the collection and acquisition of information about customers' opinions in catering hotels plays a very important role and significance in improving the management level and service quality of catering hotels, meeting and exceeding customers' needs, and then achieving the business objectives of customer satisfaction and profit for catering hotels. Only by comprehensively, objectively and scientifically understanding the customer's opinion information can the catering hotel truly understand and grasp the customer's needs and expectations, and it is possible for the catering hotel to formulate service standards and service procedures that meet the customer's needs and aspirations according to the customer's opinion information, and the customer's needs and expectations can be truly met and realized. The collection and acquisition of customer opinion information is the starting point of the service quality management of catering hotels, and also the end point and goal of the service work of catering hotels. Therefore, our catering hotels must attach importance to the collection of customer opinion information and use various channels to obtain the opinion information we need from customers as much as possible. At present, there are two main channels for catering hotels to collect and obtain customer opinion information, one is through external information sources and the other is through internal information sources. What we are mainly discussing now is the various methods and their advantages and disadvantages of obtaining customer opinion information from the external information sources of catering hotels. Customer opinion collection method-customer opinion questionnaire is a widely used way to obtain information in catering hotels. The specific method is to put the designed consultation form for specific problems in the guest room or other places where guests can easily get it, and the guests will fill it out and put it into the opinion collection box set up by the hotel or hand it over to the assistant manager in the lobby. 1. The advantages of the customer opinion questionnaire collection method are: 1? The provision of information is entirely voluntary by customers, which is a way to collect information with the least disturbance to customers. ? 1? The scope of information collection is extensive, and almost all guests can easily get this form. ? 1? 1 information can be provided by customers without any hotel staff, which is more objective. ? 1? The opinion collection table placed in the guest room often lists the main service items of the whole catering hotel, and the information obtained is relatively large. 2. The defects of the customer opinion questionnaire collection method are:? 1? Customers are too accustomed to this way, and the negative attitude of some restaurants towards customers' opinions greatly reduces their enthusiasm for providing opinions. ? 1? The depth of 1 information acquisition is not enough. Because most customers can only draw a few hooks or crosses on the collection form, it is often difficult to further understand customers' feelings and thoughts. ? 1? For some information, especially the information related to the service process (such as attitude), it is difficult to verify because customers often do not directly give the names of specific service personnel or because the service behavior has become a "past tense". ? 1? The accuracy and frequency of information collection are easily affected by the mood of the guests, such as customers tend to fill in the opinion collection form when they are particularly dissatisfied or satisfied. Customer opinion collection method 2 telephone call collection telephone collection can be used alone, in combination with sales calls, or for understanding or clarifying a special matter. Some phone calls are collected according to the designed questions, and some phone calls are more free and random, such as the call from the general manager of the restaurant or the manager of the public relations department to the old customers. 1. What are the advantages of the telephone call collection method? 1? If time permits and the relationship between customers and restaurants is good, you can talk to customers about deeper problems and learn more about customers' thoughts. ? 1? 1 is more efficient and saves the collection cost. 2. What are the shortcomings of the telephone call collection method? 1? 1 is a big nuisance to the guests, and some customers may be impatient to answer the questions of the collectors. ? 1? The accuracy of the collection is greatly influenced by the subjective desire and quality of the collector, which requires a higher ability of the collector. ? 1? Because we can only communicate by voice, we sometimes misunderstand each other's meaning or don't understand each other's expression deeply. Customer opinion collection method 3: On-site visit, also known as surprise visit, is to seize the short opportunity to meet with customers and get as many opinions and opinions as possible. On-the-spot interview is one of the most important ways to collect customers' opinions in the hotel industry. A mature hotel manager should be good at seizing and creating opportunities to collect customers' on-the-spot interviews. 1. On-site visit for special customers. ? 1? 1. On-site visit to VIP guests during welcoming and sending; ? 1? On-site visits to large consumers during a certain business period (such as courtesy visits by restaurant managers to large customers); ? 1? 1 On-site visits to particularly sensitive people (some customers may pay as much attention and enthusiasm to the service quality of catering hotels as the catering hotels themselves, and the information sources are relatively wide and representative, such as conference organizers and tour guides. It is necessary and important to visit this kind of special sensitive people on the spot. ）? 1? On-the-spot visit to old friends and regular customers who meet by chance in various business places. 2. On-site visits to different locations. ? 1? Take advantage of the time when customers check in or check out at the front desk to ask a few short questions (at the same time, give some souvenirs or discounts to customers who answer questions. ）? 