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Interesting addition on customer service surveys…

Today, following up on the fact I didn’t complete the overly-lengthy survey for the hotel in Fargo referenced in an earlier post, I received this email:

Dear Scott,

Recently, we sent you an invitation to complete a Guest Satisfaction Survey concerning your stay with us at Ramada Suites Fargo, where you checked out on September 7, 2011.

We noticed that you did not have time to complete the survey. We are concerned that you may not have responded because we have somehow failed to live up to your expectations.

At Ramada, we are committed to providing a superior guest experience to each and every one of our customers. Please take a few minutes to tell us how well we met your expectations.

To complete the survey, please click on the web address below. If that does not work, please copy and paste the entire web address into the address field of your browser.

The survey is conducted on our behalf by Medallia, Inc., a leading customer feedback company.

Thank you again for choosing Ramada, and I look forward to hearing about your stay with us.


Mark F. Young
Brand Senior Vice President
Ramada Worldwide, Inc.

So…I replied:

Dear Mark:

You are correct — I did not respond to the survey. 

This is not because I did not have a satisfactory stay at your hotel, as your message suggests — rather it is because of the survey itself. 

If you would like to discover what I found so wrong with it, join the thousands of unique readers who already have:

Best regards,

PS — I notice the email address does not send me to a Ramada executive, but instead to the survey company. I would appreciate a response from Ramada to be assured someone with that organization noticed my critique of the survey company. Thank you. 

GUESS WHAT? I received this response:

Thank you for contacting the Ramada Guest Survey Program.  You replied to an email address that cannot accept incoming messages, however, this auto-response will direct you to the appropriate place so that your questions or comments can be addressed.

To access your survey:  Click directly on the link located in your email invitation or copy and paste the entire web address into the address field of your web browser.  

Thank you,

Technical Assistance Team – Ramada Guest Survey Program

Obviously, the survey company has it set up so any criticism is about their client — but, the client is difficult to access in regards to complaints about the survey company!

Are you using customer surveys? How do they create an impression to your customers you should have under YOUR control — and not delegated to a vendor without your goals for connectivity?

Read the original blog entry...

More Stories By Scott McKain

Scott McKain is a business leader, bestselling author, and Hall of Fame professional speaker.
Scott's latest book, "The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails" reached the #1 spot on list of Customer Service Bestsellers! He is the author of two #1 additional business bestsellers ( & 800-CEO-READ): "What Customers REALLY Want" (currently available in trade paperback) and "ALL Business is Show Business."
He is the Co-founder and Principal of The Value Added Institute, a think-tank that examines the role of the customer experience in creating significant advances in the level of client loyalty, and has appeared on multiple occasions as a commentator and analyst on FOX News Channel. His platform presentations have run the gamut from the White House lawn with the President in the audience carried live on CNN and NBC's "Today" a remote outpost near the Amazon...all 50 states, seven Canadian provinces...and from Singapore to Sweden...Mexico to Morocco.
An inductee into the Professional Speakers Hall of Fame, he is also a member of "Speakers Roundtable" -- an elite, invitation-only group of twenty of the world's top business speakers.