If You Don't Survey Guests, You Won't Really Know
By Richard D. Hanks Chairman and President, Mindshare Technologies | April 15, 2010
When negative things happen, you want your guests to tell you. So survey them, get the feedback, because that will provide you with the opportunity to (1) improve your business, and (2) recover a customer before they defect to a competitor. Besides, no one really keeps their negative service experiences to themselves. People talk. The problem is that between 70% and 90% (depending on which research study you read) of dissatisfied customers won't complain at the point of service. They will leave your establishment ticked off without telling you, but you can bet they will tell their friends and neighbors. Consider the irony - everyone may know you have a problem, except you.
So, the best option is to make it easy for guests to let you know exactly how their experience went, before they vent elsewhere and take their business to your competitors.
Why guests don't complain
Why won't most customers tell you to your face that you've messed up? Several potential reasons:
I am conflict averse (it's hard for me to give you bad news to your face.)
It's not worth the trouble
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