Customer Feedback Survey Users’ Guide Accommodation Sector Users’ Guide Contents 1 Why Use a Customer Feedback Survey by stanleysmyth

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									Customer Feedback Survey

      Users’ Guide

 Accommodation Sector
                                Users’ Guide Contents


1. Why Use a Customer Feedback Survey?................................................. Page 2


2. How to Use a Customer Feedback Survey.............................................. Page 2


         2.1 Adaptation of Survey……………………………………                                                Page 2
         2.2 Printing Your Survey………………………………………...                                            Page 2
         2.3 Distribution of the Survey…………………………………..                                         Page 3
         2.4 Response Rates………………………………………………                                                  Page 3
         2.5 Collecting Your Forms……………………………………….. Page 4



3. How to Enter Your Data? …..................................................................... Page 4


         3.1 Data Entry Trouble Shooting………………………………….. Page 5
         3.2 Adding Rows………………………………………………… Page 5
         3.3 Summary Results…………………………………………….                                                 Page 5


4. How to Analyse and Act on Your Results…………………………….. Page 5




         4.1 How to Display and Illustrate Your Results…………………. Page 6
         4.2 Identify Training Needs……………………………………… Page 7
         4.3 Set Satisfaction Targets………………………………………                                           Page 7
         4.4 Reward High Performers…………………………………….. Page 7
         4.5 How to Deal with Open Questions…………………………… Page 7
         4.6 Guest Profiling……………………………………………….. Page 8
         4.7 Trend Analysis……………………………………………….                                                 Page 8


5. Useful Reminders……………………………………………………..                                                      Page 9




                                                   Page 1
1. Why Use a Customer Feedback Survey?

Ongoing customer feedback from your customers will allow you to:

   –   See your business through the eyes of your customers
   –   Assess the level of customer satisfaction
   –   Identify practical service delivery improvements
   –   Identify training needs for staff
   –   Identify and develop excellence in staff performance and reward best practice
   –   Improve your customer profiling for market research
   –   Increase business through meeting currently unidentified needs of customers




2. How to Use a Customer Feedback Survey

This document is designed to give you a step-by-step process to allow you to develop
your own customer survey. If you have any problems with the survey and its
implementation please contact Lisa at CCA, telephone number 01355 237260


2.1 Adaptation of Survey

In order to adapt the survey form to your business needs, you should change the
accommodation title to the name of you establishment.


You can do this
by highlighting
the word
accommodation
and typing over
it.


2.2 Printing Your Survey

You can print your survey in-house to your own printer in either black and white or
colour. Alternatively you can copy the survey to disk and have it printed
professionally.




                                        Page 2
2.3 Distribution of the Survey

Various organisations use different methods of distribution for their surveys.
Research suggests that the most effective method is handing forms to guests directly.
The following are examples of possible ways to distribute your survey:

   -   Leave a survey in each room
   -   Give surveys to guests as they check in
   -   Place them on tables in your restaurant
   -   Make surveys available at reception

Research also suggests that surveys distributed through guest bedrooms alone will
have response rates of less than 30% on average. Remember the personal touch is
most effective when distributing surveys and that response rates are linked to the
method you use.

Remember it is important that your results reflect your business and therefore you
must not:

   –   Select respondents (e.g.. not give forms to customers that are likely to
       complain.)
   –   Stand over customers as they complete their forms

Honest comments and suggestions will be more useful to you and these cannot be
collected unless you provide guests with privacy.


2.4 Response Rates

In order to maximise response rates why not try one of the following:

   -   Staff should actively encourage guests to complete the form and not just leave
       them lying around, hoping that guests will want to complete them

   -   Offer an incentive such as a prize draw or a discounted meal

   -   Provide a box for returns at reception or in another suitable location and allow
       guests to leave completed forms in their rooms for collection

   -   When encouraging guests to complete the form it is important to remind them
       to be honest and that their suggestions and ideas are valuable to you, whether
       positive or negative

Response rates will be higher in smaller establishments, where research suggests that
response rates of 80% and above can be attained.




                                        Page 3
     2.5 Collecting Your Forms

     Surveys should be collected and analysed approximately once a week. Comments
     should be reviewed daily to pick up on any negative comments and complaints.

     It is recommended that you set a suitable timeframe for your surveys and a collection
     date in advance as this will allow you to plan ahead.




     3. How to Enter Your Data

     You should already have downloaded your analysis tool. This is a Microsoft Excel
     Spreadsheet which has been developed to allow you to analyse your data simply and
     efficiently.

     The analysis tool allows you to enter all your results for 12 months. When you have
     completed an analysis tool you should download a further tool and use this for the
     next year.

     On opening the file you will note that there are various tabs along the bottom of the
     worksheet. To enter the data you should firstly click on the appropriate month.




                                                                                        Example Row




Tabs for Data Entry
Months 1-12                          Results Summary Tab

                                                                       Satisfaction Graph




     -   Use the example row as a guide to completion (the example row is highlighted in
         red)
     -   The question numbers are indicated in the lilac section of the sheet
     -   You should ensure to take a new row for each completed survey form and enter
         information in all relevant sections of the form as completed by the guest
     -   Each survey should be given a number which should be entered in column A and
         in the reference number box on the form.


