Collecting Feedback From All of Your Guests

By Jonathan Barsky Partner, Market Metrix | April 20, 2014

Hospitality companies are faced with almost endless opportunities to pick up customer feedback. But collecting feedback isn't like it used to be. New technology has changed how we communicate and offers an expanding array of options. As a result, customers have embraced different technologies and ways to connect with each other.

So how do you reach all of your customers? No single method of collecting guest feedback works with all guests. The email survey that a Boomer will click is often dismissed by Millennials. At the same time, relying on social media feedback overlooks a really big part of the population. Only about half of people over 65 use the Internet, and only 18% of them own a cell phone, let alone use Twitter or Facebook. Meanwhile, adults in their 20s and 30s spend nearly 20 hours a week online, more and more of it on a mobile device. And young adults 18-24 spend close to two hours a day on social media.

If you want to hear from all your customers, you need to tune into the channels where they're comfortable. By using a combination of feedback methods – email and mobile surveys, contacts during the guest stay, facility usage data and even simple observation – your company can get a complete picture of your entire customer mix. Let's take a look at each method and how they work together to create a comprehensive feedback collection strategy.

Direct Guest Surveys

The fundamental building block for operational improvement in hospitality is direct guest feedback. Although guest feedback comes in many forms, one of the most useful is structured feedback from guest surveys. Because surveys are associated with a specific guest and typically designed to cover a broad range of guest experiences, they are a practical and effective feedback instrument.

Survey data often play an important role in service recovery, quality assurance and compliance, incentive compensation, continuous improvement, employee development, resource allocation and more.

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