2019 New BBM Header

January 2019



Putting Customer Feedback to Work

Our recent newsletter articles have focused on shaping customer expectations, partnering with other businesses and inspiring staff. However, another important way to enhance customer experience is to leverage the feedback and data you collect. But – especially with limited time – how do you decide what feedback is needed, capture data from many sources, and put it to work for your customers and your business? 

Before You Collect New Data01-2019 BBM Customer Feedback Article
Start by taking a look at the types of data you already have, and what kinds of data you need.

  • Ask yourself key questions that apply to your business and market. What do you need to know to improve customer experiences?
  • Who’s the best source to answer those key questions: Customers? Staff? Your business partners?
  • Determine who needs to know the answers to improve decision-making: Just you? Management? All staff? 
  • Only THEN look at how to collect the data you need. By only collecting information you can use, you’ll save time and effort.

Gather From Varied Sources
With seemingly endless ways to collect and organize data, it can be confusing to choose your methods. At Brainstorm Bistro, partners set a goal to focus their efforts for the best ROI. Ideas included:

  1. Advise staff to gather customer feedback regularly by asking customers specific questions. Designate a consistent way for staff to share feedback with coworkers.
  2. Document how customers found you (CVB referral, Google, TripAdvisor, advertising, etc).
  3. Use a variety of sources for customer reviews rather than relying on one or two sources. While “outliers” can be informative, avoid generalizing about one or two reviews that say you should make a drastic change.
  4. Ask powerful questions like, “How likely are you to recommend us to others?” Offer a scale of responses (e.g., not likely, somewhat likely, very likely) and voila! You have qualitative data. 
  5. Use data collecting methods and platforms that you feel comfortable with. Partners discussed combining tactics that yield the needed data without overwhelming them – there’s no right “formula” as every business is unique. Examples included Google Analytics, Facebook Pixel, MailChimp, Constant Contact, sales data, online forms, SEO tracking, newsletter sign-ups or loyalty programs.

For qualitative data, suggestions included using employee insights, Google reviews, Twitter, TripAdvisor, onsite feedback, emails and phone calls. One partner suggested using Google Data Studio to aggregate and share data.

You’re Collecting Data. Now What?
Follow through. Regularly evaluate the feedback you see, and if it warrants adjusting your services or the way you offer them, then do so. Use reliable data to fine-tune your marketing tactics to more effectively reach certain audiences.

For example, your sports event data shows that students use a higher percent of tickets than non-students. What attracts the students? Why do non-students attend? Use these customer insights to inform and create a marketing campaign. If your business is part of a larger organization, your data can also suggest a need for marketing that’s different than that of your parent company.

Ultimately, determine how you will know you have provided great customer experiences.

Whether it’s through key performance indicators (sales, bookings) or insights gained (customer reviews, referrals or website traffic), knowing what success looks like will continue to guide your data collection strategy.


Meet Your Partner: Revel

01-2019 BBM Meet Your Partner Revel

Revel is a modern DIY studio located just off the Capitol Square, filled with bright craft projects, fun drinks and joyous celebrations. Owner Sarah Van Dyke shares how Revel came to be, and what they’re up to this year. 

How did the idea for Revel come about and what has it been like putting those ideas into action the last few years?
Madison’s downtown has always been filled with amazing restaurants and shops, and I wanted to add to that with an experience-based business for adults. The original idea was for a welcoming and inspiring social space where there was always something fun and fresh going on… and then many iterations later, the idea for the Craft Bar was born!

It took a ton of work and was a complete team effort to get Revel up and running – but it’s also been SO fun to see the concept come to life. It’s truly rewarding to see guests creating in the Craft Bar, enjoying our workshops and events, and celebrating special life events like bridal showers and milestone birthday parties in our space. We’ve met so many amazing customers, vendor partners and fellow business owners along the way!

