Title: Summarize the methods for measuring customer feedback.
Course: Travel, Tourism, and Destination Marketing (16152) > Section: Providing Customer Service

Summary should include vehicles for gathering customer feedback to services received, such as the following:

- Comment cards
- Toll-free numbers on receipts
- Web-based surveys
- Social media
- Audience response systems
- Customer retention (i.e., repeat business)

Summary of uses of customer service measurement data may include improvements in

- staff (e.g., greater empathy, improved response time, courtesy, dependability, knowledge)
- facilities (e.g., furnishings, layout, amenities)
- procedures (e.g., communication process, planning process).

Process/Skill Questions:

- What might be the outcome if survey results do not coincide with company goals?
- How can physical factors (e.g., the facility, the appearance of staff) negatively affect customer service?
- What should be considered when developing a training plan to improve customer service?
- How often should a company evaluate their customer service policies?
- Who should respond to negative online comments? Why?
- How can a company use social media to measure customer satisfaction levels?
- How are secret shoppers used to measure customer service?