Return to our Home page Search
Click here for the hotel and hospitality news from around the globe Hotel, Travel and Hospitality Articles Videos and in-depth Interviews
CONCIERGE DESK
Read more now
Read more now
Read more now
Data Driven Employee Performance and Customer Satisfaction.
By Vijay Dandapani ~ Hotelier's outlook on NYC, travel and the industry
Tuesday, 24th December 2013
 

For nigh over a decade now it has been received wisdom that any organization with a direct touch point to customers is going to need a dynamic and ongoing stream of metrics that provide feedback on the efficacy or not of their customer service platform.

Partly driving that thinking is the fact that up to 40% of the volume of customer service calls may not materialize if a pro-active data driven customer service response mechanism is in place; one that would have gone towards anticipating customer preferences and needs.
 
But an undue reliance on data and developing metrics around that may be stamping out initiatives and not rewarding intangibles.

That at least is the viewpoint of a recent article in the Harvard Business Review Blog which suggests that better data may not necessarily mean better employee performance and organizational outcomes. 

It cites the example of the reward system at work in schools where performance evaluations pivot around scores only to find that "higher test scores don’t necessarily translate to greater student mastery of the material. In other words, teaching methods that are effective in improving test scores may not be the best for increasing students’ knowledge."
 
Applying the foregoing in the work sphere the HBR blog notes that work in many organizations "leads to easily measured outcomes as in sales volume".  

Complex issues like handling customer charge backs in the hotel industry, for example,  are are harder to quantify but likely lead to better customer engagement. On top of that "the rise of eHRM—electronic human-resource management has made it becomes easier than ever for organizations to automate the collection and analysis of employee data." 

While this enables easy quantification it overlooks the goodwill engendered by the time-consuming but rewarding outcomes from complex transactions that result in an employee winning over an agitated customer.
 
The article points out that an oversimplification or over-objectifying of the measurement of performance risks missing the richness of what makes that job special—or complex—or what makes each person’s contribution unique.

For many managers that "duality is not apparent" and  "managerial knowledge and skill in applying metrics has not kept up with organizations’ ability to create them".
 
The solution to the seeming fork in the road according to HBR is "better data" and cites the example of sabermetrics in baseball which looks for "objective knowledge" in baseball statistics.  

What remains true is that a primary way at getting at the underlying causes of customer dissatisfaction is a rigorous analysis of data particularly from customer response centers whether they are call or internet based.

Vijay is Chief Operating Officer and part-founder of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city. Member of the board of Directors - Hotel Association of New York.

Read Vijay's blog HERE

Advertise with 4Hoteliers.com ...[Click for More]

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

Learn more about DigiJames - in room technology
Advertisment  
 Related Articles  (Click title to read)
Steps for Creating Behaviour and Performance Expectations that Drive Employee Engagement.
Digital That Enables Omni-Channel Customer Service.
The Pleasure Principle!
Moving from Customer Service to Customer Experience.
 Latest News  (Click title to read article)
Facebook and Twitter - Nothing there says Priceline
Friday, 18th April 2014

JW launches experience-driven CUR8 App for travelers
Friday, 18th April 2014

Global training spending finally growing again - Part 1
Friday, 18th April 2014

The TravelClick Perspective - March 2014: 2014 Outlook
Thursday, 17th April 2014

Shangri-La opens in the Heart of the Himalayas today
Thursday, 17th April 2014
 Latest Articles  (Click title to read)
Creativity & Passion - Keys to Wowing and Returning Guests
Friday, 18th April 2014

The Critical Connection Between Resilient Workplaces And Diversity
Friday, 18th April 2014

Do Your Job Descriptions Inspire Greatness?
Friday, 18th April 2014

Besides Training: How To Maximize Hotel Reservations Conversions
Thursday, 17th April 2014

Millennials: Technology = Social Connection
Thursday, 17th April 2014
 Most Read Articles  (Click title to read)
Global Update: Who's Where and Doing What - Jan 2014
The Top Trends in Search for 2014
The Digital Direction Part 1: Fundamentals of Digital Marketing and Why it is Vital Hotels Understand
Global Update: Who's Where and Doing What - Feb 2014
Expedia's Top Five Conversion Tips

© Copyright 4Hoteliers 2001-2014 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here

Use of this web site is subject to our
terms & conditions of service and privacy policy