Customer comment cards allow customers to express their opinions and provide feedback on your business or organization. These forms can help to identify areas that need improvement as well as areas that are doing exceptionally well.
Between social media and online review sites like Trip Advisor, the world-wide web has made it that much easier for customers to share their experiences both good and bad. Although its intended audience is hoteliers, "Handling Online Reviews: Best Practices" is a great tool that consists of basic principles that can be applied to most tourism businesses. With information on monitoring, responding and analyzing/improving, this document is a great introduction to dealing with online reviews.