Creating a great customer experience in restaurants is a crucial differentiator, especially in an increasingly competitive industry and the post-pandemic context we are currently experiencing.
However, providing a positive experience is not an easy task. It involves a combination of human, business, administrative, operational, and technological factors that work together to understand customer needs and anticipate them to satisfy and exceed expectations.
To give you a broad overview of how to enhance the customer experience in your restaurant, we have compiled some of the most important points to consider in this article.
What is Customer Experience?
Customer experience, often referred to as CX, can be understood as the sum of interactions a consumer has with a brand throughout their buying journey. It results in an overall perception of the brand or business, whether positive or negative.
Customer experience in restaurants is shaped by every touchpoint that occurs between the business and its customers, as well as through various communication channels through which the restaurant is accessible to the customer.
Some common touchpoints in a restaurant include:
- 1. When the customer searches for and chooses the restaurant (e.g., via the internet or social media).
- 2. When the customer arrives at the restaurant and goes through the dining process.
- 3. When the customer leaves the restaurant and remembers the experience they had.
Why is Customer Experience Important in Restaurants?
In general terms, a good customer experience in restaurants is important because it directly impacts a company’s revenue. For instance, 84% of companies that focus on improving their customer experience strategy claim to have increased their revenues today.
The relevance of considering customer experience lies in the fact that it can define the success or failure of a restaurant. If the product or service provided does not meet customer expectations, they are likely to choose another restaurant for their next outing.
In such a vast industry as the restaurant business, ensuring a great experience for customers is one of the most significant competitive advantages. The better the experience, the higher the likelihood of promoting customer loyalty, increasing the average check, and attracting new customers.
Remember that the most effective marketing strategy is when customers promote your business, are loyal to your brand, and spread the word through word-of-mouth.
Tips to Improve the Customer Experience in Restaurants
While numerous factors contribute to the customer experience, one fundamental requirement is to have a customer-centric mindset. Here are some steps you can take:
1. Plan Customer Service
Customer service planning begins even before the actual service begins. During this phase, you should address organizational and role distribution criteria and everything related to menu knowledge and service offerings.
The primary goal of this planning is to avoid staff improvisation when customers arrive at the restaurant. Some aspects to consider include:
- Provide a warm welcome to avoid creating distrust due to waiting times.
- Address customer questions and provide relevant information when taking orders.
- Pay attention to customer needs.
- Convey a sense of quick service.
- Make the farewell memorable.
- Evaluate the customer experience, preferably through a satisfaction survey or a measurable tool.
2. Offer Unique Experiences
The restaurant industry is built around food and beverages, but it has the potential to enrich experiences when combined with a customer-centric approach based on an experiential economy.
For customers, dining at a restaurant is an opportunity to create memorable experiences. It’s a time to disconnect from work and spend quality time with friends, family, and loved ones. It’s also a chance to gain insights into different cultures or enjoy an entertaining evening.
To enhance the customer experience in restaurants, focus on creating unique experiences that impact all five senses. This includes aspects such as food presentation, plate and decor design, cooking precision, service at the right temperature, along with ambiance, waitstaff service, and countless other details that create a conducive environment that encourages customers to return.
3. Create a Customer Journey Map
A customer journey map is a diagram that illustrates the path through various touchpoints that a consumer moves through before and after purchasing a product or service. It allows you to gather data about what the customer needs for a satisfactory experience.
Implement tools to help you identify the good customer experience map in your restaurant. This will enable you to create a real inventory of touchpoints, define behavior stages, analyze motivating factors, and effectively leverage improvement opportunities.
4. Implement Omnichannel Service
Omnichannel customer service provides multiple connected service channels with the goal of ensuring a satisfactory customer experience.
The COVID-19 pandemic highlighted the need for omnichannel service in restaurants. After the pandemic, there was a significant decrease in dine-in service, while other channels, like online orders, saw up to a 300% increase.
To improve the customer experience in your restaurant, establish a presence on the customer’s most commonly used communication channels and facilitate interaction through these channels. This will allow customers to initiate contact through their preferred channel and conclude communication through the most convenient method.
5. Personalize the Customer Experience with Data
When it comes to creating customer-centric experiences, few strategies are as effective as using customer data to personalize and enhance services on a global scale. Many consumers favor data-driven personalization.
For instance, when ordering through a smartphone app, 36% of consumers expect to save their payment information in the app. In comparison, 39% expect their previous orders and favorite menu items to be saved.
Beyond offering convenience to customers, restaurants that provide these features can utilize customer data to personalize the customer experience.
However, it’s not just about having the data; it’s about interpreting it and extracting insights. To truly understand the customer and offer a captivating personalized experience, restaurants must be able to comprehend the data.
6. Anticipate Customer Needs
Leading brands in the restaurant and hospitality industry are embracing what is often referred to as the “Amazon Model”. It involves knowing what a customer wants and when they want it without the customer having to think about it.
This model is highly personalized, focused on the customer’s experience, and is shaping customer buying habits. While it may seem like a trend, it is now the backbone of customer service and is becoming the customer’s expectation.
What does this entail? It means being able to remember the customer and their preferences and anticipating their changing needs. To improve the customer experience in restaurants, be aware that information is valuable. Conduct research to gain a comprehensive understanding of customer expectations for your restaurant.
Once you have the answers, you can develop strategies to enhance the less satisfactory aspects, ultimately elevating the overall customer experience.
Feel free to explore our Hacker’s Guide to Customer Experience, which provides essential ingredients to establish a solid foundation for your customer experience strategy, along with invaluable tips and best practices.
Choose to enhance the customer experience in your restaurants!
Take the initiative to enhance the customer experience in your restaurant now that you have learned some of the most critical recommendations. Suppose you’d like to have the best tools for successful implementation. In that case, we invite you to explore QuestionPro’s Customer Experience Software, which specializes in identifying opportunities to help you improve every touchpoint between your customers and your brand, ensuring an incredible experience.
