Overtone - Social Media Monitoring and Measurement

Airlines, Travel, and Hospitality

Airlines:

The problem facing airlines is apparent from any visit to Travelocity, Orbitz or Kayak. Your airline is just another cell on a price and schedule spreadsheet. Airlines that are able to focus their brand on several key attributes and relentlessly execute on delivering on them are able to break out of the box and continuously deliver profitability. A recent McKinsey studied showed that companies that can maintain this kind of focus regardless of their overall customer satisfaction sustained growth rates 9.5% higher than companies that were less successful at crystallizing and delivering on key "brand triggers".

OpenMic's Integrated Listening System™ is invaluable to continuously monitoring the delivery of your brand promise and the success of your focus. Although perfectly suited to reporting overall customer satisfaction and net promoter metrics, OpenMic delivers actionable customer insights from your customer comments at every point of interaction with the customer – in real-time. Uncover the real sources of satisfaction or isolate the cause of service shortfalls, even exemplary employee efforts continuously, so you can not only manage your brand performance with your customers but within your own operations.

OpenMic's business rules engine means that you can proactively engage a customer at the time they reach out to you. For example, if a customer posts a comment on your online reservation system about "flight delays", you can automatically convey an apology, explanation, and an offer for complimentary club admission.

Every aspect of your business from route planning, product development, loyalty programs, service strategy, reservations, in-flight service and amenities, airport presence, advertising and partnering strategies can use the actionable insights leveraged from customer comments to deliver on your brand promise.

Hospitality:

Both eatery and hotel properties know the value of differentiation and segmentation in delivering sustained profitability. Beyond basic customer satisfaction and meeting the basic needs of travelers, brand "personality" and focus on key differentiating attributes is a must in carving out a sustainable loyal market niche. Having an almost infinite range of differentiating customer interaction points, continuously delivering on the promise of your brand in the face of changing consumer tastes, trends, and habits is costly, time-consuming and fraught with risk. Yet, a brand has to stand for something or it stands for nothing. Only calculated over-delivery of key satisfaction drivers – exceeding customer expectations will make any significant impact on customer mind-share. This kind of brand focus promises rewards, but the costs of miscalculations or overreaching can be catastrophic.

OpenMic's integrated listening system is invaluable to continuously monitoring the delivery of your brand promise and the success of your focus. You can not only continuous monitor customer sentiment, attitudes and issues at every point of customer interaction with your brand but proactively engage them.

Service, Cleanliness and Experience Issues: OpenMic will identify these broad issues, providing reports on overall positives, negatives and trends. You can then drill down to sub-issues and ultimately, the actual customer comments on which the scores are based. For example, you might see that "cleanliness" is spiking in a negative direction. From there you will be able see the specific components of cleanliness, such as "tables are not cleared and wiped down promptly" or "stains on carpet," then to the quotes themselves which are ranked by relevance and urgency.

Pinpoint Problems Geographically: Overtone provides the ability to determine if your problem is national or local in scope, allowing you to drill down through the national, regional and local levels, ultimately to the individual units at the root of customer comments.

Menu optimization for Casual Dining and QSR Chains: Your sales figures will tell you which products are selling and which are not, but Overtone will explain why. In addition to feedback on specific menu items, Overtone will also alert you to more global menu issues such as the number and variety of soups or deserts offered, demand for "healthier foods" or entire new menu categories.

Travel and Restaurant Comment Monitoring: There's a lot of conversation going on out there, not only on your own website, but on sites like Chowhound, Zagat, TripAdvisor and so many more. You may not be able to control the dialog, but you can sure learn from it. Overtone will alert you to what people are saying about your company, products and services so that you can act quickly to seize opportunities or manage problems before they spin out of control.

Engage your customer: Real-time collection and analysis means that you can respond proactively with a customer at the time they reach out to you with a comment. An example: A customer in your hotel sends you an email complaining about the "lack of business services", OpenMic will automatically classify the comment and the built-in business rules can automatically respond with an email apologizing for the shortfall, explaining the focus of the hotel brand and an offer for complimentary business services at a more business-oriented hotel chain in the group.

Now you have the key customer intelligence you need to deliver on your brand differentiation and segmentation strategy. And these are just one of the ways that OpenMic's integrated listening system can deliver value to your business processes.

You cannot ignore the strategic advantage that continuous brand monitoring offers your company. Please schedule a personalized demonstration of the OpenMic integrated listening suite.