Have you ever considered the cost of a bad customer experience? Studies show that even a single negative customer experience may have a long-term impact on your business.
Here are some facts: 86% of customers in the US leave a store due to bad customer experiences. 51% of these clients try reaching customer service once. If they cannot reach the service, they give up. At the end, a business hears from only 4% of unhappy customers; the vast majority don’t even try communicating. It shouldn’t be a surprise that the number of stories about positive customer experiences is only half of negative ones.
Continuing with the US data, 8 customers out of 10 are actually willing to pay more for better customer experience. Yet, while 80% of businesses believe that they provide good customer experience, only 8% of clients think that they experience high-quality service at the same businesses. So, it’s not enough for you to think your customers are having a good time, you actually have to know. To win back customers, you need to reach them fast using the newest technology.
With digital surveys that delivers the voice of your customers regularly, you will measure the quality of your service better and more importantly you will be able to convert a negative customer experience into a positive one.
Here’s the story of Eataly, an important client of Pisano and a restaurant/market chain showing a good example of this process in 3 different ways.
1. Encourage Your Customer to Share Insights
A diner comes to Eataly to celebrate her son’s 18th birthday together with her guests. However, her group cannot sit at the table they want because Eataly wasn’t notified of this situation beforehand and the table wasn’t booked. So, the customers sit down at a table they don’t actually want. Then the customer uses the Pisano QR code provided at their table to tell the restaurant management about this situation and that this is a special day for her son. As soon as it’s cleared, management transfers the group to a better table with a nicer view and to top it off, the birthday cake is served with extra treats and balloons.
While the customer was afraid that her son would have a bad birthday experience, Eataly created a special moment for his birthday instead.
2. Offer Alternatives
A customer comes to Eataly for dinner. He orders spicy mayonnaise, but Eataly has just ran out. So, the client directly reaches out to the management using the Pisano QR code at his table. This feedback is delivered to the kitchen and the chefs immediately prepare their own homemade spicy mayonnaise. This homemade spicy mayonnaise is then brought to the table with a special presentation. The customer is both surprised and happy.
3. Save the Day with Punctual Actions
People love Eataly’s Italian tastes. And accordingly, a customer comes in to order a risotto, but his order is a flavor which is not on the menu. The customer makes a request for adding this new risotto taste to the original Eataly menu. This feedback is immediately delivered to the management. After a couple of minutes, the risotto requested by the customer is cooked and served.
This entire process spelled out an amazing experience for the customer.
Miscommunication between customers and workers is a common problem in business. However, a company can improve its communication skills with new technologies, such as real-time digital survey. In this case, Eataly proved how a smart restaurant management team takes care of their customer problems via Pisano QR codes.
Eataly team observed what customers think about their brand through these customer experiences. They didn’t work with perceptions; they gained real customer insights and created strong action plans.
We are happy to work with Eataly team who puts such a big emphasis on their clients and look forward to share more success stories like theirs.
