Introduction

In today’s highly competitive market, many businesses are realising the importance of being customer focused.

Across the tourism sector there is a growing use of customer comment cards to collect customer feedback, however there is a need for this information to be collected in a more consistent manner, the data analysed and used as a management tool.  

Why conduct a customer survey?
Ongoing feedback from your customers will allow you to:

• Assess the level of customer satisfaction
• Identify training needs for staff
• Identify and develop excellence in staff performance and reward best practice
• Improve your customer profiling for market research
• Potentially increase business through meeting currently unidentified needs of customers

How to get started
A customer feedback form, together with a users’ guide and an easy to use analysis tool are provided for you to use.  Click here for more information on creating a survey.

There are various organisations that can help you with gathering customer feedback.  For more information see useful contacts.

Does it really work?
Find out how other Scottish tourism businesses are already benefiting from the use of customer feedback by reading some Scottish case studies.