Best practice for setting up a guest feedback survey
When setting up a guest feedback site for a client there are two key things to understand initially:
1) How do they plan to promote the survey?
2) What would they like to measure in the survey and why?
Promotion
When agreeing promotion methods with a client, its key to understand what the customer touchpoints are and at what stages during the guest journey could you promote the feedback site or do you collect the guest's information.
Methods of promoting a guest feedback site can be found here: https://support.hgem.com/portal/en/kb/articles/how-to-promote-your-feedback-survey-8-11-2023
Share these methods with the client and discuss which of these would be most suitable for their brand.
The more methods of promotion, the higher the volume of feedback.
In terms of the content of the promotion material, it should:
- Draw attention and be well designed,
- Be clear and concise,
- Highlight any incentive and have a clear call to action to complete the survey.
Sharing the live links for promotion:
As soon as possible share the live links with the client to allow them time to prepare any promotional materials. Be sure to include any query string tokens that need to be added for different visit sources.
Guidance on URLs and the different tokens can be found here: https://support.hgem.com/portal/en/kb/articles/integration-sending-post-visit-survey-invites-from-your-crm-8-11-2023
Setting up the survey on the admin system:
There are some key differences for setting up a survey questionnaire on admin:
- Use the survey benchmarks
- Use analysis tags for key questions, menu KPIs, feedback category or subcategory
- Use of multi choice questions
- Unticking forced comment boxes.
Survey Content - the content of the survey itself should include:
- Clear opening message which is inline with brand tone and mentions prize draw/incentives.
- Branch picker with clear branch names that are recognisable to guests.
- Visit sources
- Feedback category for different visit types – eat in, delivery etc. This can be grouped further by order method or delivery company as a feedback subcategory.
- NPS question should be present in all surveys with a clear rating key, NPS influence follow up question and commentary box.
- NPS influence options should be:
- Quality of food/drink
- Speed of service
- Team friendliness
- Team attentiveness
- Price of food/drink
- Cleanliness
- Atmosphere
- Payment process
- Other
- Any rating questions should have a clear rating key.
- Questions should cover all key elements of the guest experience.
- When key questions are scored less than 2, they should have follow up multi choice questions which identify the reason for the score.
- For service, if they’ve scored 5, this should prompt an Outstanding Service question.
- Demographic questions should be added – age, gender, visit frequency and occasion.
- Consent options should be clear and have follow up process agreed with client
- Prize draw – what they need to enter and what they could win.
- Marketing – what they are opting in to. E.g. to receive a monthly newsletter.
- Contact about feedback – this should only be added if the client has a process for responding to guests and expectation of response should be clear.
- Social advocacy can be added but the client needs to be aware of the risks of adding this. Here’s what the message says: “We recently found fake or incentivised reviews associated with your profile. This violates our fake engagement policy and isn’t allowed. As a result, we’ll soon be placing restrictions on your profile. For 30 days you won’t be able to receive ratings or reviews.”
- Closing message.
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