Feedback Strategy · 28 July 2020

How do you prevent unpleasant surprises from online reviews?

Niek Ritzen
CEO and Co-founder qrite | The Feedback Revolution


Do you have enough securities in your quality process?
Use these four practical tips, so can prevent your business from unpleasant surprises from online reviews.

  • Ask for feedback during the customers’ experience, not afterwards.
  • Reward feedback during your customer’s stay.
  • Ask for feedback in an accessible way, more than the ‘chat at the bar’.
  • Use feedback to improve the quality of your services during the stay of the customer.

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Insights in feedback from online reviews
How do you deal with feedback that’s given during a customers stay?

When you work in the hospitality industry you can’t escape it: online reviews on platforms like Google,, TheFork, Tripadvisor, Zoover and many more. All these platform have one thing in common: they ask the customer for their experience during their stay. What did you like? What didn’t you like? These big tech companies publish customer experiences with your organization.

In this whitepaper you’ll find tips that will prevent you being surprised by a negative online review. Keep these four tips in mind to prevent negative (online) surprises from your customers in the form of reviews. By working with these four tips you can give your customers the possibility to give feedback where you can react on immediately. As a result, you can bend a negative feedback moment to a positive one.

The four tips we will discuss:

  1. Ask for feedback in the moment, not only afterwards.
  2. Reward people who give feedback during their stay.
  3. Ask for feedback in an accessible way, more than the ‘chat at the bar’.
  4. Use feedback to improve the quality of your services during the stay of the customer.


How does the e-healthfestival event collect feedback?
Thanks to qrite we collected some valuable feedback during our business event, on which 40 companies presented their healthcare innovations. Every exhibitor got an obvious stand on which a QR-code was placed. Visitors could scan these codes and leave their feedback and/or personal data for every separate stand. In this way our exhibitors were able to collect leads in an easy and convenient way. Besides that, visitors were also able to leave feedback for the total event. This resulted in 80 leads from 350 visitors. Read the story.

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Tip 1: during their visit
Ask for feedback during the customers experience, not afterwards.

A negative experience can lead to an unpleasant online review. Why wait for your customer to leave to ask feedback and following it up? By asking feedback in a smart way during their stay, you enable yourself to filter feedback and improve your service right away.

When you stay in a hotel or a similar residence you always have to check-in and check-out. The check-out is the perfect moment to bend a negative experience into a positive one. At least pay the customer enough attention to give them a positive feeling about their stay.

A few tips to start right away:

  1. Make sure it’s clear for the guests where they can leave their feedback.
  2. Make sure it’s clear who handles certain types of feedback internally.
  3. Make receiving and handling feedback is part of your operational system.
  4. Make sure a customer can leave digital feedback in an easy way.

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Tip 2: incentive
Reward feedback

Dozens of companies give their customers a reward to give feedback about their product and service. Probably you’re already doing this yourself. An incentive is a trigger to receive feedback. An incentive doesn’t always have to mean a monetary reward, it can also be a follow up.

Using incentives

There are a few types of incentives you can use to stimulate giving feedback. We’ll discuss three of them:

  1. Follow up: is the package and/or the product damaged? The customer can contact you and you can solve the problem within an acceptable amount of time.
  2. Reward: leave feedback about the order and receive a discount on tour next order.
  3. Give back other value: do you have a specific interesting video? Then show your video presentation on the thank you-screen after every order. This way you will gather valuable feedback and your customer gets access to the video. Win – win!


Reward feedback

Good ideas and feedback are worth a whole lot to any company. The possibility to look at your own services through your customers eyes is priceless. That’s why it’s so important to gather feedback.

You can gather feedback in an easy way with the qrite tool. Plan a demo:


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Tip 3: incentive
Ask for feedback in an accessible way, more than the ‘chat at the bar’.

Asking feedback in an accessible way means that a customer can give feedback in only a few steps in an easy way. Who doesn’t know them? Paper evaluation forms for customers to fill out. These kind of paper forms have a few downsides. They can cause you to get caught by surprise by a negative review on Zoover or for example.

The most accessible and convenient way to collect feedback is through an online feedback portal. We’ve got 7 tips to keep in mind when you want to collect feedback in an accessible way:

  1. Make sure your design is active and drive your customers to leaving their feedback.
  2. Make sure your call-to-action is in sync with the customer experience on that particular moment. For example, don’t ask: “Do you have any feedback?” But: “How did you experience your stay in our cabin?”
  3. Make sure the connection between your call-to-action and the digital platform works flawless. You can use a QR-code for example.
  4. Virtually everyone ones a smartphone nowadays. This means that your online surveys have to be optimized for mobile use.
  5. Make receiving and handling feedback part of your operational system.
  6. You can already gather a lot of information on your customers without asking them anything. For example, you know in which tent, room or cabin they’re staying. By connecting this information with your feedback system, you can interpret feedback faster and more precies and react accordingly.
  7. Always try to really understand feedback and engage in an conversation to make sure the customers knows you’re aware of their feedback, positive and negative.

 Want to get started right away?  Book a live qrite demo instantly.

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Tip 4: improving service
Use feedback to improve the quality of your services during the stay of the customer.

As an entrepreneur, manager or quality supervisor you’re constantly working on maintaining and improving the service to your customers. Maybe you use periodic quality reports as input for your activities. But did you already think about letting your customers help you to improve your quality?

Feedback is not solely meant for improving a service or remedy acute malfunctions. You can also ask feedback to improve certain aspects of your service or to ask guests suggestions. You can respond to all types of feedback in a fast way, for example during the stay or check-out of the customer.

It’s important to link your surveys to the experience your customer is having on the moment they give the feedback.

By making smart surveys you can use the feedback to analyze and give insights on a certain customer experience. But surveys can also be created to ask about a certain experience you wanted to create. An additional benefit to collecting smart feedback is improving customer loyalty.



Start putting these steps into action today and grow your business
qrite can help you collect, analyze, and understand customer feedback. We can usually integrate our approach into your business operation within 24 hours. If you start today, you’ll start collecting more, and better feedback tomorrow. Join The Feedback Revolution! Book a demo with us, and I’ll happily show you how it works. Book a demo!