As Weekend store hours for drinking and eating out of home continues to burgeon, so will the feedback economy. It is therefore paramount that operators arm themselves with the tools not only to respond to feedback, but in addition to harness it for their gain.
Recent insight from CGA Peach learned that only three in five operators monitor review sites, yet they continue being adopted since the leading research tool by consumers searching for eating out options. And so the message to operators here has to be ‘ignore them at the peril.’ The opportunity to call upon customer opinions that is bespoke for an operator’s requirements has to be high on the agenda for every hospitality brand. By using technology, operators can strategically design the feedback process to mirror their exact requirements.
Employees are in the core of every successful hospitality operation. However, they need the equipment, training and constructive feedback to carry out their job well. Many operators are currently missing a valuable weapon inside the war to provide a ‘best in class’ experience for customers. This weapon is technology, which can be used to create visibility around staff upselling, speed of service and efficiency as well as that is the best rated by customers to deliver that every important experience.
Answering customer feedback quickly is as vital as serving orders promptly. Operators have to strike whilst the iron is hot, in order to not diminish the experience they worked so hard to accomplish. While we enter an era of customer experience dashboards, consumer expectations improves considerably. Which means that operators must dramatically increase their ability to monitor and respond to online feedback.
Competition in the hospitality arena is rife. To contend with this, it is essential that New Years Day store closing and opening hours the effectiveness of data. Today, with the use of smart technology, it is actually easy for operators to achieve real-time advice about a customer’s behavior, desires and demands. It really is possible to find out a customer’s favourite dish, even going so far as to document the dishes they checked out but decided not to order. While operators might not choose this level of surveillance, at a minimum they should be adopting technology to collect customer opinions and sentiment after dining.
The strength of Social Media Marketing should not be ignored in today’s digital age. A newly released conference inside the industry looked at ‘How Diners make Decisions’. The insight, along with insights, strategy and artistic consultancy, MORAR, said that over 20% of clients shared their experience on social media marketing following their visit to a branded restaurant outlet. It is therefore crucial for operators to identify and monitor these channels in order to protect and, indeed, uphold the standing of their brand.
Whether consumers leave a great or damning review, operators should respond as soon as possible, for this is just what is widely expected. Our data suggests that as much as 15% of customers will give you immediate feedback if prompted properly in a restaurant. This may be submitting a marketing and advertising form, leaving a business card for a promotion, or via an app. Feedback is actually a valuable commodity to operators, irrespective of whether it is actually negative or positive as it possesses a platform to egjlda comprehend the customer. It is vital that operators make the opportunity easy and available to customers.
Real-time customer opinions enables operators to trial new dishes with customers. With regards to a multi-site operator, it lets them test this type of water with customers before rolling out across their estate. Operators must be mindful that this most ordered dish may well not necessarily translate to some customer’s favourite dish. A dish that is certainly ordered a lot but the Mothers Day store hours with valuable insight on the menu-planning stage.
Each of the feedback on the planet means nothing unless it is used; for the short term, to repair immediate customer sore points, inside the medium term to update training methods, and in the long term, to build up a more informed Customer Engagement Strategy. Produce a culture within your business of listening to and acting upon your customers’ feedback on a regular basis.