Market research agency BDRC Continental has launched a new social media monitoring, response and customer sentiment analysis tool for the hotel sector.
‘PillowChat’, the BDRC claims, provides the ability to measure social media activity comprehensively, delivering clear, actionable insights about consumer perceptions at both brand and hotel levels.
BDRC says PillowChat will allow users to understand the nature and impact of online conversations about their brand. Aggregated quantitative data (such as ratings and scores on travel websites), is contextualised by merging with associated qualitative feedback (such as guest comments and reviews), leading to a more meaningful understanding.
Trends can be analysed to assess the effectiveness of online and offline marketing, service delivery and product improvements.
Another key benefit of PillowChat is BDRC Continental’s capability to merge social media data with conventional consumer and proprietary market research to broaden and deepen results.
Via a near real-time dashboard, which incorporates simple response functionality, PillowChat users can connect and engage directly with key brand influencers.
“PillowChat takes hotels beyond mere social media monitoring, giving subscribers intimate, accurate information and providing them the tools with which they can truly connect to the intimidating world of social media,” says James Bland, Client Services Director of Hotels and Hospitality at BDRC Continental.
“Using PillowChat, it’s now possible not only to track and measure social media activity, but to interpret these data within the unique market framework that BDRC Continental can provide.”
Do you have news for CN? Email: pcolston@mashmedia.net
