"We learned that the most expensive advertising brought the fewest guests and that a new team along with revised management policies resulted in concrete improvements in customer satisfaction."
Survey range: October 1st To December 31st, 2016
The popular Ocean Club located on the resort island of Koh Samui, Thailand is the birthplace of U Say and a long time client. In the fourth quarter of 2016 a new management team was put in place and a new chef head chef was in the kitchen. A number of new policies were implemented and various new staff hired. Three months later, the results were clear and conclusive. Using U Say, the resort was able to clearly demonstrate improvements across all facets of customer satisfaction.
When results for Q4 were compared against Q3, the numbers spoke for themselves. The new team was a success. While the score of the key metric of Overall Experience increased a modest 4 percentage points from 86% to 90%, the number of guests choosing the answer Excellent (the answer indicating the highest level of satisfaction) in response to every one of the seven questions posed to guests increased considerably.
During the same time period, it also became clear that Beach Republic’s most expensive advertising campaign in a premier Inflight magazine was simply ineffective. Month after month, only 3% of respondents indicated that they heard of the Ocean Club after reading the magazine. Far more effective were advertisements in local on-island publications combined with internet search engines, the two of which accounted for nearly 25% of all foot traffic in Q3 and Q4, 2016. With this information in hand Beach Republic redirected recently stopped advertising in the inflight magazine and redirected the marketing budget to expand it’s online and on-island presence.
"U Say has been indispensible in giving the team confidence that our recent hiring decisions and management practices are sound and effective. It is a vital tool that is a central role in understanding both our staff and our customers." – Julie Glover, Resident Manager Beach Republic, Koh Samui