While the hospitality industry bounces back after a year and a half in flux, organizations and companies are hungry for customer feedback to build on what worked well and learn from missed opportunities. The challenge, however, is receiving ample responses.
Between a shortage of staff and increased COVID protocols, hospitality businesses have experienced myriad adjustments outside of the norm for first-time and frequent event participants. Survey feedback is critical to understand what people thought of the event, whether sponsors are happy, and, importantly, if they’re likely to support a future event.
There are many reasons that stakeholders may not respond to a survey – perhaps it’s too long or not segmented, ensuring a falloff for responses. While there is no one universal path to a robust response rate, it is crucial to craft a survey that people will enjoy answering.
Here are three tips for capturing quality data:
Craft a well-written survey invitation.
In addition to building and testing a good survey, you also need to compose a well-written invitation. When we create survey invitation messages, we personalize the message with the respondent’s name, and when possible, any personal information (e.g., merging details from their conference experience). These messages tend to get sent via email, and the message is branded with the organization’s logo and domain to reassure the respondent that the request is legitimate. It’s also a good idea to share that their responses will remain confidential.
Keep it engaging.
Remember that your survey is another chance for your brand’s voice to shine – don’t be afraid to infuse personality into the questions. And instead of stringing together a series of random questions, use smooth transitions – start with simple “check the box” questions and include transitional questions as needed before jumping into open-ended qualitative ones.
Talk the talk – and walk the walk.
Stakeholders pay attention to the actions – or inactions – taken by organizations. Show them that you mean what you say and set an internal expectation that your organization will act based on responses. When changes become implemented, we deliver the news to all customers that “we heard you.” Make sure that respondents and non-respondents alike receive the update.
Whether we receive good or bad service, it is essential to share our experiences when flying, staying in a hotel, eating at a restaurant, or enjoying a conference. Contact Meeting Expectations to craft your next winning customer experience.