Hi GreyFox,
My generator work is usually three phase, megawatt or more units at voltages from 120/208 to typically13,200, so my experience with single phase generators or any small kW units is limited to project or client add-ons & some family-friend freebies. (Houses usually for family/friend)
On those small unit jobs that I have done or serviced, I noticed that the alternator's output typically becomes stable before the unit transfers. (GE units seem to excel at this task).
Some voltage dip might occur when a bunch of stuff starts at once if the generator is sized close to load. (For example, if the load switches while an air conditioner or electric oven is heating and many lamps are on.)
The Trouble Spot:
When the utility re-energizes, there often is a rather lengthy voltage drop until everyones' items start up and the supplied voltage stabilizes. A surge suppressor won't help with that. (See the last paragraph for a solution)
Unfortunately, often after the initial load stabilized, the recovery results in a spike over voltage. That is when a surge suppressor would be helpful.
Perhaps that is what your clients are noticing.
Of course, if the generator set's voltage regulator isn't working well, spikes can happen.
The solution I employ for 'critical voltage & frequency' loads is a rectifier-inverter system with storage in between. This ensures no voltage drop or spike. (Sometimes I will employ a true "generator" which produces DC instead of an alternator & engine which we call a "generator"..)
Unfortunately, this rectifier-inverter set up is possibly quite expensive for a home or small commercial venue. But, I may be wrong about cost. It might be worth checking into pricing.
Just some ideas to consider,
Paul