Hotels can use online reviews to motivate staff members to provide better customer service. "Social media has opened up a world of direct, unbiased customer feedback that gives managers and executives an unprecedented window into how guests perceive their experiences and how they discuss those experiences with their peers. The trick is in learning how to use that wealth of information to benefit the guest, the staff, and ultimately the business," writes Kristin Muhlner, CEO of newBrandAnalytics.

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