Ask, Ask, and Ask Again: Tips for Guest Feedback As your operations move to off-prem and your customers begin to have unique experiences with your brand, it’s more important than ever to understand customer sentiment around the services you’re providing. You need to ask the right questions at the right time, and respect the time customers are dedicating to share responses with you. Without asking customers, you’ll find out about the mishaps on If you have a door, a phone line, and a poster, you have the minimum for what it takes to process off-site/curbside orders. Add these ideas to capture meaningful feedback.
“UBERIZE” YOUR POST-TRANSACTION SURVEYS: On-demand guest experiences require an instant survey after the transaction in order to ensure the highest response rate, much like Uber fires off after your ride. Integrate with all transaction channels to send surveys directly to guests’ smartphones.
CAPTURE FEEDBACK FOR EACH CHANNEL: Drive-Thru, Delivery, Curbside, and Takeout are now the bulk of your restaurant’s revenue, you must create a different survey for each experience in order to ensure proper benchmarking, i.e. which channels are over or under-performing in the eyes of guests?
EXPAND YOUR COLLECTION METHODS: While text is the most-used method of communication (95% of texts are read within 3 minutes), email, Facebook Messenger, and other tools can be effective to meet the customer where they are.
EMPOWER STAFF WITH ONGOING ACCOUNTABILITY: Set monthly goals, i.e. improving meal packaging from 76% to 85% satisfaction, and communicate these goals to all GMs and DMs. This helps teams stay aligned and mobilized. Monthly kick-off, midmonth progress, and end-of-month results are effective ways to encourage progress.
Guests experience a 4X higher rate of incidents with off-prem orders compared to dine-in. It is essential to know which channel is most responsible for a higher-volume of guest dissatisfaction for more deliberate improvement.
RESTAURANT TECHNOLOGY NETWORK
(source: Tattle)
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