Many restaurants and other guest-service oriented businesses use customer comment cards to gain feedback and insights into how well they are performing and how satisfied their customers are. Printed guest satisfaction surveys are costly, time consuming to compile, and a relatively archaic method of learning how well your restaurant is serving guests. With the advancement of survey technology and mobile apps, as well as the proficient use and availability of smartphones, there are better and cheaper ways of gaining more comprehensive insights about guest satisfaction and restaurant performance.

Read the rest of the article here

As discussed in the first part of this post - traditional surveys create a number of challenges, logistically and strategically. Highlighted below are more issues business often face when collecting data in regards to customer satisfaction.

Difficult to respond to service issues

The results are often not read and noted until the forms are compiled, which for many restaurants happens once a week or once a month, well after the customer has left the restaurant.