How to win with customers

There are so many opportunities for venues to win a customer’s loyalty for life, says Katy

Thanks to new research from Plan to Plate we can now understand every step of the customer journey. While it’s so important to build a relationship with customers online, actually the most crucial connection you will have with customers is face to face in your venue.

UNDERSTAND THE JOURNEY

There are so many ways to influence the outcome of the customer journey. From their initial decision to eat out, to making a reservation, to service in the venue, to paying the bill through to leaving a review.

How well your customers’ visit goes at each of these touchpoints will affect what they choose to eat and drink, how much they spend and how likely they are to share their experience and return.

Did you know?

65% OF CUSTOMERS WOULD LIKE MORE DETAIL ABOUT DISHES, SUCH AS NUTRITIONAL INFORMATION

SET THE TONE

Atmosphere is paramount, although incredibly subjective. It’s invaluable to measure customer satisfaction and map what different customer demographics find appealing so you can understand what is right for your venue.

This may change throughout the day depending on what demographic of customer is visiting and when. For example, you could use a tablet to ask your guests to vote on a sliding scale using the following variables: busyness, lighting, volume, staff attentiveness, décor and seating.

MAKE IT EASY

Your customers are looking for a way to enjoy their night as simply as possible. Half of those questioned found being told their chosen dish is unavailable incredibly frustrating, while 48% felt the same about under-attentive waiting staff. Don’t overcomplicate the customers path to purchase with errors.

EMBRACE TECH

Technology can help bridge the gap between what information customers want and the limits of what staff are able to deliver on their own.

65% of customers would like more detail about dishes, such as nutritional information. You can use technology not only as an operational tool but to help influence decision making. 50% of customers have used QR codes to place an order and 49% have used it to look at the food menu.

» Katy Moses, Managing Director, KAM