What are your customers saying?
With our newest “Pubbie Hubbie”, Amanda, on board we now have a whole other level of operator experience to share with you all. Here is her latest blog on customer feedback.
What is the main thing that I focus on when supporting operators when launching a refurbished or new business? Well, that’s simple… the customer.
Any operator from fast food to Michelin awarded restaurants know that the customer knows best and it is always important to listen to their feedback. I have put together a summary of various ways of collecting customer insight of which we at the Hub can offer as a service.
As our philosophy states, “seeing our clients benefit from our knowledge, expertise, creative insight and network of connections is what makes us tick”.
If you want our support with any of this, you know where we are!
MYSTERY DINING (Hospitality Gem):
The mystery dining program consists of volunteers offering their time to complete detailed reports on their experiences of assigned hotels, pubs and restaurants. The reports are composed and paid for by the operators who then use the information gathered to improve standards and reward their well performing staff members.
So what are the benefits?
The reports are as detailed as you require.
Feedback captured enables your teams to drive positive engagement.
All data is provided through easy to navigate insights and dashboards
NET PROMOTER SCORE (Hospitality Gem):
Uses the basis that every customer can be put into one of three categories to gauge loyalty:
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customer who can damage your brand and impede growth through negative word-of-mouth.
Customers answer bespoke survey questions after their dining experience. They would have not been briefed before hand and would rarely have taken part in an NPS survey before.
ONLINE / MOBILE / TABLET (Feed It Back):
Feed It Back is a unique feedback management system that combines EPOS transaction data with the feedback process in real-time. Aimed specifically at the hospitality industry, guests receive a personalised survey which is fun and engaging, and is based on what the guest ate, where they sat, how much they spent, who served them among other factors.
During the short process, guests rate key areas of the visit. They can upload their own photo (think selfies, #foodporn or a mouldy showerhead!) as well as provide essential comments based on how they felt the visit was. It also invites guests to choose a staff member to applaud through a fun staff photo selector. Comments and photo uploads are encouraged to be shared on Social media channels (although levels for this are determined by the business).Another unique point is the ability to ask questions to help pinpoint where in the guest experience you failed to meet guests’ expectations e.g. the steak was overcooked. And because the system is linked directly to EPOS data, you can confidently reward star performing team members, whilst understanding the context of the feedback leading to a better insight into how to improve your operation. Try it online.
Do you already have an impressive customer database? If so, why not use this for feedback. Some tips on communication:
-What, Why and When? What is your goal? Why are you creating this survey and what would you like to accomplish? When are you going to communicate the survey? Keep all of this in mind.
- Keep it short and sweet: Fill in our 300 page survey will rarely get the results you require. Keep the survey as short as possible, always thinking of your customer when writing the questions. Simple questions will get answered more than complex questions.
- Yes, No, Maybe: Use closed ended questions. These are less time consuming for your customer and also easier to analyse.
- Bribery does work: offer a realistic incentive “complete our survey for a free starter on your next visit” will work better than “complete our survey for a chance to win a trip to the moon”.
- Nosey neighbours: What have your competitors asked in their surveys? You don’t need to be different, just to the point so this research will help.
- Testing, testing, 1.2.3: Test your survey before sending it out – once it’s gone, it’s impossible to get back and change.