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Using Comment Cards for Feedback – Don’t

Feb 22, 2021 | Blog, Comment Card

Comment Cards for Feedback are a bad idea

How to Use Comment Cards?


Many say that a well designed comment card from a nifty comment card template, laced with insightful questions will deliver loyalty. Specifically a well-conceived comment card system enables customers to rate their experience, express their opinions and provide valuable customer feedback to management. Moreover, they deliver insight and ideally create engagement with customers by letting them know you’re listening to their opinions.  For without this, the bad ones will likely end up on Yelp..

Unfortunately however, they do not provide instant guest feedback, nor provide a customer feedback platform. Moreover, there is very little evidence to show that comment cards either deliver a return on investment or are capable of such a return. For this reason, businesses should make the switch to a digital alternative that erases the issues with customer comment cards and delivers on the spot, actionable feedback. Wake up people!

Why it is Pointless to Talk About Conventional Comment Cards:

While there is a lot of material on the web about comment cards, with popular searches including:

  • Comment card templates
  • Card prints
  • Card designs
  • How to ask the right questions
  • Comment card systems
  • How to make comment cards
  • Where to put comment cards
  • Survey your customers
  • Restaurant guest feedback
  • …or even the Perfect Comment Card

Discussing any of the above is pointless as it is irrelevant. Specifically. the paper based comment card or even the online comment card may have served businesses adequately in the past, but much better customer feedback alternatives exist today.

Summary of Bad News About Comment Cards

We have discussed before, some of the common issues facing a business, particularly customer defection. Since then we produced a feedback guide consisting of articles highlighting why comment cards should be replaced with a digital card successor. There are four essential elements:

1) Twelve major problems with Comment Cards

Despite their popularity , there are at least 12 big problems with comment cards.

2) The Top Six Classic Comment Card Problems – Video

We highlight via video the top six reasons we advocate no more comment cards:


3) Customer Comment Card Design Errors – The Top Twelve

When we do see comment cards or comment card templates – many suffer the same flaws. We review the top 12 design issues, and step through a business may correct these.

4) Why and How Digital Comment Cards are More Effective

A digital comment card overcomes all the disadvantages over the traditional comment card. We describe real-time feedback opportunity, delivered by phone, what it is and how it works, the use of the survey code, the increase in revenue and the business benefit.

(For the restaurants audience, we also review why restaurant comment cards area really bad idea that never get to the bottom of poor customer service, negative experience, rude people, anonymous feedback or offhand comments)

Upgrade from Paper Comment Cards to Digital Comment Cards and A Digital Feedback Platform

The bottom line is that paper cards, email, Yelp, Facebook, Twitter or online reviews are a poor source for customer feedback, do not allow the business to take immediate action from instant feedback to fix the issue for unhappy guests. For management this means:

  • Bad reviews / negative feedback are not fixed
  • Defecting customers are not salvaged
  • The guest experience is never analyzed
  • Comments have little value
  • Bad decisions are made
  • Feedback to operators is too late
  • Negative feedback is repeated
  • Management will see more bad service from guests in Yelp
  • So the business return is minimal


A more effective strategy for company management is an on location survey. The solution is a feedback request that does not use the card method, rather survey questions are delivered via phone or tablet (any device) by the user. Response details appear in moments and reviewed in real-time with comprehensive analysis. The big advantage from tools like this is the higher percent response rate and staff alerts. Immediate action fixes the issue and creates a stronger impression on the guest leading to a closer relationship. This aspect allows organizations a way to salvage their reputation and deliver remarkable service and best in class operations.






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