With more consumers visiting restaurant Web sites, online comment cards can be an effective way to get timely, candid customer feedback. “Asking customers to give us comments online is a great, inexpensive way for us to listen to them and make sure their experience is what we intend to provide,” says Rob Caswick, co-owner, Artuzzi’s Italian Kitchen, Atlanta, GA. Some things to consider:

Determine the best format. Most online feedback forms are short questionnaires or links to an email address. “We get more comments in more detail from a link to a staff member’s email than a typical ‘check this box’ form,” says Alex Brennan-Martin, owner, Brennan’s of Houston, TX. He says that many of the comments are complimentary about employees and sharing them is one of the best ways to get employees to understand that what they are doing matters.

Make it easy to find. “The link on your homepage to the comment area should be obvious so customers know you want to hear from them,” advises Mark Goughnour, pres., reportfactory.com. “Seeing that you ask for feedback on your site can have an added benefit – it underscores that you care about what your customers think.”

Promote the online option. The bottom of every check stub at Davenport’s, East Providence, RI, asks customers to leave their feedback online. “Normally I get about 100 online comments a month,” says Gregg Davenport, owner, “but twice a year I give customers an incentive – such as a free appetizer – and then I get as many as 500 in a month.

Respond. “I respond to all emails personally, and try to do so within 24 hours,” says Rob. All of Artuzzi’s comments (approximately 300 per month) go directly to Rob’s email. When he responds, he also includes his cell phone number in the event a customer wants to call him directly.

Ask for contact information. “Asking those who fill out the online comment card for their email address is a good way to build a database to send information about events, etc.,” says Gregg.