– Bill Gates
Negative feedback is hard for most of us to accept, unless it is viewed as an opportunity. This critical feedback is an opportunity because it not only helps you enhance the guest experience, but it also enables you to recover with guests and turn your Detractors into Promoters. As many of you have learned, most survey respondents do not think their surveys are even read, much less responded to. Thus, when guests are contacted about problems they have experienced, they are usually blown away.
A variety of research studies have shown that those who have had their issues resolved promptly are more loyal than those who have had no problem. Therefore, reaching out to, and recovering with, your Detractors may be more beneficial to your business than any ad, email or social media post. This is why we recommend that (at least) every Detractor be contacted within 24 or 48 hours of their feedback submission.
Since only 6% of your guests complain without prompting, it is essential to encourage and welcome this feedback. This is why we design our surveys with numerous drop-down questions asking Detractors the reasons for their lower ratings. Here’s an easy 5-step process you may find useful in recovering with your Detractors:
A – Acknowledge
L – Listen
E – Empathize
T – Thank
So embrace negative feedback, learn from it and turn your Detractors into Promoters. And remember that what you don’t know WILL hurt you.