Comment Cards Made Easy

Collecting customer feedback is essential for long term business success.

The error that people make is they think that a comment card is a good way to collect the customer feedback.  The answer is it really is not a good way at all.

I checked into a hotel yesterday and they have really nice looking comment cards at the front desk and it said they wanted to know what I thought.

Do you think they really wanted to know?

They could not find my reservation and was more interested in talking with an associate about a memo that just had come out.

My comments would not have been positive and that could have been a good thing.  My guess is the manager or owner would like to know what the people at the front desk did but most people are like me and they will never waste their time filling out some form.  If I did would I have to turn it into the person behind the counter?

Comment cards are a very poor tool to use for customer feedback.  Almost like using a hammer to drive in screws!

Transforming the way customers share feedback and how organizations use it!

Comment Card - Delta Part 2

If you read yesterdays post I was given a card after my Delta flight and they wanted us to take a survey. I had to do it... customer feedback is my passion!

I didn't want my bias to affect the survey so I asked someone else to take it...

Here are the key takeaways...

The comment card had a number of codes and details on it.  The ranged from a serial number to the name of the airline.  The person taking the survey was frustrated by the time all of that was entered.  This is a huge mistake people make with customer feedback.  It's critical to make it easy.

By the time they reached question 12 they said "Are you kidding me?" and stopped taking it.  The question asked you to break down 100% into 9 categories based on how important it was.  It was long and not it went from customer feedback to a math test.

I took over and answered 5 more questions and than just closed it!  I have no idea how many more questions it had.  They had wasted as much of my time as I was comfortable with.

Please learn from these customer feedback mistakes!  Make it brief!  Make it easy!  Make it actionable!

Transforming the way customers share feedback and how organizations use it!

Satisfaction Survey and Statistics

I know that many organizations use comment cards to collect customer satisfaction data.

I've read that only 30% of people fill them out.  I think that is wildly exaggerated.  I can't find anyone that admits to filling them out.

Well here is some interesting statistics that I'd like you to think about...

If you use comment cards and you want to "know" what your guests are thinking...

If you are willing to have an error of 4%

You have 200 customers per day

To have 95% confidence in the results you would need to get feedback from 150 of them.

I don't know any business that is getting that level of customer feedback.

So if you are only getting a few responses it's very hard to make educated decisions based on it.

I just read this and loved it...

“If restaurant comment cards had ears, they’d be deaf”...  Penelope Tsaldari


Hope this gave you somethings to think about!


Transforming the way customers share feedback and how organizations use it!

Comment Card Customer Satisfaction

Comment Card

Customer satisfaction and satisfaction surveys are a critical part of business success.  The challenge is many companies think that by doing comment cards they will know if their customers are satisfied.

Yesterday, I shared one of the problems with comment cards is that only the lovers and haters take the satisfaction survey.  If you missed it please read it.

Today I want to talk about the next mistake that organizations make when it comes to satisfaction surveys and comment cards.

Simply put they ask the wrong questions.  If you ask a person the wrong question it doesn't matter what they answer.  

Think of this from Alice in Wonderland...

Alice: Would you tell me, please, which way I ought to go from here?
The Cat: That depends a good deal on where you want to get to
Alice: I don't much care where.
The Cat: Then it doesn't much matter which way you go.

If you ask the wrong questions it doesn't much matter!

Here are a few common mistakes...

Please share your thoughts…

I'll see feedback tools that will ask people to just share their thoughts.  When you do this you are wasting both your time and your customers time.  How will you ever use this to improve? You will at best get random bits of data but not real information that you can use.

Then you have the Extremely Satisfied to Extremely Dissatisfied questions.

I'm sorry to tell you but measuring "satisfaction" has little or no value.  One study found that it has 0 correlation to future growth.  The reason is people will tell you they are "satisfied" but will never come back.  The questions doesn't require the person to have a skin in the game.  They have nothing at risk.

Lastly wrong questions don't allow your organization to use it as a tool to improve.  It makes it at best raw data but not information that you can use.

Many people use the term "Customer Satisfaction" as a generic term for will the customer do business with me again.  The problem is it should be... will my customer risk their reputation and tell their friends and family to do business with me again.  You shouldn't do "satisfaction surveys" you should do risk surveys.

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