Customer feedback is a vital part of any business. With it a hotel can improve guest services, venues can create better events and sell more tickets, and restaurants can deliver the best tasting menus that keep tables full.
Historically it was difficult to collect and analyse this data, however with modern software and technologies, hospitality brands can now secure this information anytime, anywhere!
The following outlines five of the leading online survey and feedback software platforms, which in 2017 are helping businesses of all sizes satisfy their customers.
GetFeedback | getfeedback.comMeasure Customer Satisfaction In Real Time
GetFeedback works with over 10,000 companies to gain actionable insights into their customers experiences. Whilst the platform offers some really excellent survey features, their core strength comes from a CRM integration with Salesforce. Feedback results are streamed directly into the CRM, enabling marketers and business professionals to spot trends and increase engagement opportunities instantly.
Pros: Perfect for Salesforce users. Easy to create beautiful drag-and-drop surveys.
Cons: Limited tech support. Designed to integrate only with Salesforce.
Price: Free for up to 20 survey responses per month. Paid plans start from $50/month (£39/mo), billed annually.
SurveyMonkey | surveymonkey.co.uk
Used By 99% Of The Fortune 500 
SurveyMonkey is the best known online survey software platform in 2017. With over 25 million global users to-date, SurveyMonkey provides features that benefit virtually all industries. As one example for hospitality, SurveyMonkey enables users to collect guest satisfaction data pre, post and during events. For more info, see 'Why Are Venues Using Survey Software?'
Pros: Highly recommended, huge collection of features, various integrations
Cons: Some surveys can be more complex to create. Customisations only available on paid plans.
Price: Free basic package, limited to 10 questions per survey and 100 responses. Unlimited plan from £25/month billed annually.
SurveyGizmo | surveygizmo.comCollaborate Across Multiple Survey Projects
SurveyGizmo offers everything you could need in a survey software platform and more. Like its competitors, building and designing surveys is user friendly and you can collect any kind of data required. Reporting tools are more advanced, and third party integrations are available including social media and Google Analytics.
Pros: Various unique features including custom survey domains. Support resources and an active online community.
Cons: Short trial, one of the more expensive platforms, quite complex to use.
Price: Free for 3 active surveys limited to 100 responses. Basic plan available from $300 (£233) annually.
Survey Anyplace | surveyanyplace.comMobile Surveys That Adapt To Every Device
If you're looking to collect survey data using a mobile device, take a look at Survey Anyplace. It's a chameleon - adapting to all devices and enabling you to make branded surveys and quizzes for any occasion. Results can even be collected off-line, so you'll never be limited by a lack of internet access.
Pros: Mobile friendly, highly customisable, off line capabilities, cool mobile widgets
Cons: Some of the best features only available on the advanced plans. Limited reporting options.
Price: Free basic package, limited to 20 monthly responses. Paid plans from $29/monthly (£22.50/mo).
AskNicely | asknicely.comOne-Click Customer Feedback Integrations
Ask Nicely has a targeted focus on improving 'Net Promoter Score' - the measure of how customers recommend products or services to others. NPS surveys help improve customer experience, and Ask Nicely is able to automate feedback collection, integrating smartly with platforms like Salesforce, Zendesk and Shopify.
Pros: Simple set-up, trusted by big brands, live reporting and real time insights.
Cons: No free plan, only a trial. Not as feature rich as alternatives.
Price: 14 day free trial. Start package from $49/monthly (£38/mo) paid annually.
Many of the survey platforms available offer capable design tools, but differ based on their specialisms - whether that be integrating with Salesforce, focusing on mobile or collaborating with other areas of the business. As with any software purchase it's important to first consider your hospitality brands actual needs before deciding on only one tool.
LeadDigital are experts in software that benefits hospitality companies, with over 20 years experience and services ranging from digital marketing to customer relationship & experience management.