Customer
Experience at
Graduate Hotels
BUSI 488: Team 2
Alison (Lia) Zhang, Tongyu Zhao, Dheya Madhani,
Indyya Harvey, Harrison Lee, Will Miller
BUSI 488-Team 2
Following
@DataScientists
Meet the Team:
@Harrison_Lee, @Will_Miller, @Dheya_Madhani, @Indyya_Harvey,
@Alison_Zhang, @Tongyu_Zhao
#BUSI488 #COMP488 #Team2 #UNC #DataScienceFTW
#TwitterMeetsGraduateHotels #ImprovingBranding
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The
Problem
Customers tweet their pain
points about the operation of
Graduate Hotel from 2019 to
2021, which harms the brand
of Graduate Hotels
Our
Solution
Increases customer retention and
improves online branding
identity by ~1.68%
Approach to Tweet Analysis
01
02
Data Collection
Preprocessing
Collect tweets, keeping
most relevant information
Determining positive vs
negative tweet sentiment
03
Analysis
Looking at sentiment
distribution across key
categories and locations
over time
04
Outcomes
Narrowing down on the
problem space for
business strategy
What are
customers
tweeting?
Sentiment Analysis by Category
COVID
Service
Prices
Room
Food
Discovering Topics
with Word Clouds
Negative Sentiments
Positive Sentiments
Sentiment Analysis by Location
Data Limitations
Data Structure
Unstructured, external,
human-generated data
Uncertainty and Bias
Inaccurate sentiment identification
Limited anecdotal data
Geographical anonymity
What are the takeaways?
Technology (-)
Physical (-)
WiFi & booking issues,
unknown charges
Lack of pet-friendliness
& housekeeping
Character (+)
Rooftop views,
uniqueness, tasteful
dining
Personal (+)
Welcoming staff, air
of hospitality
The Graduate should aim to employ…
Accessibility
1.
Installation of premium WiFi services
(ie. Google Fiber or AT&T Fiber)
2.
Establishment of tech help desk within
physical hotel locations to provide
troubleshooting and expertise
3.
Restructure housekeeping to ensure
one visit per room, per day
Personalization
1.
Creating a pet-friendly floor and waste
area to include pet-owners in the
customer base
2.
Educate staff on importance of personal
interaction, hire both a greeter and
usher to rooms upon check-in.
3.
Advertise restaurants and common
areas to help bring customers a unique
experience
Our solution will bolster…
Brand
Loyalty
Image
Customer
Retention