Research Tips

Feedback

Many restaurants, hotels, and other service providers make comment forms available for those who want to offer feedback about the service they’ve received. This is certainly a good way for companies to discover what their customers are thinking (and it provides a mechanism for dissatisfied customers to vent). However, because the people who complete the comment forms are unlikely to be representative of all customers, it’s a good idea to supplement feedback forms with formal surveys and analysis of transaction records.