responsible commitment
The NH experience
36
QUALITY MANAGEMENT
SYSTEM
Our culture to improve customer
experience
Thanks to the implementation of different projects
rolled out this year and the Company’s integral
quality management system, positive trends
in perceived quality ratings among customers
continued in 2015.
These results, reflected daily, come from a culture
of change focused on the customer, and that
adjusts quickly to the market needs.
Quality measurement tools
The instruments that allow the Company to
monitor the perceived Quality and the action
plans have continued to evolve technically and
functionally, with special mention to the “Quality
Focus online tool” through which customer
ratings can be monitored in both internal and
online channels.
Other new instruments were also successfully
implemented in 2015, such as the Iristrace APP,
which makes it possible to conduct quality controls
at Company’s hotels through a Smartphone
and communicate them to the different hotels
and operational departments through reports
automatically generated by the application. This
considerably expedites the quality management
process by key users.
Other instruments for Quality Management
Quality managers in every Business Unit of NH Hotel Group
ensure that the Company’s high quality and customer satisfaction
standards are met, by visiting all the hotels and issuing reports
that facilitate the implementation of corrective actions.
In addition to internal visits, the Mystery Guest external audits
programme was also conducted in 2015, which has allowed
assessing how the services adapted to the standards and
procedures established by the Company and to implement
corrective measures at the centres where room for improvement
was pinpointed.
Personalization and closeness to its customers continue to be
the main priorities for the Customer Service Department, where
there was a noteworthy increase of relevant contacts through
social media in 2015, as well as an increase in direct contact
between hotel managers and customers (55% increase) in the
form of replies to NH Hotel Group’s internal Surveys through the
Quality Focus Online tool.
Impact on visibility and Quality perception
The global perception of the Company’s quality has been positive
compared to the previous year, with +0.1 growth up to 8.3, an
increase mainly attributed to growth in the different online
channels. These results have catalysed the Company’s visibility,
particularly on TripAdvisor, where many more of the Group’s
hotels have positioned themselves among the best in their cities,
with 137 hotels on the Top 30 of the prestigious website by the end
of 2015 (122 hotels in 2014), that is a 49% of the portfolio.
NH Collection continues to consolidate its success in terms of
customer ratings, quality perception and visibility. The hotels
from this brand have received average ratings of 8.8 (average of
internal NH surveys and online ratings). Regarding their visibility
on TripAdvisor, 41% of these hotels are positioned in the Top 10
and 67% in the mentioned Top 30. This makes them, once again,
the best reference for the Company in 2015.
hotels in tripadvisor
* In cities with more than 20 hotels
27% 41%
TOP 10
49% 67%
TOP 30
NH Hotel Group
NH Collection
Q1 13
7,6
7,8
8
8,2
8,4
Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15
NH Hotel Group
Compset QF Online
tripadvisor web score evolution
nh vs compset qf online
2014
2015
Diff.
NH Survey rating (scale 1 to 10)
General
8.4
8.4
0.0
Service
8.8
8.8
0.0
NH Hotel Group Survey ratings
164,144
170,428 6,284
Online rating (scale 1 to 10)
General
8.1
8.2
0.1
Service
8.5
8.5
0.0
Online Survey ratings
249,005 323,259 74,254
Customer care KPIs
General Managers
communications
17,924
27,749
9,825
Customer Care
communications
20,977
19,322
-1,655
Main Quality indicators
