A Practical Guide to the "PDCA Cycle" for Continuously Improving Customer Satisfaction via Review Analysis

Tools to Use

• Review Analysis Assistant
• Sensei AI - Hospitality Industry

Developing Service Improvements Using Review Data

For today’s travelers, reviews are a crucial factor in choosing a property, and feedback on OTA (Online Travel Agency) sites significantly impacts bookings. Beyond ratings, reviews often contain valuable hints for improvement, such as specific requests or underlying dissatisfactions.

This article introduces a method to extract hints for improvement from review data using "Review Analysis Assistant" and "Sensei AI." We will cover how to create concrete service improvement plans, implement them, and then re-analyze reviews several months later to understand exactly how the feedback has changed as a result of your efforts.

Specific Steps

Step 1: Analyze Voice of the Customer and Identify Areas for Improvement (Plan)

▶︎ Review Analysis Assistant

First, objectively assess the current "Voice of the Customer" to clarify what needs improvement. Enter the URL of your property’s page from a review site into the Review Analysis Assistant to start the analysis.

Review the automatically generated highlights (sorted by importance), star rating trends, and key talking points. Next, use the chat interface to dig deeper with the following prompt. Be sure to extract positive points as well to understand what guests currently value:

Once the AI generates the analysis, save it using the "Clip" function. This serves as your "Current State Data" before making improvements.

Step 2: Plan and Implement Service Improvements (Do)

Based on the complaints and requests identified in Step 1, plan and execute specific service improvements. Accurately reflecting guest feedback in these actions is the foundation for your next effectiveness measurement.

Example improvements include:

• Improving Service Quality: Conducting training for specific service issues highlighted by the AI.
• Facility Upgrades: Adding amenities frequently requested by guests or strengthening the Wi-Fi environment.
• Introducing New Services: Planning local experience programs that emerged as a potential need.

Step 3: Re-analyze Feedback After a Set Period to Measure Effectiveness (Check)

▶︎ Review Analysis Assistant

After a sufficient period for validation—such as six months after implementation—perform another analysis using the Review Analysis Assistant.

Enter the same source (review site URL) used in Step 1 and run the analysis. Then, provide the exact same prompt in the chat as you did in Step 1:

Once the AI generates the results, save them to your "Clips" as "Effectiveness Measurement Data." You now have data from both before and after the improvements.

Step 4: Confirm Changes and Determine Next Steps (Act)

▶︎ Sensei AI - Hospitality Industry
(Manual comparison via Excel is also possible)

Prepare your "Current State Data" clip from Step 1 and your "Effectiveness Measurement Data" clip from Step 3. Start the chat by sending the following:

Next, send both the "Pre-improvement data" and "Post-improvement measurement data" saved in your clips.

Sensei AI will compare the data from both points in time and provide specific insights into changing review trends and future areas for growth.

Based on these results, you can evaluate the effectiveness of your changes, decide whether to continue or revise measures, and identify new areas for improvement, thus continuing the PDCA cycle.

Expected Results (Examples)

You can efficiently analyze guest feedback based on data rather than intuition, leading to concrete service improvements. By objectively evaluating how guest feedback changes before and after improvements, you can maintain a high-ROI improvement strategy. This promotes higher customer satisfaction, increased repeat rates, and a boost in positive word-of-mouth, significantly contributing to the property's brand image and profitability.

Target Metrics for the First 6 Months

KGI (Key Goal Indicator):

• Customer satisfaction score in internal surveys after 6 months: +2% compared to pre-implementation.

KPIs (Key Performance Indicators):

• Completion rate of planned improvement measures: 80% or higher.
• Number of repeat guests: +5% compared to pre-implementation.
• Mention frequency of identified key complaints in reviews: -10% compared to pre-implementation.

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