How restaurants and hotels collect customer opinion information (1)

The collection and acquisition of customer opinion information in restaurants and hotels is helpful for restaurants and hotels to improve the management level of the enterprise, improve the service quality of the enterprise, meet and exceed customer needs, and then achieve the business goals of customer satisfaction and profitability of the restaurant and hotel. Very important role and significance. Only by comprehensively, objectively and scientifically understanding customer opinions and information can restaurants and hotels truly understand and grasp customer needs and expectations. Only then can restaurants and hotels develop service standards and service procedures that meet customer needs and wishes based on customer opinions and information. , only then can customers’ needs and expectations be truly satisfied and realized. The collection and acquisition of customer opinion information is the starting point of the service quality management work of catering and hotels, and it is also the end and goal of catering and hotel service work. Therefore, our restaurants and hotels must pay attention to the collection of customer opinion information and use various channels to obtain as much information as possible from Get the feedback and information we need from our customers. Currently, there are two main channels for restaurants and hotels to collect customer opinion information, one is through external information sources, and the other is through internal information sources. What we are mainly going to discuss now is the various methods and their advantages and disadvantages of obtaining customer opinion information from external information sources in restaurants and hotels. Customer Opinion Collection Method 1 Customer Opinion Questionnaire Customer Opinion Questionnaire is a method widely used by restaurants and hotels to obtain information. The specific method is to place the opinion solicitation form designed with specific issues in the guest room or other business places where it is easily accessible to the guests. The guests can fill it out by themselves and put it into the opinion collection box set up by the hotel or hand it to the assistant manager in the lobby. 1. The advantages of the customer opinion questionnaire collection method are:?0?1 The information is provided entirely voluntarily by the customer, and it is a collection method that least disturbs the customer. ?0?1 The scope of information collection is wide, and this form can be easily obtained by almost all guests. ?0?1 Information can be provided by customers without the presence of any restaurant or hotel staff, so it is more objective. ?0?1 The opinion collection form placed in the guest room often lists the main service items of the entire restaurant and hotel, and the amount of information obtained is relatively large. 2. The shortcomings of the customer opinion questionnaire collection method are:?0?1 Customers are too common and accustomed to this method. In addition, some restaurants and hotels have a negative attitude towards customer opinions, which greatly reduces the enthusiasm of customers to provide opinions. ?0?1 The depth of information acquisition is not enough. Since most customers can only put a few ticks or crosses on the collection form, it is often difficult to further understand the customer's feelings and thoughts. ?0?1 For some information, especially information related to the service process (such as attitude), it is more difficult to verify because customers often do not directly give the name of the specific service personnel or because the service behavior has become "past tense". ?0?1 The accuracy and frequency of collection of information are easily affected by customer emotions. For example, customers tend to fill out the opinion collection form only when they are particularly dissatisfied or satisfied. Customer opinion collection method 2: Telephone collection Telephone collection can be used alone, or in conjunction with sales calls, or used to understand or clarify a special matter. Some telephone collections are based on designed questions, and some telephone collections are more free and random, such as calls made by the general manager of a restaurant or hotel or the manager of the public relations department to old customers. 1. The benefits of the phone call collection method are:?0?1 If time and circumstances permit and the customer has a good relationship with the restaurant and hotel, you can talk to the customer about deeper issues and understand the customer's thoughts in more detail. ?0?1 The efficiency is relatively high and the collection cost is saved. 2. The disadvantages of the phone call collection method are:?0?1 It is relatively intrusive to customers, and some customers may be impatient to answer the collector's questions. ?0?1 The accuracy of collection is greatly affected by the subjective desire and quality of the collector, and requires higher abilities from the collector. ?0?1 Since I can only communicate by voice, I sometimes misunderstand the other party’s meaning or do not fully understand the other party’s expression. Customer opinion collection method three: On-site visit: On-site visit is also called surprise visit. Its approach is to seize the short opportunity to meet with customers to obtain as many customers' opinions and views as possible. On-site visits are one of the most important collection methods for the catering and hotel industry to obtain customer opinions. A mature restaurant and hotel manager should be good at seizing and creating opportunities to conduct on-site visits and collect customer opinions. 1. On-site visits for special customers.

