Achieving a high level of customer engagement has long been a goal of success-minded foodservice operators. However, increased competition in all sub-segments of the restaurant business makes attaining such a goal more imperative than ever. To do this, you will need a comprehensive customer engagement plan. Let’s discuss three strategies for improving that plan and strengthening patrons’ “ties” with your establishment(s).
Customer Engagement Plan Improvement #1: Provide customers with mobile ordering capabilities.
The easier it is for consumers to order from or at any given restaurant, the more likely they will be to return again and again and to fully engage with the brand. That’s why mobile ordering capabilities should be part of your customer engagement plan.
The easiest way to enable mobile ordering entails integrating a mobile ordering platform that operates on the web, Apple iOS or both with your restaurant POS software. Mobile orders placed from smartphones or other devices (like tablets) can then be automatically transmitted to your POS software and on to your kitchen display system. Customers may choose to have their orders delivered, or to pick them up.
If your restaurant offers table service, you may also want to consider offering a tablet-based mobile ordering option as part of your improved customer engagement plan. In addition to upping the customer engagement ante by increasing speed of service, tablet-based mobile ordering technology pushes the envelope by opening another channel of communication with patrons. Promotional messages and offers that forge an additional connection with customers can be displayed on the devices when they are not in use for ordering purposes.
Customer Engagement Plan Improvement #2: Bust lines with self-service kiosks.
Self-service kiosks, through which customers can place their own orders, work extremely well in both quick-service and fast- casual style restaurants. Admittedly, using a self-service kiosk may eliminate any contact between a given customer and an employee. However, the technology remains an important element of a strategic customer engagement plan. Why? Browsing different food and beverage options and viewing corresponding images on a self-service kiosk means customers are indeed “interacting” with an operation’s menu and overall branding. This is a critical component of customer engagement.
Self-service kiosks also contribute to customer engagement by reducing service bottlenecks and allowing patrons to “skip the line,” speeding up order placement and delivery, as well as bolstering order accuracy because customers aren’t relying on someone else to understand their requests. Patrons are generally much more satisfied with their experience—and inclined to engage with a dining establishment and its brand—if they are able to receive the correct order at the fastest possible pace.
Customer Engagement Plan Improvement #3: Engage and reward regulars with customer loyalty programs.
Customer loyalty initiatives are hot stuff: According to a recent study by Colloquy, the average U.S. household holds membership in 22 loyalty programs, and customers’ inclination to engage with businesses—restaurants among them—increases when they are rewarded for their patronage.
A good customer engagement plan calls for a loyalty program that extends beyond digital coupons and the passive use of membership cards. Customers want the option to sign up for accounts that allow them to accumulate points and loyalty rewards that are automatically sent to their smartphones or email addresses. They also want to receive rewards through social media and restaurants’ websites. The more varied opportunities consumers are given to harness a customer loyalty program, the higher their degree of engagement.
Clearly, top-notch food and customer service play a significant role in sharpening restaurants’ competitive edge. However, a well-honed customer engagement plan is the icing on the cake.