We know you rotate projects frequently. Any new projects or events coming this year?
We have a number of new Craft Bar projects and workshops planned, as well as some established favorites. Stay tuned for fun fiber projects, jewelry making, and possibly even some topics for foodies! In November we introduced UW™-licensed designs (like painted wood boards, etched glassware, and wooden 6-pack beer carriers) to our menu and we can’t wait to share those with more Badger fans this year.

Tell us something about Revel that most people might not know.
Hmmm…here are three things!

  1. Many people don’t realize we have regular hours outside of our workshops and events. The Craft Bar is typically open to the public 5 days/week and drop-ins are welcome. Why not be spontaneous and stop by for a drink and/or DIY project?
  2. Our space has ties to entrepreneurial royalty. Rumor has it that Eat Street housed a small office there when they were first starting out. And before that, an architecture firm had offices there for close to 15 years!
  3. And if those aren’t exciting enough facts? We serve prosecco on tap :)

Revel is also a great place for corporate events. Can you tell our readers a little bit more about the private events you host there?
We work with corporate groups in many capacities. Some come in during daytime hours to hold a meeting or retreat in a unique, inspiring space. Others book time for their group to come in for a workshop or crafternoon – which makes for a great creative break and team bonding experience (with or without the cocktails :))

In 2018 we expanded our offsite event services, and brought Revel DIY project stations or craft workshops out to a number of business, hotels and university events. We love these events since they provide a change of pace/scenery for our staff – while also making the logistics easy on the corporate event planner or manager who is coordinating the event!

Why do you partner with Destination Madison?
We’ve been a partner for about a year now and have appreciated the team’s support, the informative classes offered, the helpful weekly newsletters, and the way they facilitate connections among all of their member businesses.

The other huge benefit for us has been their website and comprehensive events guide. Having our workshops and events posted there gives us a much broader reach than we would have by simply posting them on our own website.

Anything else you’d like our readers to know?
Downtown parking really isn’t as bad as you might think it is :) And there are plenty of amazing downtown businesses and events to make it worth the trip!

Warm Welcomes

We’re excited to welcome the following new partners:


Audio for the Arts

Audio for the Arts is a full-service recording and audio production company offering audio expertise and friendly, professional services to a wide variety of clients.

Chance Productions

Chance Productions transforms events with custom lighting, décor solutions and full-service event production. You bring Pinterest®…we bring results.


One of the world's leading travel companies with an extensive brand portfolio that includes some of the world's most trusted online travel brands. Powering over 200 travel booking sites in over 75 countries, our brands include Expedia, Hotels.com, Orbitz, Travelocity, Hotwire, Egencia, trivago and HomeA.


We set up and take down a furnished bell tent at a location of your choosing. Furnishings include: Egyptian cotton bedding + duvet, camp blanket, lounge chairs, area rugs, ottoman, throw pillows, lanterns and bar cart.



Major Milestones

Congratulations to these GMCVB partners, celebrating anniversary milestones in Madison:

The University Book Store – 125th Anniversary
The Madison Club – 110th Anniversary
Henry Vilas Zoological Society – 105th Anniversary
Alliant Energy Corporation – 95th Anniversary
UW Health & Quartz – 95th Anniversary
Dotty Dumpling's Dowry – 45th Anniversary
Union Cab – 40th Anniversary
Waunakee Area Chamber of Commerce – 40th Anniversary
Adams Outdoor Advertising – 35th Anniversary
Milio's Sandwiches – 30th Anniversary
Bothham Vineyards & Winery – 30th Anniversary
Ancora Coffee & Tea - King Street – 25th Anniversary
Food Fight Restaurant Group – 25th Anniversary
Keva Sports Center – 20th Anniversary
The Brass Ring – 15th Anniversary
Dane Buy Local – 15th Anniversary
High Noon Saloon – 15th Anniversary
Overture Center for the Arts – 15th Anniversary
Yola's Cafe – 10th Anniversary
Sujeo – 5th Anniversary