Preparing a customer experience feedback form and survey for your restaurant guests is a tricky affair. On the one hand, you need to mindful in keeping the form short and relevant to not bore the guests and on the other you need to know about the customer and their experience at your restaurant to help you improve service and connect with your guests better.
This one is hard to crack, we know. And going wrong can really ruin your guest feedback response rate in the restaurant. Don’t fret. We’re here to throw in some suggestions that can help you build a good survey.
For starters, keep it small and relevant. You may be tempted to ask a lot of questions. But hold your horses. Your guests aren’t going to be as enthusiatic. A good and effective survey should have between 5 to 10 questions. Anything more can lead to lower survey completions.
We’ve listed 5 type of questions that you can ask your guests in a customer experience survey after they’ve dined with you at your restaurant.
Capture customer details will ensure that you can stay in touch with them even once they’ve left your business, by way of keeping them updated with latest additions to your menu, and reminding them about your promotional events and season discounts. Store their birthdays and anniversaries and sending them greetings on their special days. Nothing makes a person’s special day more than receiving an unexpected greeting, and doing so will enable you to create an indelible impression in their minds about your brand.
Customer Experience Rating
It is vital to garner your customer’s opinions about your service. After all, they’re paying for it, receiving it and are in the best position to comment upon it. No matter how convinced you may be about the superiority of your own service, it is ultimately the customer’s word that counts. Hence, asking your customers to rate the various aspects of your service is essential to your long-term planning and success. By collecting your customer’s opinion on various aspects of your service – including taste of food, quantity served, ambience, time taken to process request, politeness of servers, price for service rendered and the like, you can find out which areas of the business your customers are most happy with, and which areas you need to improve upon immediately.
If the feedback system comes with an interactive reporting suite, you can even examine the individual impact of each of the aspects in isolation to determine the return on investment on any one aspect, for example, the effect of investing on ambience by compensating the increased cost with higher prices. This can allow you to establish what your customers think about your service, in totality as well as when the various aspects are viewed in contrast to each other, thus enabling you to focus on areas that need your attention the most.
If there is one question that presents an aggregate view of your customers’ loyalty, it is the Net Promoter Score question. In just a simple statement “On a scale from 0 to 10, how likely are you to recommend us among your family and friends?”, you can determine if your customers are impressed enough with your service to put their reputation on the line by recommending your brand and acting as your brand ambassadors/ evangelists without any cost to you!
By tracking the trend of NPS over time, you can also see for yourself the growth and maturity of your company in the market. Typically, as your company grows, the NPS © should increase, while a decreasing trend of NPS © would signal a problem.
Customer Effort Questions
The answer to this question can help you determine your reach into your market. Questions like “how did you hear about us” or “how accessible is our restaurant” can help you know your most reliable advertising agents and how difficult it is for your customers to reach your place. This can further enable you to plan accordingly and make changes in your advertising mix, such as pamphlets, newspapers, or maybe putting up a big hoarding overlooking the road.
By keeping a few of these things in mind, you may be well on your way to creating an extensive feedback survey for your business and getting the most from your customers.
Customer Comments & Views
Always wrap up your survey with a question that allows the customer to share his comments and views about the experience at your restaurant. While too many open-ended questions can be exhausting for the guest filling the feedback form, a question summarizing their experience can be very helpful in analyzing what’s going on in your customers mind. It also helps in more qualitative review of your restaurant’s performance.