PR, text analytics and sentiment analysis are typically used for crisis management and to manage negative feedback. However, for businesses in the hospitality industry, sentiment analysis can be used to gain a competitive advantage by finding new opportunities to improve the customer journey.
This has been the experience of leading hospitality and vacation ownership company, Breckenridge Grand Vacations (BGV), and text analytics software provider, Keatext.
By leveraging the text analytic functionalities of Keatext and the survey and reporting capabilities of CustomerCount, BGV gained valuable visibility across unstructured channels, simplified internal communication and boosted customer happiness.
What is Keatext?
Keatext is a plug-and-play AI-powered platform that synthesizes in seconds large volumes of feedback from multiple channels. This includes open-survey questions, online reviews and social media posts. The software then produces actionable insights delivered on one comprehensive dashboard.
Designed to minimize response time, Keatext is the industry’s most agile cloud based opinion-analysis engine. As such, it relies on deep learning and a rich, ever-growing knowledge base.
In addition, with its CustomerCount integration, the BGV team used text analytics to tap into a “goldmine” of invaluable insights of their customers’ wants and needs. As a result, they could proactively respond and alter policies before complaints were made.
What is text analytics?
Text analytics is an alternative approach to customer feedback. Comprising algorithms, AI technologies and text mining software, text analytics draws meaning or sentiment out of written communication. Inherent in sentiment analysis is a focus on proactive learning, active conversations with customers, and a balance of both granular and global considerations.
Moreover, as consumers share more data and feedback online, they increasingly expect a higher level of responsiveness and agility. No matter the size of the company. In other words, those who harness the power of text analytics are likely to be rewarded with growth, engagement and loyalty.
What were the results?
Rick Tramontana, BGV’s Director of Owner Relations, saw big potential for exciting new ideas and opportunities. He explained:
“Ultimately, our model is to give our owners the absolute best experience possible. That way, the next time they’re up at a sales table, they’re more likely to buy more from us. So we really saw this as an opportunity to make what was already good that much better, and to take it to the next level.”
As a result, the BGV team were able to:
- Track sentiment for extensive periods of time;
- Follow the impact of key campaigns, milestones and decisions;
- Enjoy instant feedback;
- Compare and contrast sentiment across surveys, channels and segments;
- Understand what’s happening across multiple channels;
- Remove information silos; and
- Identify all trends and implement changes speedily.
“Keatext helped us identify smaller trends, sure, but also larger trends that could be improved either at the location level, across one of our departments, or even at an entire company scale,” said Rick.
After such success, Keatext text analytics is fully integrated with BGV’s quality assurance process – and the team loves it.
About Breckenridge Grand Vacations
Breckenridge Grand Vacations is a family built timeshare and resort development company founded in Colorado in 1984. Today, the business comprised four resort properties, 25,000 owners and a staff of over 600.
Find out more
Want to know more? If you would like to harness the amazing opportunities of text analytics with Keatext and CustomerCount, call us now on +1 317-218-0322.