Briefs

By Barney Beal, 25 Mar 2008 | SearchCRM.com

Every phone in the Gaylord Entertainment Inc. hotel system has a button marked "consider it done."

The idea is that when customers call to request something -- be it more towels, a wake-up call, a new pillow -- it will be taken care of and they can "consider it done."

But when it comes to improving business processes at the Nashville, Tenn.-based hotel and convention center chain, a button on the phone is not enough. Instead, the company has turned to customers to learn where the business needs improvement, using text analytics to digest that information and provide insight.

Gaylord Entertainment operates hotels, convention space and entertainment venues -- including the Grand Ole Opry -- in Tennessee, Texas and near Orlando. It will soon open a new site in Washington, D.C. Each has anywhere from 1,400 to 2,900 rooms and meeting space for thousands. The company is this week rolling out an on-demand text analytics application from Reston, Va.-based Clarabridge Inc. to help it cull through the thousands of customer survey responses it receives every year. Gaylord has been piloting the technology since last summer.

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