Choose your question based on what aspect of your service you want to measure. If you have a very specific question such as “How did you find our coffee?” you will only get feedback concerning coffee – nothing about tea or other beverages, not to mention about something completely different, such as the waiting time or attitude of the staff.
A well-chosen question helps you to target your actions better and more comprehensively. We recommend using a more generic question, such as "How happy are you with the service?" that allows measuring satisfaction levels more broadly. It is more likely to generate feedback than a more specific question because more people have an opinion on the service in general than a specific aspect of it.
Avoid questions that can be answered yes or no. People love having options, so select a question where people can use all the smiley buttons to express their feelings. It’s also beneficial for you: It’s easier to prioritize the order of your improvement actions by identifying the red spots that need immediate action.
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Happy or not with the check-out process? Easy to answer; allows feedback about service levels in general.
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Was the check-out process quick? Yes/no question that is difficult to answer with smileys. Only measures one part of the service.
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We recommend using the same question for a period of time, instead of changing it often. This ensures continuity in your feedback results, which makes it easier to track patterns and trends.
If you change your question daily, for example, it would be difficult to monitor the influence of your improvement actions. If today’s question is different to yesterday’s, then your feedback results would not be comparable to each other, since you are measuring two different things.
By using the same question for a longer period of time you can track changes in satisfaction compared to previous weeks/months. We recommend using the same question for a minimum of one month, but preferably at least two months, to better track trends and patterns and to take seasonal changes into consideration.
However, if you have challenges in getting enough feedback, it might be worth changing the question or follow-ups to get more results