Article

Is customer feedback really worth collecting?

Wondering what's the point in collecting customer feedback? We give examples how to use it
Letitia Stevenson
April 7, 2021

Wondering whether you should be collecting customer feedback? Trying to decide if the hassle of setting up a survey, sending it out and analysing the data is actually worth it?

The answer is simple - yes. Collecting customer feedback is essential to business growth and survival, which is why we strongly recommend that all tourism businesses should be asking their customers for feedback.


Why is customer feedback so important for my business? 

Without feedback, you’re unable to tell what’s working and what isn’t. You have no benchmarks and you can’t measure how satisfied customers are with your service. Are your customers recommending you to their family and friends? For most businesses word of mouth is the biggest and strongest form of marketing, and it doesn’t cost anything. The more satisfied your customers are, the more likely they are to promote you. On the other hand, if customers are unhappy with an aspect of your service, and you’re not aware of it, you’re unable to take steps to improve your customer experience. 


Online reviews vs direct feedback via surveys 

Online reviews are incredibly important, but they’re typically from fewer than 2% of your total customers so they don’t paint a full picture of what’s happening in your business and shouldn’t be the only way you measure how happy your customers are. Glassbottom Boat Tours send direct surveys and have 35% of their customers providing feedback to them - that’s a wealth of insight to act on.

Here’s a handful of examples of how customer feedback has been used by tourism businesses:

  • Changed the way they communicate cancellation of tours due to weather
  • Rewarding staff for providing an outstanding guest experience
  • Fixed equipment, which the business didn’t know wasn’t working well
  • Used feedback as testimonials on their website - social proof is incredibly influential on purchase decisions


Ready to start collecting direct feedback and reviews? Sign up for a free 14-day Yonder trial here.

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