Every customer interaction is unique, but many companies fail to capture feedback from key moments of the customer experience. For example, in a hotel, guest feedback should cover the basics – arrival, guestroom and overall service. But most surveys don’t ask the right questions and miss the guest’s personal experience. Collecting feedback on these incidents requires a dynamic survey that adapts to the property and focuses on customers’ individual experiences. Without this critical perspective, hoteliers miss valuable feedback. Then they can’t try to recover, take corrective action, or even manage follow-up communication with the guest.
via Mapping Customer Feedback Programs to Your Organization, by Jonathan Barsky PhD.
