It’s fair to say the future of travel is still looking a little uncertain. Now, more than ever, you need to listen to your customers, understand their concerns and spot emerging trends that will undoubtedly pop up during a time when, quite frankly, it feels like anything could be around the corner.
Customer surveys are a great tool for helping you get inside the minds of travellers and help prepare your business for what lies ahead. Here are four ways you can start using surveys to improve your customer experience and boost consumer confidence.
Guidelines and restrictions are changing all the time, so holidaymakers are altering their plans too.
As the situation changes, so too will the latest searches and trends. It’s vital to stay on top of what your audience is thinking (and feeling!), so you can make sure that your messaging and service is always hitting the mark.
Surveys can be created and distributed quickly, allowing you to capture changing public opinions and plan your marketing focus on the fly. Why not ask your social media followers or email subscribers to fill one out?
Questions to ask:
After suffering holiday cancellations and (in some cases) appalling customer service – the Competition and Markets Authority has received over 17,500 complaints - many holidaymakers have been hurt by the travel industry. People will be understandably nervous to book their next holiday with all the uncertainty about what’s going to happen in the future – we know too well that travel restrictions and guidelines could change at a moment’s notice.
To boost bookings, you need to understand what your customers are worried about and what you can do to gain their trust. For example, are you able to offer them a refund guarantee or give them the option to delay their trip if the situation changes?
You won’t know what kind of reassurances your customers want unless you ask them. Create a survey that measures confidence levels and gives you feedback on how to improve your service in a way that will put holidaymakers’ fears to rest.
Questions to ask:
It’s safe to say most travel bookings will be done online for the foreseeable future, so getting your online experience up to scratch is vital. If your website is hard to use or it’s impossible to get in touch with your customer service team, holidaymakers are going to head elsewhere – after all, there’s plenty of choice out there!
Survey links can easily be distributed via website pop-ups, allowing you to capture opinion from those browsing your website and anyone who has just placed a booking. For example, if a visitor has spent too long on a page or it looks like they’re about to close it, a carefully timed pop-up asking visitors to help improve their website experience will help collect some valuable data. If you don’t ask, you won’t know why people are leaving your website without securing their booking.
Of course, it’s also important to ask people who have just booked with you too. This is the perfect time to measure your Customer Effort Score (CES) using surveys, as it will let you know about any obstacles your customers are facing when booking a holiday with you.
Questions to ask:
As we’ve already touched on, some holidaymakers have been treated badly during the pandemic. Now is the perfect time to evaluate how your customer service team coped and performed when faced with the toughest period they’ve probably ever had to overcome. Was it easy for customers to get in touch? Did you communicate any updates or issues you encountered well enough?
By asking your customers how well they thought you handled the pandemic, you can get to work on making any adjustments to your policies or customer service team, just in case you come face-to-face with a similar situation in the future.
So how do you measure how well you did? Net Promoter Score (NPS), which you can measure through Feefo Surveys, can help, as it tells you how loyal your customers are and whether they’d be happy to recommend you to a friend or not.
Questions to ask:• How likely are you to recommend [business name] to a friend or colleague?
Don’t forget to check in with your customer service team too – this is the busiest and hardest period they’ve probably ever faced in their careers. Feefo Surveys is perfect for measuring and improving employee engagement, as your team can anonymously tell you how they’re feeling and what level of support they need to deliver the best service to your customers.
Being in travel is challenging right now, so we want to do all we can to support you. To find out more about what we can do to help, get in touch with our experts today.
Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
Laura works in the Content Team, but does way more than write blogs. Specialising in digital copy, she makes sure our SEO is up to scratch and regularly keeps the website flowing with fresh and engaging content. She also plays an active role in Feefo’s charitable efforts as a key member of our charity committee.