We don’t know about you, but we find the plethora of feedback surveys extremely annoying. Part of the reason is that we don’t get a warm and fuzzy feeling that assures us that anyone has really read our answers. A few years ago, we stayed at an exclusive hotel and reported more than 10 significant complaints. No one ever followed up with us — so why should we take the time to fill out another customer feedback form?

Here is what we would recommend. If you are compelled to send out a survey, ask just two questions: 1.) What did you really like about us? (And encourage them to fill in a little more detail.) 2.) How could we make your experience with us even better? After your clients/customers have responded, acknowledge the thoughtful feedback they provided with a personalized note. That way, even if they have a complaint or a suggestion for improvement, you are almost guaranteed to win them over.