How to Listen to Your Customers and Improve Your Business

It's surprising how often business leaders have asked me the same question since joining Tatvam Analytics :?"Is analyzing this type of feedback?necessary? ?I already know what my customers complain about most."

What’s even more shocking is that this question is being asked at all. ?In my view, there’s no better insight a business can receive than unsolicited (or even lightly solicited) feedback from its guests via online reviews and survey channels.

The most successful businesses are the ones that truly listen to their customers. The old saying, "You can't fix what you don't know is broken," is just as relevant in 2025 as ever.

Whether you run an amusement park, a zoo, a franchise, an airport terminal, a sports venue, a golf course, or a small business, your ability to collect, analyze, and act on customer feedback isn’t just valuable—it’s essential for long-term success.

Customers are constantly sharing their experiences, both online and in person. ?Businesses that take a structured approach to collecting and responding to feedback will improve guest satisfaction and generate more positive reviews, leading to increased SEO, visibility, and trust. ?Here are my favorite ways on how you can ensure you’re listening effectively.

Leveraging Online Reviews

Customers frequently leave reviews on platforms like Google, Facebook, Tripadvisor, and Yelp. These reviews shape public perception and influence future visitors. ?For businesses in the attractions space—museums, aquariums, amusement parks, and theme parks—Google and TripAdvisor are particularly influential. ?Malls, franchises, small businesses, sports venues, and airports often see high engagement on Google and Yelp.

To maximize the value of these reviews:

• Monitor them regularly and respond thoughtfully, acknowledging positive feedback and addressing concerns professionally.? Don’t use fully canned responses, be personable.
• Look for patterns and trends. ?Are multiple customers commenting on long wait times, cleanliness, or staff friendliness? ?These trends provide actionable insights.
• Encourage more reviews. The more feedback you receive, the more data you have to work with, and the more likely you are to generate positive reviews from satisfied guests.

Gathering On-Site Feedback

Not all customers take the time to leave online reviews, so businesses need to be proactive in gathering feedback while guests are still engaged. ?Attractions, sports venues, and airports have high foot traffic and can use strategic placements to encourage participation.

Some effective ways to collect feedback include:

• Receipt-Based Surveys: Adding a short survey link or QR code to the bottom of receipts allows customers to provide input immediately after their purchase. ?This method works well for food and beverage locations, retail shops, and ticketing counters.? Talk to your POS provider to see if this option is feasible for your business.
• A-Frames and QR Codes: Placing A-frame signs or QR codes near high-traffic rest areas like picnic tables, food courts, or waiting areas encourages guests to take a quick survey while they’re still experiencing your business.
• Short, Targeted Surveys: Lengthy surveys often deter participation. Keep it simple—three to four questions are usually enough to capture key insights without overwhelming the customer.

Post-Visit Surveys

In my experience, a well-timed post-visit survey can be one of the most valuable tools in understanding guest experience. ?Sending an email or text within 24 hours of a visit allows customers to reflect on their experience while it’s still fresh. These surveys should:

• Start by thanking the guest for their visit and their time.
• Include a clear request for feedback with a simple survey by sharing your process flow.? Let them know all results are reviewed within 48 business hours.? (There are tools, like Tatvam, which automate this process giving your team extreme access and visibility to the data).
• Offer a direct link to a review site to encourage public feedback if they had a positive experience. ?(again, there are ways to automate this portion to keep this entire process with low labor costs and a high return on the investment)

Attractions like the Knoebels Family Resort and the Shedd Aquarium have successfully implemented follow-up surveys that blend customer appreciation with opportunities for constructive feedback. ?Similarly, franchise restaurants and retail stores inside malls or airports can use post-visit surveys to gauge satisfaction and improve operations.

Turning Feedback into Action

Collecting feedback is only part of the equation. Businesses need a structured approach to reviewing and acting on customer insights. Leadership teams should:

• Set up regular review sessions to analyze trends in feedback.
• Identify quick wins - issues that can be easily fixed to improve customer experience.
• Use feedback to drive larger operational decisions, such as staffing adjustments, facility upgrades, or changes to guest services.
• Celebrate your improvements by sharing the changes you've made based on customer feedback from these channels.

If/when you make a change based on sentiment analysis from surveys be sure to push that out on your social media and maybe even include another survey link in that post as it is another great time for people to share their thoughts with you.

The more intentional your business is about collecting feedback, the better you can surpass customer expectations. ?Creating a system that generates continuous reviews not only improves your online reputation but also gives you valuable insight into what’s working and what needs improvement. ?Businesses that prioritize customer feedback will always have a competitive edge.

How is your business actively listening to its customers?

If I can help in any way, no matter your business type, feel free to reach out. I'm always happy to connect and dive into the conversation!

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