One thing that we have done is to ask other B&B owners, whom we don't know, to have a complimentary stay with us and critique our B&B. They are always open and up front about what they like and what needs improving. We ask them to fire away because most guests will be reluctant to complain. And as B&B owner's themselves they know what we are looking for. This has been tremendously helpful. We also ask our guests to leave reviews on various websites where we are listed. Because they are anonymous they write the truth. Luckily the reviews have been positive. What I have found over the years is that most guests are happy to be here, away from home, work, etc. and tend to like the "humanness" of our B&B and us. We laugh a lot, share stories, and genuinely enjoy spending time together. They will be less likely to complain about a squeaky floor (or whatever) when everything else is wonderful and they feel pampered. And they keep coming back..