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 2.4k 1.2k 8.4k 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