Customers, if anything, are an untrustworthy narrator of what you and your crew have accomplished on any given night. It's wise to take what they say with as much salt as you can get at any supermarket.
Despite this, as a business owner or manager, you can't live without them. If you want to keep your consumers pleased – a condition that exists independently of any right/wrong logic — you have to listen to what they have to say.
You'll also have to put some of their advice into practice. Customers, flaws and all, not only pay the bills, but they're also the best source of input on what it's like to walk into your restaurant and attempt to have a good time. When a customer is dissatisfied, their default action is to permanently unfollow you. Understanding their mental process is a combination of science, art, and survival strategy. When they do speak, you want to be able to hear them clearly.
So, how do you acquire this information? If you own a four-table trattoria in Tuscany, all you have to do to get feedback is walk up to them and ask. If you run any other size business, you'll have to work a little harder.
Even devoted consumers are unlikely to give you their whole opinion if they are busy, ambivalent, or humiliated by a terrible experience. But don't give up. Interesting observations can be found beneath the surface. It is then up to you to decide whether to incorporate it into your business operations or simply say "thanks for sharing." The honest truth here is that you cannot make everyone happy – but your job is to bring them back and to have their friends come with them.
Here’s how to weed through the comments, reviews, and even old-school comment cards to get the most out of your customer feedback and grow your customer base.
How to get your customers to talk to you?
If they physically come into your restaurant, this is the easy part. Start by making sure someone greets them and greets them well. This simple move can have huge benefits.
In classroom studies, it has been discovered that when a teacher greets pupils, their behavior, academic achievement, and sense of community trust all improve.
If you see a returning customer? "Hey, great to see you again," you can say. "How was your last visit?" Their mood will improve, and they will most likely have a nicer evening. You've already won, and you've started a conversation.
Other clients are likely to be using third-party apps such as UberEats and DoorDash, to name a few. This enables guests to leave multi-paragraph explanations of their three-star night in style.
And, lest we forget the old-school dining set, leave comment cards in the dining room and on the bill. Ideally, you should get any complaints before the general public or even your team; a dedicated email address on the receipt for such feedback isn't a bad idea.
Whatever approach you use, the more alternatives you have for requesting feedback, the more likely you are to receive it. In reality, the greatest risk nowadays is missing a vital message. "Wouldntyaknowit" - there's an app for that available now! Software platforms such as Neighborhood Networks, Birdeye, Reputation.com and Podium can help you track your restaurant across various review sites.
A dedicated social media person or public relations pro can also help monitor and respond to customer feedback. In any case, you should make sure customer feedback has clear pathways to a manager or director of operations for the very best customer-retaining response possible.
Keep your channels open, so you can find patterns
Thereafter - create a record of all comments and complaints:
Perhaps this particular consumer is mistaken … but perhaps not. All in - you'll get a better picture if you keep track of the regularity with which people express specific issues they are experiencing. One complaint about slow service isn't enough to justify adding another server to your evening shift, but five in a week might be. Ensure that your managers are empowered and at ease enough to deal with customers directly and substantively. Customers will believe that what they say is important, and your staff will have the opportunity to put out flames when they are still only little sparks.
If an issue is recurring at your restaurant, or if a single night has gone off the rails, it's time to play detective. A client complaint is only one data point, but it may possibly point you in the right direction.
- Are your front and back of house operations working smoothly?
- Were there any problems with the POS system or equipment?
- Do you have a sufficient number of employees, and are they well-trained?
The customer may not always be correct, but they may alert you to anything unusual or things that are out of sync with normally great service.
Draw the line at Terrible Customer Behavior
When a customer behaves like a true jerk, take the side of your employees. If someone is yelling, "I'm never coming here again," who actually wants them back?
In these moments, your crew is keeping a careful eye on everything. They'll remember your poise under pressure, but more importantly, they'll remember your backbone and support for them.
Whilst you’ll always be interested in what your customers have to say and welcome their feedback, they are not permitted to verbally berate staff. You can’t tolerate behavior like this. If it is especially something that has got out of control lately, it requires appropriate action and response and everyone should expect to be treated how they treat others: with courtesy and respect.
If the complaints keep coming in, especially during certain shifts, you may need to step up your sleuthing ability. Take note of not only what people are complaining about, but also when they are complaining. If identical complaints continue to occur when the same people are working, it may indicate a problem you need to address with them directly. Acquiring proper evidence is imperative before jumping to judgment day, obvious to say, right?.
Pivoting around every single piece of feedback is impossible and merely adds to workplace tensions. You'll have an intuitive feel of what's urgent, what can wait, and what you can gracefully ignore if you maintain a consistent baseline of interaction between you, your staff, your customers, and your different digital feedback channels.
You have to respond somehow.
Whether the input is intelligent or irrational, your first move should always be a genuine thank you for bringing a matter to your attention and providing your management team the opportunity to fix it. So many times, a simple gesture will go a long way toward mending any broken feelings. It also shifts the tone of a conversation, which can help you assess what, if anything, you need to address with your team members.
A good open conversation can also serve as low-key restaurant promotional marketing process! Engaging with complaints on a public platform demonstrates to future customers that you care, even if someone has a less-than-ideal experience. An irate customer may even surprise you with a clever solution every now and again. They aren't always correct, but if the choice is between your consumers and a broken clock, go with the customers.
Takeaway Note
Despite the challenges of obtaining comprehensive feedback, it is worth the effort to listen to your customers, as they are the ones who support your establishment and have valuable insights into what it takes to create a satisfying dining experience. By carefully considering their feedback and making necessary adjustments, you can not only retain loyal customers but also attract new ones through positive word-of-mouth.
Remember, your goal is not to please everyone, but rather to create an environment that keeps customers coming back and encourages them to bring their friends along