Many restaurants are overwhelmed by the impact of online reviews. As of last year, nearly 200 million reviews have been posted to Yelp, and 45% of consumers say they’re likely to read a business’ reviews there before visiting. Meanwhile, nearly two-thirds (64%) of people now Google a business before visiting—and a whopping 94% say a negative review has caused them to avoid a business altogether.
Restaurants are losing some guests before they even walk in the door. So how can they gather the valuable guest feedback they need to attract new diners, satisfy regulars, and turn those negative reviews around?
It’s not through guest satisfaction survey questions on a receipt, or a comment card box. Restaurants need to take a proactive approach to guest surveys by meeting diners when and where they’re ready to give feedback and allowing them to only answer questions relevant to their experience.
With these goals in mind, InMoment gathered the three most important steps restaurants can take to achieve better guest feedback in our new eBook, “How Restaurant Brands Can Get Better Guest Feedback.” Here’s a short preview of what you’ll find inside.
Thanks to digitization, consumers have many opportunities to provide feedback on everything from restaurants to rental cars. But they’re not always in the mood to share—and pop-up ads and marketing emails can lead to survey fatigue. More than 70% of consumers say that surveys interfere with a website’s experience and nearly 80% abandon a survey before they’re done, according to the National Research Center.
Restaurant guests are becoming increasingly diverse—and increasingly segmented—so it’s no surprise that restaurants are struggling to ask relevant survey questions and form authentic relationships. Dine-in guests don’t want to answer questions about the delivery experience, and younger guests probably aren’t interested in providing feedback on a kids’ menu—and will be annoyed by such surveys.
But thanks to modern data analysis tools, segmenting guests into surveyable groups has never been easier. And by engaging an expert CX partner, restaurants can gain important insight on how to use these tools to optimize guest satisfaction survey questions, audience, and design to sidestep diners’ survey fatigue.
Now a restaurant knows who they want to reach with a feedback survey, it’s time to superpower how they’ll reach them. This means maximizing not only the ways to gain feedback, but every guest touchpoint along the way, from online interactions to tableside service with a smile. Each of these touchpoints must meet—or exceed—guests’ expectations to lead to positive feedback and suggestions.
Guests aren’t the only parties who should be providing feedback. A majority of employees, from hosts to managers, encounter both positive and negative guest conversations every day. Restaurants can go beyond traditional voice of the guest survey campaigns to gather the employees’ side of the story. With multiple perspectives, you’ll gain a more complete, realistic picture of areas of success and potential improvement.
Modern diner data, segmented by categories including what a guest purchased, their geographic location and demographics, also helps feedback surveys to be as personalized as the guest service. Personalizing surveys can give a restaurant the triple-threat effect of increasing participation, easing analysis, and making guests feel special—an all-around win for both restaurants and their diners.
But no matter the guest demographic, surveys can be a great opportunity to get creative. A good design indicates professionalism, helps move users through the survey efficiently, and just plain makes people happy. Likewise, engaging with guests via interactive methods like voice, video, and image will lead to more meaningful guest feedback and more detailed stories. Restaurants who show guests they care about the survey experience can expect to be rewarded with valuable information.
Smart restaurateurs know that while the guest may not always be 100% right, their feedback is 100% important to long-term success. These tips and more from our latest eBook, “How Restaurant Brands Can Get Better Guest Feedback,” helps restaurants gather that feedback in an efficient, meaningful way that drives lasting improvement.