The power of social media analytics

Abstract

WITH MORE THAN 4,100 properties in more than 90 countries, Accor Hospitality was facing pressure from customers, as well as from shareholders, to increase customer satisfaction and quality of service during an economic downturn. It thus turned to Synthesio, a global, multilingual social-media monitoring-andresearch company, to examine the more than 5,000 customer opinions posted each month on travel websites worldwide concerning Accor's various brands. Accor saw its main challenge as how to quickly identify customer dissatisfaction and then correct problems at their source. Synthesio created a tool to track the online reputations of 12,000 hotels, including those run by Accor and those run by its competitors. It quickly revealed a number of problems Accor guests were having; for example, room keys were being demagnetized unintentionally by their smartphones. Accor was then able to work with its room-key supplier to address the problem. Accor was also able to set up.