Are You Asking The Right Questions?

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Just returned from a trip down to sunny Florida. The temperatures were glorious and we had the opportunity to sit in the sun — which was a fantastic break from the cold weather we have been having here in Canada (it was snowing in Toronto when I got off the plane on my return trip).

One of the things that struck me at the hotel was their comment card concept. In each room was a card requesting input on 2 questions.

  1. What are we doing right?
  2. What can we improve?

But rather than a traditional comment card which you filled in — they had implemented a special phone number you could dial and leave a voice message.

The top of the card included a message from the General Manager “Your satisfaction is my priority” as well as a note that “No topic is too small — details appreciated”.

Lastly, there was a message that for immediate assistance you could dial “0? for Guest Services.

My Perspective: While I never had the occasion to use this service on my visit, it did make a positive impression.

First, I loved the idea that they made it easy for me to provide feedback. It is much easier to pick up the phone and leave a voice message than to sit and write out comments. This also makes it easier for me to provide more specific details because I am not required to write everything out.

Second, they are asking the right type of questions to solicit real feedback. Rather than the typical “was everything satisfactory” question — which we all ignore — they have asked what they did right, and what can they improve. The answers to these questions would provide real opportunities to improve the level of service at the hotel because guests might share with them little things that could be better — things that would never be mentioned when asked if everything was satisfactory.

So if you really want customer feedback, make it easy and ask the type of questions that will generate real feedback on how you can improve. And if you improve on these things, you will create a point of difference based on things your competition will never even hear about from their customers.

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