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Practical Guide: Valid Data Capture and increasing Response Rate.

A practical guide to capturing valid data and increasing the survey response rate through simple, repeatable, and measurable actions at the front desk.

Why is this project important?

This checklist ensures the correct capture of valid data (email and phone number) from our guests, allowing us to collect their feedback effectively.

It serves both operational teams and follow-up efforts, facilitating the continuous improvement of the guest experience.

 

 

Daily Checklist – During Check-in

  1. Validate email address: Do not assume the email on the reservation is correct. Confirm the personal email address directly with the guest.

  2. Request phone number: Ask for and confirm the complete phone number, verifying it is the guest's personal number, not a corporate one.
  3. Request phone number: Ask for and confirm the complete phone number, verifying it is the guest's personal number, not a corporate one.
  4. Notify about the survey: Verbally inform the guest that they will receive a brief survey via email or WhatsApp during or at the end of their stay.

 

Suggested phrases for your team:

  • "During or after your stay, you may receive a very brief survey. Your feedback is very helpful to us."

  • "We value your opinion; therefore, you might receive a short survey via WhatsApp or email during or at the end of your stay."

  • "You will receive a short survey later on to evaluate your experience. It helps us a lot to keep improving our service."

 

 

Daily Checklist – During Check-out

  1. Reconfirm data: Verify that the registered email and phone number are correct before the guest departs.

  2. Remind about the survey: Mention in a direct and friendly manner that the survey will arrive in just a few minutes.

  3. Thank them in advance: Express explicit gratitude for their future response, reinforcing its importance.

 

Suggested phrases:

  • "You will receive a short survey in a few minutes. Would you mind helping us by filling it out?"

  • "You will shortly receive a brief survey via WhatsApp or email. It would help us a lot if you could complete it."

  • "In a few minutes, you’ll receive a very short survey about your stay. We would greatly appreciate it if you could respond; your feedback is very valuable to us."

 

 

 


Shift Start Checklist

 

  • Define responsible party: Assign who will be responsible for data integrity during the current shift.

  • Recall the focus of the day: Establish the specific priority (e.g., validation of phone numbers, personal emails).

  • Review previous errors: Briefly analyze frequent mistakes from the previous day to avoid repeating them.

 

💡 Direct and defined request to the team: "Today’s focus is on validating phone numbers correctly."

 

 

 

Weekly Checklist – Management and Supervision

  • Review valid data rate: Analyze the percentage of valid data captured per hotel and per shift.

  • Identify the problem: Determine if the difficulty lies in capturing emails or phone numbers.

  • Share positive achievements: Publicly recognize the team when improvements in the capture rate are achieved.

  • Reinforce the impact: Verbally communicate how guest feedback leads to concrete improvements.

 

Suggested internal messages:

  • "Thanks to guest feedback, we were able to adjust internal processes and improve the experience during their stay."

  • "The coordinated effort between the front desk and housekeeping, supported by guest feedback, allowed us to better anticipate peak demand periods."

  • "Thanks to the team's commitment to data capture, we now have information that helps us improve our operations day by day."

  • "The team's great work in data capture is providing us with key information to improve our service."

  • "Every comment received is a learning opportunity that the team has successfully turned into concrete actions."

  • "The results reflect the team's effort and their constant willingness to improve the guest experience."

  • "Positive guest comments are a direct reflection of the team's professionalism and dedication."

  • "Just as we identify opportunities for improvement, we also celebrate the positive feedback that highlights the team's great work."

 

 

 

Key Best Practices

Non-negotiable principles to ensure data quality and process effectiveness.

Quality over quantity: Always prioritize the accuracy of the captured data. One correct piece of information is worth more than several incorrect ones.

Prioritize phone numbers: If only one valid data point can be obtained, prefer the phone number for delivery via WhatsApp. 

Never assume: Do not accept default data as valid. Always confirm directly with the guest.

Friendly tone: Avoid requesting data in a mechanical way. Always maintain human and genuine communication.

 

 

 


Correct Phone Number Registration

Correct phone format

  • Always include the full country code (e.g., +54, +56, +51).

  • Avoid spaces, hyphens, or special characters in the record.

  • Verify it is the guest's personal number, not a corporate one.

  • Verbally confirm the number before saving it in the system.

 

 

 

Correct example:

+5491123456789

Incorrect examples:

911-234-5678
1123456789
+54 9 11 2345 6789

 

Why it is important: An incorrectly registered number prevents surveys from being sent via WhatsApp, affects the response rate, and breaks the traceability of feedback.

 

 

 

Avoiding OTA Emails

  1. The problem: Emails from Booking.com, Expedia, and Despegar are encrypted or expire, preventing survey delivery.

  2. The solution: Always request the guest's actual personal email and replace the OTA email in the PMS.

  3. The impact: Replacing an OTA email with a personal one can double the rate of successfully delivered surveys.

 

Suggested front desk phrases:

  • "To ensure we can stay in touch after your stay, could you please confirm your personal email address?"

  • "Could you confirm your personal email so we can ensure it is correctly registered in our system?"

 

 

 

What to do if the guest still does not want to share their personal email?

Suggested front desk phrases:

  • "No worries, it is only for hotel communications and is not shared with third parties."

  • "We use it solely to send information related to your stay."

  • "Whenever you like, you can update your information with us."

 

 

 

Related material for your team

📽️ Importance of valid data:

https://us06web.zoom.us/rec/share/Lqp5E_JXWTiorAfboOUNvwvLFyA3xXvikB7jcnnyQ00jhdmN2s0LUhfaFcwbXxBZ.NWj81xpRuzuymSmm

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