Grading scheme

I've recently run into a discussion with an accommodation provider on the gradings used in the review form provided by an Internet booking service.

A guest is invited to complete a few questions about aspects of the property: its condition, comfort, kitchen facilities, cleanliness, heating/cooling equipment, bathroom facilities and 'value for money'.

Such lists need to be calibrated so all parties are clear.

I use this set of criteria:

5 - exceeds expectations OR exceptional

4 - meets expectations OR completely satisfactory

3 - does not quite meet expectations OR largely satisfactory

2 - largely fails to meet expectations OR unsatisfactory

1 - does not meet expectations at all OR unacceptable

So, an operator would seek to have mostly 4s, with some 5s from guests who found the property to be superlative in that aspect. If there are too many 5s, over time this might indicate you can increase prices if you are operating at or near capacity.

A few 3s from time to time would be acceptable as people's tastes vary. If critical criteria get a 3 follow up and offer an inducement for a future booking as a gesture to make up for the disappointment. Perhaps a night at a 75% rate.

Once would expect almost no 2s. The operator should follow up guests who made 2 scores to obtain the detail, and perhaps offer an inducement to re-book, depending on the reason and if it gives helpful  information.

Any 1s should also be followed up, with no inducement offered as they are probably very unhappy.

In any follow up avoid recriminations or justifications. The customer is giving you valuable feedback which properly used can produce business benefits for the operator.