?0?1 On-site visit to VIP guests when they are being welcomed and delivered; On-site visits of special sensitive groups (some customers may value and be as enthusiastic about the service quality of restaurants and hotels as the restaurants and hotels themselves, and the sources of information are relatively wide and representative, such as conference organizers, tour group tour guides, etc. For this On-site visits to special sensitive groups are necessary and important)?0?1 On-site visits to old friends and regular customers who meet by chance in various business locations. 2. On-site visits to different locations. ?0?1 Use the time when customers are checking in or checking out at the front desk to ask a few short questions (and give certain souvenirs or discounts to customers who answer the questions.) ?0?1 Daily selection by the general manager Visiting guests in several guest rooms with business cards and flowers; ?0?1 soliciting opinions from customers in restaurants, hotels, airport cars, etc. 3. On-site visits for special moments. For example, customer complaints are a "special moment" in service work for restaurants and hotels. Restaurant and hotel staff should pay full attention to this excellent opportunity for "on-site visits" provided by customers and hold a positive attitude. mentality, allowing customers to speak freely. 4. Benefits of on-site visits: ?0?1 The biggest advantage of on-site visits is that it occurs at the site of service and consumption. Customers have a very vivid and profound impression of service products, and they can often put forward some issues that we usually ignore. But very important details. ?0?1 On-site visits are an important method to establish long-term relationships with customers and maintain customer loyalty. Especially when customers feel that they have received special treatment or when the problems reported by customers are well solved. ?0?1 The management staff's on-site visit to customers conveyed the clearest message to the restaurant and hotel staff: this restaurant and hotel values ??customers and their opinions. 5. The difficulty and disadvantages of the on-site visit collection method are:?0?1 The information collected by on-site visits is not easy to save. Without a scientific information collection and feedback system, it is likely to disappear without a trace when the interviewer forgets it. No trace. ?0?1 On-site visits are a way to communicate emotions if they are well mastered. If they are not mastered well, they are undoubtedly an interruption. Therefore, we must grasp the issue of "degree", pay attention to distinguish the time, occasion, atmosphere, whether the object is suitable for on-site visits, and grasp the time and proportion of the conversation. ?0?1 Due to time constraints, on-site visits often cannot conduct comprehensive and in-depth collection. ?0?1 For the catering and hotel industry, on-site visits often need to be carried out in person by a certain level of management personnel (sometimes even the general manager of the catering and hotel). This is difficult for those with busy daily work and those who are more accustomed to reading customer feedback reports. It constitutes a kind of physical and psychological pressure for the managers, and sometimes it is even deliberately avoided by the managers. Customer Opinion Collection Method Four Group Discussion The group discussion collection method means that a restaurant and hotel invites a certain number of representative customers to use a gathering form to solicit opinions, discuss and discuss issues related to the hotel's products or customer needs. . When restaurants and hotels use group discussions to solicit customer opinions, they should generally be combined with other public relations activities, such as regular gatherings of VIP club members of restaurants and hotels, holiday dinners, etc., and should not be too serious. Store staff participating in the party should try their best to get to know each other as well as the invited customers. At the same time, they should not forget to give gifts or souvenirs to the invited customers. 1. The advantages of the group discussion collection method are:?0?1 Restaurants, hotels and customers can exchange opinions extensively and deeply face-to-face, and the amount of information obtained is large and of high quality. Many customers are even more knowledgeable about the industry than the managers of restaurants and hotels, and are rare mentors and helpful friends of restaurants and hotels. ?0?1 The discussion is an interactive discussion between catering hotels and customers, customers and customers, which is conducive to listening to suggestions from multiple aspects and angles. ?0?1 This method is particularly suitable for soliciting opinions before the launch of new service products and service methods in restaurants and hotels. 2. The shortcomings of the group discussion method are:?0?1 The organizational work is more complicated and the cost is higher. ?0?1 The requirements for store personnel and customers involved in collection are relatively high, and the effect of collection is greatly affected by the preparation and quality of both parties. ?0?1 The recording, summarization and analysis of group discussions require high professionalism and technology.

Customer Opinion Collection Method Five: Mystery Shopping The mystery shopping method is another important method for restaurants and hotels to obtain customer satisfaction information. The specific method is to invite professionals or senior customers in the catering and hotel industry to spend money in the catering and hotel industry as ordinary customers, and to provide feedback to the hotel in the form of special reports on the problems existing in the catering and hotel products. 1. The advantages of the mystery shopper method are:?0?1 The mystery shopper method is a comprehensive review and inspection of catering and hotel service products by professionals with a professional vision. The results are comprehensive, objective, constructive and can involve A large number of service details that cannot be obtained by other collection methods. A high-quality "Guest Experience Report" is often something that restaurant and hotel managers who "don't know the true face of Mount Lushan just because they are in this mountain" should be alert to. ?0?1 The biggest advantage of the mystery shopper method is that it can ensure the authenticity of the collection. Because the restaurant and hotel service staff do not know who the mystery shopper is, they will not deliberately disguise or cover up the situation reflected in the collection and the restaurant and hotel. The daily quality of service products is highly consistent. ?0?1 The collector will provide a complete "experience report" to the catering and hotel authorities, and will put forward many professional evaluations and suggestions, which will help the catering and hotel carry out corresponding rectification and training work, and evaluate each department accordingly. The service quality situation has provided valuable reference opinions. 2. The shortcomings of the mystery shopper method are:?0?1 The collection cost is high. ?0?1 Collectors often overemphasize professional vision and professional standards, and sometimes give less consideration to customer needs and the specific conditions of the restaurant and hotel itself.