SURVEY ON THE SPOT Blog

Receiving good feedback doesn’t always mean your guest service is improving. The types of questions you ask on your guest satisfaction surveys can cause skewed results, and the style in which surveys are given can sometimes cause false feedback. Craft your survey questions carefully and target the areas of your business that are most critical for success. Be strategic about how and when you use surveys. Positive survey results don’t necessarily equal service improvements without historical comparisons and validation questions.

Here are a few factors which contribute to false survey results as well as our thoughts on how to remedy them:

Factors Which Contribute to Perceived Rise in Performance:

1. Customers who take your surveys don’t always feel comfortable enough to give honest feedback. Make sure your surveying methods are relaxed and encourage constructive criticism.
2. A rewards program that is too generous can make guests feel inclined to give positive feedback just to earn rewards.
3. Leading questions cause skewed results. If a question can more easily be answered with a positive response, it likely will.
4. Your system for collecting feedback needs to be secure enough to make sure you aren’t only seeing the positive feedback. Make sure you collect every comment card or use an online or mobile survey tool to ensure you get the results.

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