1? The general manager chooses several rooms every day to bring business cards and flowers to visit the guests; ? 1? 1 in the catering hotel airport car for customer advice, etc. 3. On-site visit for special moments. For example, customer complaint is a "special moment" in the service work for catering hotels. The staff of catering hotels should pay full attention to this excellent opportunity offered by customers to conduct "on-site visits" and hold a positive attitude to let customers speak freely. 4. What are the advantages of on-site visit? 1? The biggest advantage of on-site visit is that it happens at the scene of service and consumption, and customers' impression of service products is still very vivid and profound, and they can often ask some important details that are usually ignored by us. ? 1? On-site visit is an important way to establish long-term relationship with customers and maintain customer loyalty. Especially when customers feel treated with special courtesy or the problems reflected by customers are well solved. ? 1? The manager's on-site visit to the customers has conveyed the most clear message to the staff of the catering hotel: this catering hotel attaches importance to customers and their opinions. 5. The difficulties and disadvantages of the on-site interview collection method are: 1? The information collected in the on-site visit is not easy to save. Without a scientific information collection and feedback system, it is likely to disappear without a trace with the forgetting of the interviewer. ? 1? A good command of on-site visit is a way to communicate feelings. If it is not well mastered, it is undoubtedly an interruption. Therefore, we must master the question of "degree", pay attention to distinguish whether time, occasion, atmosphere and object are suitable for on-site visit, and grasp the time and discretion of conversation. ? 1? Due to the limited time, the on-site visit can't be collected comprehensively and deeply. ? 1? For the catering and hotel industry, the on-site visit often needs to be carried out by a certain level of managers (sometimes even the general manager of the catering and hotel) in person, which constitutes a kind of physical and psychological pressure for some managers who are busy with their daily work and are more accustomed to reading feedback reports of customer opinions, and sometimes even deliberately avoided by managers. The collection method of customers' opinions is that the catering hotel invites a certain number of representative customers to consult, discuss and discuss the problems related to the products or customer needs of the catering hotel in the form of a party. When catering hotels use group discussion to solicit customers' opinions, they should generally combine other public relations activities at the same time, such as regular gatherings of VIP club members of catering hotels and holiday dinners, and should not be too serious. The store staff attending the party should be familiar with the invited customers as much as possible, and don't forget to give gifts or souvenirs to the invited customers. 1. The advantages of the panel discussion collection method are: 1? The catering hotel and customers can exchange opinions face to face widely and deeply, and the obtained information is large and of high quality. Many customers are more knowledgeable about this industry than even the managers of catering hotels, and they are rare mentors and friends of catering hotels. ? 1? The discussion is interactive between restaurants and customers, and between customers, which is conducive to listening to suggestions from many angles. ? 1? This method is especially suitable for the consultation of new service products and service methods of catering hotels before they are launched. 2. The defects of the group discussion method are: 1? 1 The organization work is complicated and the cost is high. ? 1? 1 has higher requirements for the store staff and customers who participate in the collection, and the effect of the collection is greatly influenced by the factors of preparation and quality of both parties. ? 1? The recording, induction and analysis of group discussion need high professionalism and technicality. Customer Opinion Collection Method 5 Mystery Customer Mystery Customer Method is another important method for catering hotels to obtain customer satisfaction information. The specific method is to invite professionals or experienced customers in the catering industry to spend money in the catering hotel as ordinary customers, and give feedback to the store in the form of special reports on the problems existing in the products of the catering hotel. 1. What are the advantages of the mystery customer method? 1? The mystery customer method is a comprehensive, objective and constructive examination of catering hotel service products by professionals with a professional eye, and it can involve a large number of service details that cannot be obtained by other collection methods. A high-quality "Guest Experience Report" is often worthy of the vigilance of restaurant managers who "don't know the true face of Lushan Mountain, but only live in this mountain". ? 1? The biggest advantage of the mystery customer method is that it can ensure the authenticity of the collection, because the service personnel of the restaurant hotel don't know who the mystery customer is, so they won't go through deliberate disguise and cover-up, and the situation reflected by the collection is highly consistent with the daily quality of the service products of the restaurant hotel. ? 1? The collector will provide a complete "experience report" to the catering hotel authorities, and will put forward many professional comments and suggestions, which will provide valuable reference for the catering hotel to carry out corresponding rectification and training work and evaluate the service quality of various departments accordingly. 2. What are the defects of the mystery customer law? 1? 1 collection costs are high. ? 1? Collectors often overemphasize professional vision and professional standards, and sometimes pay less attention to customer needs and the specific situation of catering hotels themselves.