Most outdoor rental companies treat customer feedback like checking a box – send a generic form, file the responses, repeat. But the smart operators? They’re having real conversations that transform their business. Here’s how to actually get useful intel from your customers.
Why This Matters More Than You Think
- 89% of consumers switch to competitors after poor experiences (PwC)
- Companies that implement customer feedback grow 2-3x faster (McKinsey)
- Your renters are out there right now telling friends about you – what are they saying?
The Feedback Trap Most Businesses Fall Into
They ask the wrong questions at the wrong time through the wrong channels. Then wonder why response rates suck and the data’s useless.
Asking Questions That Get Real Answers
Forget: “How satisfied were you with your rental?”
Try instead:
- “What nearly ruined your trip that we could have prevented?”
- “If you were running this shop, what’s one thing you’d change tomorrow?”
- “What gear did you wish we had when you showed up?”
Timing is Everything
- Pre-rental: “What’s worrying you about this adventure?” (helps prevent problems)
- Mid-trip: Quick SMS check-in after first night camping (catch issues in real-time)
- Post-trip: Wait 3 days, then ask for stories (emotions fade, useful details remain)
Where to Find the Juiciest Feedback
- Your counter staff – They hear the raw, unfiltered truth daily
- Private Instagram polls – Better response than email for under-35 crowd
- Gear inspection notes – What’s actually getting damaged tells its own story
- Local guide chatter – They know what renters struggle with in the field
Turning Complaints Into Upgrades
When you get negative feedback:
- Thank them within 2 hours
- Diagnose the root cause (not just the symptom)
- Fix the system, not just this case
- Follow up showing the change made
Real-World Example:
A Utah rental shop noticed multiple comments about “wish we had better maps.” Instead of just stocking more maps, they:
- Partnered with a local cartographer
- Created waterproof, tear-resistant custom trail maps
- Sold them as add-ons (new revenue stream)
- Response rate to their surveys doubled after implementing
The Silent Feedback You’re Ignoring
- What gear gets re-rented most?
- Which items sit unused?
- What add-ons get requested at checkout?
Your inventory data is screaming feedback at you.
Making It Worth Their While
Instead of gift cards, offer:
- Naming rights to a new gear package
- VIP access to test new equipment
- A guided trip with the owner
The Golden Rule
Never ask for feedback you’re not prepared to act on. Customers will sniff out empty gestures instantly. When REI asks for input, they implement changes within weeks – that’s why people keep responding.
Final Thought
Your most valuable business intelligence isn’t in some expensive report – it’s in the heads of the people using your gear right now. The companies that figure out how to tap that knowledge will own the future of outdoor rentals.