Ok2Say CM actively represents the customer at management level so that informed customer orientated decisions may be made with confidence. Service companies rely on meeting and exceeding the expectations of their customers. Using Ok2Say CM, we create a permanent cost effective communication between the service and the customer. Your service team may be specialists at conquering the operational and logistical questions but to develop a customer orientated service the first step is to listen to your customers.

- Who are your customers? Who are your core markets or niche groups?
- How does each of your sectors or departments perform and how can they perform better from your customers perspective?
- What factors determine the degree of loyalty that you develop between you and your customer? Why do they go to your competitor?
- What is their awareness of your product range, and what priority do they give at each stage in their decision making process?
- How do you compare in every area of service versus competitors, other market sectors, locally, nationally, and internationally?
- How can you use what you know about your customers, to optimise effective media planning and return on media spend?
- How can I reposition my brand to gain market share?

The Ok2Say CM system constantly monitors the answers to these questions and more, to provide up to the minute information to enable accurate decision making.

Case Study - Hotel
Ok2Say CM was launched within the Hospitality Industry amongst 4 Star Hotels. The system enables a very active feedback from service customers in a way that allows both comparability between operations and flexibility to adapt to each.

Within 4 weeks the primary reports were provided to the member hotels. Every aspect of their services and facilities were monitored and examined. For the first time, most of the participating hotels saw clearly how they were performing in reliable context, and all gained a clear understanding to further their service quality.

We demonstrated the variance immediately throughout the segmented customer groups in the expectations of service and brand loyalty.

All aspect of the service was examined and each hotel was provided with regular reports. Here is a small selection of some of the findings

- We identified the strengths and weaknesses of each hotel, and encourage performance target setting amongst their teams to strengthen their quality. The continuous independent monitoring of performance measures provided the incentive and motivation for their teams.
- We highlighted the benefits of resource planning using their customer insight. For instance, now they know that certain guest types are more sensitive to certain aspects of the room such as a poor view or a noisy street. When a guest arrives they now allocate resources accordingly, matching guests to the aspects that they are more likely to appreciate. The increase in satisfaction enforces the brand loyalty and the likelihood to return of recommend.
- Our analysis showed clearly the differences throughout the services and facilities between local and international guests. Which of these differences are caused by cultural differences and which where due to the hotel not meeting international standards were determined by additional segmentation within nationality and business versus leisure guests.
- Using rolling 4 and 8 weekly time series data we highlighted the cause and effect of changes throughout each operation. What happens to the satisfaction when the supplier of toiletries is changed? What is the effect upon value for money, time to wait or perceptions of quality when the evening menu is changed?
- We identified the brand loyal groups and examined what is the 'X' factor which creates that bonding as opposed to other guests. We could also explore their media awareness profiles to accurately target these audiences for future campaigns.
- The information from this project provided such a high degree of insight, that with the agreement of the participating hotels, the total sample information (not on individual hotels) was provided to tourism academic institutes and industry organisations to extend their market knowledge.
The hotels are now able to make informed decisions based on reliable information rather than their instinct or assumed conclusions. These changes will ultimately result in an increase in customer loyalty, brand strength and increased revenue.
Service performance may now be tracked and observed on a weekly or monthly basis enabling responsive action.

Service Industries and sectors
Ok2say is ideal for the following:
Hospitality and Tourism
Automotive
Financial sectors
Cinema and (corporate) entertainment
Business services
Hospitals and Clinics

Implementation
This cost-effective service may be implemented in a short period of time with minimal training.
For more information and demonstration of the Ok2Say CM system, please contact Bruce on the details below.