CHIA Customer Behavior & Satisfaction Analytics

Question 1

A hotel survey shows 55% promoters, 30% passives, and 15% detractors. What is the Net Promoter Score?

Accepted Answer

40

Answer

NPS equals % promoters minus % detractors, so 55 - 15 = 40.

Question 2

A hotel emails its satisfaction survey three weeks after checkout and gets very low response rates. What is the most effective first fix?

Accepted Answer

Send the survey within 24-48 hours of checkout

Answer

Surveys sent soon after the stay capture fresher recall and get higher response rates.

Question 3

Only guests with very strong opinions respond to a hotel's survey, so the results misrepresent the full guest population. This is an example of:

Accepted Answer

Non-response bias

Answer

Non-response bias happens when the people who respond differ systematically from those who don't.

Question 4

Which metric is best suited to measuring how easy guests found the mobile check-in process?

Accepted Answer

Customer Effort Score

Answer

Customer Effort Score measures how easy a specific interaction or task was for the customer.

Question 5

On a 5-point satisfaction scale, a hotel reports a 'top-box score' of 62%. What does this mean?

Accepted Answer

62% of respondents chose the highest rating

Answer

Top-box is the share of respondents who picked the single highest scale point.

CHIA - Certified in Hotel Industry Analytics Practice Test