                                              Page 4
3.1 Data Entry Trouble Shooting

-   It is important to ensure that there are no typing errors in your document as these
    will not be taken into account in the final calculation of your results

-   If you require additional rows to enter data into then follow the steps below



3.2 Adding Rows

Click on any row and then go to the insert menu and select rows. Please note that if
you highlight more than one row at a time you can insert multiple rows by following
the same process.

The data entry sheet is currently set up to accommodate 200 responses and it is not
advisable to add rows to the sheet unless you are confident about what you are doing.

Remember it is always possible to download a further analysis tool for another period
be it monthly, weekly or even annually to allow you to have more space for data
entry.



3.3 Summary Results

On each data entry tab you will find a summary sheet and a satisfaction graph which
will present your results in an easy to follow format. To see the summary simply
scroll to the Column Z (i.e. to the right) and row 232

There is also a summary tab which gives you cumulative results for all the data you
have entered into each month.

The worksheet is set up so that, if you print, the only sections that will print are the
summary page and the graph.




4. How to Analyse & Act on Your Results

Once you have entered data from your completed surveys and have your summary,
there are several things that you can do with the results to improve the service that
you offer to your guests and your business as a whole.




                                          Page 5
It is important to have an “Improvement Process” outlined to make it easy for you to
act on your results.

   1. Firstly someone should be responsible for the survey as a whole
   2. Important information should then be passed on to relevant staff within the
      hotel with directions as to what action needs to be taken (Both positive and
      negative comments should be passed on and dealt with.)
   3. While you may wish to contact customers to apologise for any problems that
      they encountered during their stay, it is important to look at the source of any
      problems and work out what can be done to prevent other guests experiencing
      the same problem

Based on the results entered into the data entry sheet an overall satisfaction result is
calculated. This is done based on the following principle:

Each level of satisfaction is allocated as score as outlined below-

                               Level of Satisfaction Score

                               Very Satisfied            4
                               Satisfied                 2
                               Dissatisfied              0
                               Very dissatisfied         0


This scoring system is designed based on the „Top Box‟ system. The points are
allocated to reward excellent service (i.e. very satisfied guests) above good service
(satisfied guests) and not reward sub standard service (dissatisfied and very
dissatisfied guests) at all.

The total number of points received for each question is then totalled and divided by
the total number of points available for that question to give an overall satisfaction
score. I.e. the formula is as follows:

Overall Satisfaction =

4 (number of very satisfied responses) + 2 (number of satisfied responses)
                                                                                 X 100
                         4 (total number of responses)



4.1 How to Display and Illustrate Your Results

In addition to the results summary sheet, there is also a graph provided as part of the
analysis tool. This graph represents the overall satisfaction scores for each element
and should make it easier for you to identify areas for improvement at a glance.




                                           Page 6
Please note that the graph will update automatically as new results are added to the
data entry sheet.


4.2 Identify Training Needs

In the areas that have recorded low scores, you should consider if your staff require
further training. Training requirements that you might identify could include
Customer Care Training and Housekeeping Training.

4.3 Set Satisfaction Targets

Over time you will be able to determine whether or not your results are improving.

Trends should also be visible in your results after you have carried out the survey for
2 or 3 periods. (See 4.7 Trend Analysis). Internal targets can be used as a driver to
improve scores.


4.4 Reward High Performers

From your results you should be able to identify staff and give recognition / reward as
appropriate. High marks in specific areas of service should help with this.

This is important as it will help staff to feel valued and can act as a motivational tool.

Responses to the open question should also be used within this section.


4.5 How to Deal with Open Questions

Within the analysis tool there is a sheet which will assist you in analysing the
question:
       “Suggest one thing that we could do to improve your stay”

This checklist should be utilised in the following manner:

                                           Each response should be logged

                                           A proposed action should be detailed

                                           An individual should be given responsibility
                                           for this action

                                           When an action has been completed a date
                                           should be entered.

                                           4.6 Guest Profiling



                                          Page 7
The information provided in this section will allow you to produce a mailing list,
identify what type of guest you have and how long on average they stay for. This
information can be used to determine promotional activity, although supplementary
information may be required to develop a marketing plan.



4.7 Trend Analysis




As part of your analysis tool there is a sheet entitled trend analysis.

The values for each month will automatically appear on the trend analysis sheet as
you enter results in the data entry sheets each month.

This will allow you to build up a picture of how things are changing over time and
presenting the information on one page will allow you to track performance at a
glance.




                                          Page 8
5. Useful Reminders



  -   Remember that complaints and suggestions are an opportunity to improve and
      should not simply be viewed as a problem

  -   Where possible, if you receive negative comments from guests you should
      attempt to compensate them in some way such as offering a reduction in price
      for a future visit or a voucher for dinner in your restaurant

  -   Offering compensation will let guests know that there comments are valued
      and acted upon

  -   Decide which method of distribution is most likely to give you a high response
      rate

  -   Ensure that guests are able to provide you with honest feedback by providing
      them with privacy to complete their forms

  -   It is important to collect and review results regularly

  -   All results should be entered into your analysis tool to allow your results to
      accurate reflect the level of customer satisfaction

  -   It is important to define an improvement process to allow you to improve your
      service delivery

  -   You should assign someone to be responsible for the customer survey and
      should keep other staff informed of the results and changes as a result of
      suggestions.

  -   If you require any assistance phone CCA on 01355 237 260




                                        Page 9

								
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