What You’re Missing by Not Automating Surveys (Hint: It’s More Than Just Data)

“Our marketing team isn’t interested in doing that.”

 In a recent strategy meeting with a client, I pointed out that they have the capabilities to automate a post-visit survey that would prompt every guest for feedback shortly after their visit.

Currently, the client conducts exit surveys at random points throughout the year that delve into various areas of guest satisfaction.  The current program captures less than 0.1% of total attendance.

When inquiring why surveys aren’t digitized and automated, the response was that the venue’s marketing department doesn’t believe that they will learn anything new beyond the current survey program alongside observations from leadership.

For the record, I believe it.

However, not prompting every guest for feedback misses opportunities that go beyond data collection.  Here are five ancillary benefits you’ll gain by automating a survey program that prompts every guest or party for feedback after their visit:

1. Validate assumptions

 Let’s start with the data benefit.  If you increase your response from 0.1% to 5%, the increase in volume of feedback justifies the existing data you’re gaining… even if you aren’t learning anything new.  By focusing on aggregated quantifiable demand, decisions that you make based on data allow you to truly be a feedback-based company.

2. Strengthen guest engagement

While you still won’t capture everyone’s feedback, guests who fill out a survey are saying that they want to keep the conversation going after their visit ends.  They allow for continued discussion about what went well and what fell below their expectation, opening up ample room for qualitative data that supplements the metrics.

3. Recover from service failures

Less than 4% of frustrated guests will actively complain.  By prompting all guests for feedback, you allow yourself the opportunity to not only learn about friction points, but connect with the guests who were directly impacted by it and implement your service recovery strategy.  Getting complaints from surveys enables you to increase guest satisfaction. 

4. Optimize your feedback loop

 Conducting surveys sporadically throughout the year or only during peak seasons neglects the everyday moments that validate or debunk the solutions you’re testing.  When surveys are automated to prompt every guest, you gain quick feedback, allowing you to be nimble and rapidly make adjustments. 

5. Boost online reviews

 Your most satisfied guests should be an extension of your marketing.  Similarly to the small percentage of dissatisfied guests who complain, most of your most satisfied guests will not intuitively think to post a review.  Using a survey to identify promoters allows you to directly request that they share their feedback online and continue advocating for your business

 6. Generate revenue

Automating surveys isn't just for collecting feedback—it's a marketing tool. By offering a bounce-back discount, membership upgrade, or exclusive offer at the end of the survey, you can drive return visits and upsells. It’s direct marketing to your most engaged audience, right when they’re most receptive.

If the cost of the survey platform is the one holding you back, start with collecting responses in a spreadsheet.  Make guest feedback a core part of your strategy—not just for data collection, but for all the value it can provide.

-Josh

Josh Liebman is a Guest Experience Strategist within attractions, hospitality, and tourism. Josh has worked for some of the top attraction operators in the world, and has been integral to the openings of multiple attractions. Today, parks and attractions hire Josh to ensure that they can exceed every guest's expectations, effectively resolve service failures, and drive loyalty through the guest experience. Over the last decade, thousands of team members across various attractions have attended Josh's Guest Experience Workshop, gaining the tools and motivation they need to take their guest experience to the next level. Josh is Co-Host of the AttractionPros Podcast, which has published hundreds of interviews with the most influential attractions industry leaders, offering a wide range of insights for those building their careers in the industry. And in December 2023, Josh released his first book, The Hospitality Mentality: Create Raving Fans through Your Guest Experience.