3 survey mistakes that spoil your sales results
Most entrepreneurs under Giewont think that a survey is just a formality that a guest fills out out of politeness. The truth is that a poorly constructed form is not only a waste of time, but above all, incorrect data that lead to misguided investments. We verify facts and show how to avoid the most common traps.
Question lists that are too long kill honesty
In June 2023, we analyzed the feedback collection system in one of the larger hotels on Witkiewicza Street. Their form had 42 questions. The effect was easy to predict: the average completion time was 12 minutes, and 89% of guests abandoned the process halfway through. Those who made it to the end marked answers randomly just to close the browser window. This is a classic example where the desire to find out everything ends up with knowing about nothing. Customers feel overwhelmed and instead of a reliable opinion, you get information noise.
At Tatra Business Insight, we believe that less is more. We shortened this specific form to 6 key questions. Within just 14 days, the number of completed surveys increased by 314%, and the quality of descriptive comments allowed the owner to understand that the problem was not breakfast, but noise from the staircase after 10:00 PM. No sugarcoating – no one has time for your 40 questions when lunch or the next business meeting is waiting. Concentrate on what really changes your profit.
No one has time for 40 questions when lunch is waiting. Focus on facts that change profit.
Leading questions, or how you deceive yourself
Asking questions like: 'How much did you like our professional service?' is the easiest way to falsify the image of the company. The word 'professional' subconsciously imposes a positive evaluation on the customer. In our field research conducted in Zakopane and the surrounding area in the first quarter of 2024, we noticed that such phrasing artificially raises the rating by about 19%, but has no reflection in real customer returns. We see the whole picture and know that such data are just empty consolations for the management.
Instead of suggesting, ask directly: 'How do you rate the waiting time for your order?'. In a study for a local restaurant chain, after changing the narrative from 'delicious food' to specific technical aspects, it came to light that 27% of guests consider the portions too small relative to the price. Previously, no one wrote about it because the questions were too 'polite'. Hard data from the Tatras require the courage to ask difficult questions. Only neutral phrasing will allow you to catch errors for which you pay with an outflow of customers to the competition.
Terrible timing for sending a survey
Time is a key factor in market research. Many business owners in the service industry send requests for feedback with a delay of up to 7-10 days from purchase. In July 2023, we conducted a test on a group of 156 mountain equipment rental customers. Half received the survey via SMS 2 hours after returning the skis, and the other half after a week. The 'fast' group gave 64% more detailed answers. The latter remembered only a general impression, and the details that build competitive advantage had irretrievably escaped.
We verify facts: customer emotions cool down faster than coffee in the frost. If you run online sales or stationary services in Zakopane, your sales window for feedback is the first 24 hours. Our research team, active since September 2017, has repeatedly proven that a real-time response also allows for 'putting out the fire'. If a customer is dissatisfied here and now, you can react before they post a negative review online. Delay in research is voluntary blinding of your own business.
Customer emotions cool down faster than coffee in the frost. Ask for feedback within 24 hours.
Lack of real action after collecting feedback
The biggest sin is not the lack of a survey, but collecting data that end up in a drawer. Since the founding of Tatra Business Insight in September 2017, we have met 84 entrepreneurs who regularly studied the market but never introduced any change based on the results. This is a waste of money and customer trust. If a guest spends 3 minutes writing a comment about a broken door lock, and upon the next visit the lock still doesn't work, they feel ignored. This destroys reputation more effectively than a lack of any question.
In November 2023, we implemented a 'feedback loop' system for a client in the construction industry. Every negative review generated an automatic task for the construction manager with a completion deadline of 48 hours. The average referral rate of the company increased by 22% within one season. People appreciate not only that you listen to them, but above all that you act. We show facts about your business that are not visible from behind the desk, but it's up to you whether you turn these facts into profit. Without concrete steps after the study, a survey is just an expensive hobby.
