feedback, hotel staff was better able to respond to  problems as soon they were reported. Organizers problems were being taken care of so quickly,the amount paid for event compensation claims from organizers decreased by an average of £2,000 a month.

 

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Between increasing revenue and saving money, SurveyMe worked wonders for a world class hotel in Liverpool. Sign up here to see if you want to see how SurveyMe can take your business to a whole new level.

 Download Guide: How To Create An Effective Survey

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