1. Post-visit emails (PVE)
A post-visit email (PVE) is a great way to request feedback from customers after their visit. Whether the email is generated by your CRM (with various data sources feeding into it) or through 125, where we collect customer data from integrated partners, the key is to make the most of all available data. Be sure to de-duplicate data to avoid sending multiple requests to the same customer. Depending on your tech stack, common data sources might include:
- Wi-Fi login
- Booking/reservation
- Loyalty app or scheme usage
- Voucher redemption
- Order & Pay platforms
- Mailing list sign-ups
2. Clear, Visible Feedback Link on Your Website
It may seem obvious but making it easy for customers to provide feedback is essential. A simple way to achieve this is by adding a visible feedback option on your website, giving customers a private channel to reach you. Even better, pair it with a ‘Contact Us’ form, which directs feedback to the correct department. If a customer sends a feedback-related message through a contact form, ensure it flows into the same system to ensure consistent handling and avoid missing anything important whilst streamlining your process. A good example is Giggling Squid’s Contact Us page, where they encourage guests, in a genuine and heartfelt manner to leave feedback via the survey.
3. Point-of-Sale (POS) Materials
Use in-venue visual prompts, like table talkers, stickers, bill presenters with QR codes, and receipt prompts, to encourage customer feedback. Placing stickers with QR codes or NFC tags strategically around counters, windows, or tables can catch customers’ eyes and make it convenient for them to share their thoughts.
4. Leverage your best asset – your team
Your team is in the perfect position to drive feedback. Encouraging staff to highlight the feedback link on receipts and personally explain that customer input is valued can lead to more immediate responses. This in-the-moment feedback can help prevent negative reviews from popping up on public platforms. There is, however, a potential risk of staff misuse, but a robust feedback system should easily detect any irregularities. Encouraging a culture where your team genuinely cares about improvement and shares your goal of continuous growth will help prevent any attempts to game the system.
5. Offer Small Incentives to Encourage Participation
Gathering insights from a large portion of your audience is essential for making informed, data-driven decisions. One effective way to boost survey responses is by offering a small incentive to those who take the time to share their thoughts. A discount or free item for their next visit can be a powerful motivator, especially for those who wouldn’t typically complete a survey. Plus, everyone loves a freebie! The best part? Offering incentives doesn’t have to be a financial burden – in fact, it can help drive additional revenue.
