Social media gives feedback in a random way, but how much better if you could find out in detail what customers experience – the food and beverage, the welcome, the service and departure. Even the toilets! Customers compare your place with others they visit – an objective view is so valuable.

In this interview Ken Burgin talks with Jen Walls of Above Benchmark. Her company runs mystery shopping and customer satisfaction surveys in all areas of hospitality. You may have tried your own feedback forms – what’s clear from this interview is how much is involved in getting useful, measurable information, that can be compared from one month to the next. Information that gives constructive feedback to managers and staff, leading to improvements that bring customers back more often and telling their friends. Listen in and learn how professionals design surveys and gather the most useful feedback.