Surveys vs. Shoppers:

Leveraging Guest Surveys and Mystery Shoppers for Unmatched Customer Feedback

Ever wonder why your local cafe suddenly started serving almond milk or why your favorite hotel now offers a pillow menu? It’s not magic, though it might feel that way when your morning latte hits just right.

It’s the power of customer feedback wielded through guest surveys and secret shoppers.

Survey tools and mystery shoppers are the unsung heroes of customer experience, and George Polyard, Vice President of Customer Experience at ComOps, is here to "spill the beans" on why you need both.

What’s the Deal with Guest Surveys?

Imagine this: you’ve just had the most amazing vacation at a beach resort. As you’re basking in the glow of post-vacation bliss, an email pops up asking you to rate your stay. That’s a guest survey.

Unfortunately, many hotels take a reactive approach, waiting for guests to inquire about these amenities rather than proactively offering them. It’s like having a goldmine and only digging on the surface, missing the chance to boost hotel revenue significantly.

According to George, guest surveys are a powerhouse for gathering customer feedback. 

“A guest survey is a powerful tool for getting feedback from your customer base,” he says. It's great for learning what your customers think, identifying trends, and finding out those customers’ opinions. It's also a wonderful tool for following up with guests who might have had a less-than-stellar experience at your business.”

The key, he says, is to keep it short, relevant, and timely. Believe it or not, about 78% of hotel guests are willing to complete a survey if it’s done right.

Guest surveys help businesses build a customer-focused culture by highlighting what’s working and what’s not. They’re particularly effective for following up with guests with less-than-stellar experiences, turning potential detractors into loyal fans.

The Secret Life of Mystery Shoppers

Now, let’s talk about the undercover agents of customer feedback: secret shoppers. 

Unlike guest surveys, which rely on customer recollections, secret shoppers dive deep into the specifics of customer experience.

Want to know how long it takes a valet to get a car or how friendly the casino dealers are at 2 AM? Secret shoppers will find out. They provide granular details that regular guests might not notice or remember.

George points out that mystery shopping is handy for new businesses trying to ensure consistent service across different shifts and locations. 

“You can have a mystery shop team come in and evaluate both of those experiences frequently,” he says. This helps new businesses maintain a high standard of service right from the start.

Why Not Both?

Here’s the kicker: you don’t have to choose between guest surveys and secret shoppers. 

In fact, the most successful businesses use both. 

Guest surveys provide a broad view of customer satisfaction, while secret shoppers offer detailed insights into specific aspects of the customer experience. George mentions that high-performing brands consistently use a combination of both tools to stay on top of their game.

Managing customer experience is crucial for business success. 

George cites a prominent study that found that a one-star improvement in online reviews can boost revenue by 5-9%. He says businesses can meet customer expectations and deliver on their brand promise by leveraging guest surveys and secret shoppers.

The Customer Experience Perfect Pairing

Another way to think of guest surveys and secret shoppers is the perfect wine-and-cheese pairing of customer feedback. They provide a comprehensive view of customer experience, helping businesses improve and grow. 

So, next time you notice a new menu item or a service tweak, remember it’s not just magic; it’s the result of listening to customers and constantly striving to improve.

In the customer feedback world, there’s no need to play favorites. Use guest surveys and secret shoppers to create a seamless, satisfying experience that keeps customers returning for more. After all, two is better than one when it comes to understanding and improving customer experience.

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