Main content area When our visitors are talking, make sure you are listening Download Guide Listening to our visitors View all guides Customer feedback is essential for your business and this guide can help you develop new ways to find out what customers think Success stories show what can be achieved and how a business can transform both itself and at the same time help to transform the area where it is located. Suddenly feedback is everywhere. It feels like we are often asked what we think of an experience before we have had it and before we have had time to gather our thoughts on the matter. Most people are well aware that good service is key to a business's success. But they are perhaps less aware of the actual hard facts and also how the service that business owners and employess think they are giving is sometimes at odds with how a customer views it. A satisfied customer will tell three or four people but a dissatisfied customer will tell nine people Related links Mercat Tours - Listening to visitors Technology trends Register Develop your Business Customer insights Find out how to improve your visitor experience, and make the most of customer feedback News and events All the latest news and events from Tourism Intelligence Scotland Attitudes towards service excellent There was an interesting comparison made between perceptions of those giving the service and those receiving it. It is estimated that 96 per cent of those who are dissatisfied with service say nothing, so you need to encourage them to do so. Don't presume that no news is good news. The average business loses 20 per cent of their customer base every year and most don???t know why Use the information you find to improve your service or product offering Only 50 per cent of companies collecting feedback inform staff of findings, 30 per cent made decisions based on information and 10 per cent deployed and improved processes based on the findings. This of feedback as a free form of consultancy. It is easy for people not to give feedback so you have to be clear on the benefits and persuade your visitors to 'tell you what they think'. It is, after all 'free consultancy', where they might tell you something you didn't know. Our top tips will help you to identify what you could be doing and how to go about it in order to improve your offering. Want a printed version of the guide? Please email info@tourism-intelligence.co.uk or call us on 0845 601 2454. Download Guide link opens in a new window Intelligence guides View All Ancestral tourism in Scotland Ancestral tourism presents new and exciting year-round commercial opportunities, whatever the size, type and location of your business. Events, festivals and cultural tourism in Scotland The 'Winning Years' campaign provides a unique opportunity for all to celebrate and collaborate with others to develop the visitor experience. Wildlife tourism in Scotland This guide provides key intelligence as well as offering advice on how businesses can ensure that wildlife enthusiasts have the best experience possible. Sailing tourism in Scotland The guide highlights opportunities where tourism and sailing businesses can collaborate to capitalise on this growing market. Mountain biking tourism in Scotland With a predicted 30 per cent growth in mountain biking in Scotland over the next five years, now is the time to get involved. Food and drink experience in Scotland A must-read for tourism businesses in Scotland that have an interest in providing a food and drink offering for visitors Adventure travel in Scotland Get inspiration from the innovations of some of Scotland's top activity providers. Golf tourism in Scotland Highlights opportunities for tourism businesses, golf clubs and courses looking to get the most out of the visiting golfer market. Knowing our markets... Scotland's visitors This guide is an essential read for businesses who want to stay competitive and really understand the tourism markets in Scotland Scottish tourism in the future Up to date information on key trends and what they mean for your business going forward Walking tourism Walking Tourism is a great resource for businesses looking to seize the opportunities that the walking market can bring. Listening to our visitors Listening to our Visitors is a practical guide which includes some great tips on how to ask the right questions. Sustainable tourism business for dummies Sustainable businesses mean tourists will have an amazing country they can keep coming back to. Scotland's historic properties: visiting the future This guide provides practical tips on how our historic properties can exceed visitors' expectations