​Do your feedback requests cause friction?


​Do your feedback requests cause friction?


When do you ask your customers to rate your service? Something that seems to be cropping up more and more often are pop-up boxes on websites. When casually browsing, a pop up asking you to rate the website service will appear, before you can proceed. A huge annoyance for guests, which can sometimes see them click off your website, losing the opportunity to convert them into loyal, paying guests. Similarly, some quick service operators ask for feedback during the card transaction process, despite the fact that the guest hasn’t spoken to anyone.

At-table interruptions are also not appreciated by guests, in our latest survey in which we asked guests how they expect to provide data, 98% do not want to be asked during their meal - similarly, also during the welcome and pre-food period.

These feedback requests need to be streamlined. By requesting feedback at the wrong time, operators don’t only cause annoyance and friction, they actually receive inaccurate data, with guests not given the opportunity to comment on their experience as a whole.

So, when is the best time to ask for feedback? Right at the end of their experience, after they’ve paid. And what is the best way? There are a few different ways, but the key for guests is that they are incentivised – our research found that 77% of guests are happy to provide feedback, if in exchange for an incentive – 87% of which expect this to be discount off of their bill.

In terms of asking guests for feedback, keeping it old school, asking 5 multiple-choice questions on a paper receipt is nothing to be sniffed at if in exchange for a free drink. Similarly, providing guests with an iPad in which to complete a short feedback survey in exchange for 10% off their bill next time, is a great incentive. If your guest book online, you could even email them after their visit with a mini survey.

Allowing guests to rate you after their whole experience means you take advantage of all opportunities to impress and receive the full picture. By doing so, you also minimise the risk of friction, having given guests the time to properly reflect on their experience. Ultimately, by carefully considering your feedback process, your guests are more likely to return.

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