Hospitality franchiser Choice Hotels has tasked text analytics software provider Clarabridge with collecting and processing nearly 1 million customer comments in order to improve service and customer lifetime value.
The hotel chain, which includes brands such as Comfort Inn, MainStay Suites and Econo Lodge, has renewed its emphasis on the quality of rooms across brands. Mark Weiner, VP of customer care and reservations at Choice Hotels, said he expects that initiative to result in better customer-retention rates.
“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, ...”