There are a number of problems with comment cards, but here are the reasons why they usually remain blank after the customer has left.
At each step in filling out a card, people will fail to go to the next step. So for each step or hindrance along the way will result in a severe drop-off in numbers of cards you will receive.
Here are few spots along the process where customers will just give up:
- Finding the card. If it's not on the table or with the guest check, it will likely be missed.
- Length of card. The longer the card and more involved it is, the less likely you'll ever get it.
- Too much work. Filling in a card, complete with essay question at the end, is not at all enjoyable.
- Not worth the effort. If it's a small bit of feedback, such as "liked the tater tots", it's not worth the effort. It's only worth the effort when the experience was terrible or magnificent, not in-between. No one fills in a card for "meh".
- Suggesting the customer enter their name, phone number, email, or address. A lot of people don't want to give their name and contact info. They want to remain anonymous. They just want to drop in their opinion and be on their way.
Most will not enter their contact info because they don't want to get a phone call or end up on your mailing list. - Requiring the customer to mail it. The comment card pictured at the top of this post required the customer to place a stamp on it and mail it. What? Why not let the customer use business reply mail, and save them a stamp?
The new way: let them just text you. With TalkToTheManager, all a customer has to do is text the number you present. It's easy, fast, convenient, and is suitable for the full spectrum of feedback (rant - meh - rave).