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Customer Satisfaction Consulting .com
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Strategic Objectives of Customer Surveys Part 1
Last summer I vacationed in an east coastal town and stayed in a hotel, which was
part of a national chain. Our hotel room was clean and very accommodating, the
staff was well trained and courteous, and the service was excellent. The pool area
even had staff members who provided ?extra? towels so that you did not have to use
the ones in your room. In all, our stay was very nice and I would more than likely
use this chain again. However, as I was paying my bill, I noticed a survey and took one to fill out later.
The clerk frowned and asked, ?Wasn't everything to your liking?? I thought this
was strange and replied that our stay had been wonderful. The clerk then reached
for the survey saying that it wasn't necessary for me to fill it out. Thankfully,
my son then came up saying that everything was packed and I made a hasty escape
from the hotel, with survey still in hand. I began wondering more about why the staff member did not want me to fill out the
survey. Was it because the hotel's corporate headquarters used any and all criticism
as a way of punishment instead of using it as away of making improvements? It is important to keep in mind that customer surveys are not purely a form of quality
assurance, but that components of the survey can be used to indicate areas, which
truly are pleasing to your customers. It is these items that are pleasing to them
that is the driving force behind customer loyalty. When corporate headquarters use customer surveys only as a means of collecting diagnostic
information in order to evaluate possible systemic problems instead of actually
showing a genuine interested in the performance of a particular hotel or branch
they miss out on discovering information which leads or attributes to their customer
loyalty. There are basic functions that all customer surveys should accomplish in order for
a company to fully optimize their service.
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