Customer loyalty is important for any business. The best way to improve loyalty is to understand and improve the customer experience. This is especially true in the hospitality industry because customer experience is the product. Customer feedback is a vital key in evaluating their experience and improving upon it. Here are some tips to help you get quality feedback.
Who is most likely to give you feedback? Research shows that women are more likely to complete customer satisfaction surveys and those who are extremely pleased or extremely displeased with their experience. This does not give you a well-rounded picture of overall customer experience. It is helpful to reach those in the middle. Professional brand researchers can assist in reaching these individuals. You can also offer small rewards to those who complete surveys to encourage more people to participate. Get creative and come up with new and interesting ways to encourage participation.
You must ask very specific questions. For example, “How satisfied were you with your experience?” This is too broad of a question. A better question is something like, “How satisfied were you with the housekeeping?” or “ Did you feel the check-in process was handled quickly and efficiently?” Specific questions get you more detailed answers. Detailed information leads you to better solutions.
Customers prefer to give feedback immediately after or within a few days of their experience. So, for a hotel, offering a survey at check-out is optimal. If you mail surveys, send them immediately after customers have completed their experience with your business. If you wait too long, you will likely lose their willingness to give you this crucial data.
Customer feedback is a valuable tool. Once you have this information, you can determine the best methods for improving your service. Consider providing an area at the end of a survey to include additional comments. This allows individuals to give opinions on things you may not have included. Getting a comprehensive understanding of the customer experience is the best way to find the areas in which you can improve quality.