We Asked: How have you used guest feedback to improve your inn? Please explain what tools you use to encourage comments, and the specific changes you've made in response.
"We are celebrating the Buckhorn's 65th anniversary, and used this occasion to distribute a questionnaire to about 700 guests, over the period of six months. The 25 items covered reservation procedures, check-in and check-out service, breakfast and dinners, room amenities, cleanliness, pricing, and more. We made several changes as a result of our survey:
* We extended our breakfast time by 30 minutes. Longer breakfast hours were the most frequently mentioned change suggested by guests.
* We replaced 75% of our pillows. We now offer pillows of two different densities.
* We trained our dinner staff to greet guests in a more friendly and personal way.
* We replaced a mattress in one unit that we didn't know was in such bad shape.
* We added a lighter breakfast option. We have always offered several hearty choices, as well as cereal and fruit. The survey revealed, however, that guests wanted another lighter choice, so we added another morning option, called 'On the Lighter Side,' with vanilla yogurt and fresh fruit.
* We had considered having a pianist play each evening during dinner, but decided not to go ahead with this because more than 70% of guests said they did not want one; and because 95% of guests said they wouldn't want dinner charges increased by $2 to pay for it.
"We found out a lot more but these are the highlights. Mostly, we found out that guests think we are doing a terrific job and love coming to Buckhorn Inn."
Lee Mellor, Buckhorn Inn, Gatlinburg, TN
"We use a two-sided card we created; it asks 'is there is anything we can do for you?' and is signed by the housekeepers. It also includes a quick way for guests to rate our welcome, housekeeping, breakfast, and so on. An added benefit is that it encourages guests to leave tips without requiring the unpleasantness of a tipping envelope. Two places for comments are provided, responses to questions about 'what did you most enjoy?' and 'what would you do to improve the inn?'
"About 10%-20% of guests take the time to complete the form. We try to respond to each, addressing their comments, and explaining that we review all comments with our staff, that we take all comments seriously, and that their comments concerning -- whatever -- are being addressed.
"Sometimes we are told about maintenance or mechanical problems that need to be addressed. (Housekeepers don't catch everything.) And once in a while we get a really great insight into how the rooms function or are perceived to function. For example, we now tell everyone about window shades because some people don't notice the pull cords. One guest explained that blinds for bathroom windows are effective but block light, and suggested that we add 'wavy' glass, which we have done in all the bathrooms.
"Getting around to creating the feedback forms took a while. We got help from a PAII session and polled friends to see how others did it, learned whether the innkeepers were looking for marketing information in their feedback forms or information about how the inn functions, then we devised our own small card. It works for us."
Bob & Stephanie Melvin, Westchester House B&B, Saratoga Springs, NY
"Survey forms with check-off boxes don't tell the whole story or give innkeepers the opportunity to make an immediate change or improvement. Nothing works better than a personal inquiry. After the first night's stay, I try to ask each guest when alone with them: 'Is there anything I could do to make your stay better?' This very sincere inquiry early in their stay offers guests an opportunity to tell me things like, 'the cord isn't long enough for my cell phone charger and I could use an extension cord,' or 'we would appreciate an extra box of tissues' or even, 'could I offer a special condiment at breakfast.' Several guests wanted to know the name of the CD I played at breakfast (Lover's Waltz by Jay Unger).
"Guests are more likely to respond to my question verbally than in writing. And some may not have anything to say at that moment, but will feel comfortable asking me if they have a request later. By asking for their individual opinions and responding to their needs, our guests learn that we are dedicated to their satisfaction, which in turn, improves return visits and referrals. My advice? Don't wait for check-out to illicit a comment!"
Sandy Sowada, The Lost Dog Bed and Breakfast, Berryville, VA
From the November 2003 issue of the Innkeeper News
Sarah Stotts
Marketing
BedandBreakfast.com
Inns.com
RezOvation
Sarah.Stotts@BedandBreakfast.com