Do you know your NPS from your ECR? ReviewPro put together a glossary to help you better understand the key terms related to guest surveys and ensure you get the most out of this powerful tool.
ECR (Email Collection Rate)
It is extremely important for hotels to keep track of their Email Collection Rate (ECR) because if you have no emails, how can you contact guests for feedback or other marketing initiatives? ECR is the total number of valid emails a hotel obtains divided by the total number of checkouts. This percentage provides hotel with an idea of how many emails collected were correct, compared to the total number of rooms that checked out of the hotel. It can be a valuable KPI, not only to monitor performance over time, but also to set objectives for staff.
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