Consumer Feedback

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.

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.

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?

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. (source: Tattle)

Topics to Cover In Your Survey

Guests care about certain operational areas more than others and, with a reduced staff, you should focus on areas with a high correlation to overall satisfaction scores.

Ordering process Hospitality Speed of Service Accuracy Meal Packaging Food Quality Cleanliness Sanitation

Did you know? The most negative factor within the accuracy operational category among pizza providers is uneven topping distribution.

A Few Tips for Replying to Guests

Thank You: For every guest that provides feedback, it is not only an opportunity to respond via email with appreciation, but to also highlight sanitary measures the team has employed to deliver their meal, i.e. masks, gloves, distancing, cleanings, etc.

Apology: Since guest incidents are three times higher via offprem, it is imperative to apologize wholeheartedly to guests, as well as send an Oops! card or digital reward for the next order.

Be Prompt and Personal: 91% of people are satisfied with a response if it is prompt (within an hour, ideally five minutes) and personal (includes a name and addresses their issue).

79% of the time, overall guest satisfaction can be improved by boosting satisfaction in one high-impact area. You do not need to focus on everything with a short staff. Focus solely the areas guests care about most. (source: Tattle)

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