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1、How Food Services Brands Can Evolve Guest Experience ProgramsF RO M O P E R ATI O N S,TO O P TI M I Z ATI O N,TO A N I N N OVATI V E A N D VA LU E-D R I V E N A P P ROAC HThe Evolution of Guest Experience in Food ServiceThe evolution of guest experience and the food services industry have always bee

2、n in lock step.In fact,some experts believe that the need for restaurants to gather guest feedback pushed the larger customer experience(CX)industry to where it is today.However,in todays experience economy,a traditional guest experience program is no longer enough.Understanding and remedying cleanl

3、iness,service,and speed are still critical,but also mere table stakes in comparison to the truly innovative and memorable experience your guests are expecting.The issues todays food service providers face are more complex than ever,including:How do I attract the new wave of Millennials and Gen Zers

4、to choose my restaurant over others?What new items should I incorporate into my menu?“The premise of restaurant marketing is to connect with customers.However,the communication that restaurants initiate and respond to are often opportunistic,one-directional,and fail to drive value.”STEVE CARLIN,EXPE

5、RT INSIGHTS How do I protect my brand when using a third-party delivery service like UberEats or DoorDash?How do I improve efficiency to manage rising labor costs?These are all examples of the ever-evolving nature of the food service industry and,more importantly,the challenges a comprehensive guest

6、 experience program can help solve.Future-Proofing Your Guest Experience Program In the past,guest experience has been primarily used as a tool to detect and fix problems such as cleanliness,issues with staff,or food quality.This operational approach creates a consistent experience,but consistency d

7、oes not always equal loyalty.To create that loyalty,brands must move beyond the traditional approach to guest experience and focus on creating loyal relationships that drive business value.The key here is to perfect operational excellence,optimize to enable deeper insight,and then invest in innovati

8、ons that drive growth.Organizations that recognize the need to compete within this new environment experience lower customer churn,an increase in loyalty,and ultimately outperform the competition.Weve broken down the process into three steps to get you there.Lets get started!Operational ExcellenceIm

9、provement at ScaleOptimizationDrive Deeper InsightsInnovationInvest for GrowthBUILDING YOUR GUEST EXPERIENCE PROGRAMStep#1:Create Operational ConsistencyOperations are a critical part of your organization.It is also where many food service providers begin their overall quest to improve the guest exp

10、erience and help answer questions like:How do I create a consistent experience between locations?How do I encourage and enforce positive behaviors in staff?How do I understand the overall experience guests are having with my brand?Taking an operational approach is exactly what it implies:it helps fo

11、od service providers understand where to make operational improvements that result in consistent experiences:clean bathrooms,tasty food,friendly service,and more.INTEGRATED STANDARD OPERATING PROCEDURES(SOPS):Your frontline employees have the greatest impact on your guests experience.Help them provi

12、de a consistent experience by choosing a voice of guest(VoG)provider that can PRO TIP:When implementing an operational approach,look for solutions that help provide actionable guidance for employees and program managers.incorporate your businesss SOPs to provide tailored insights and recommendations

13、.CUSTOMIZED ACTION PLANNING:Every location and employee in your organization is different.Encourage or train frontline employees on positive behaviors by creating public and private customized action plans by location or region.How a Fast-Casual Giant Empowered Area Supervisors with Tools to Remove

14、FrictionA fast-casual giant reknowned for their sandwiches,shakes,and more needed a way to effectively analyze data from two of its key technology partners to understand the interplay between brand standards and customer perception.It had no way to integrate operationally-driven data with guest expe

15、rience data,and then derive a solution set.InMoment developed a seamless process to integrate the brands Operations Review data with more than 50,000 pieces of customer feedback collected from phone,mobile,and web surveys each month in a granular,location-level report.By bringing audit and guest fee

16、dback data together,InMoments prescriptive analytics automatically generate two improvement priorities for each location.The integration model takes into consideration both guest experience and audit score,and creates priorities tied to the greatest return on investment.+33%+34%After implementing th

17、ese data-driven improvements using InMoment,the brand restaurants saw a significant increase in all key metrics in just eight months:+19%+22%+12%+22%+3%in OSATin Friendlinessin Speed of Servicein Product Qualityin“Make it Right”(if an order had a mistake,was it corrected?)in Cleanliness and Facility

18、in Order AccuracyStep#2:Optimize Individual ExperiencesOnce you have mastered the art of operational guest experience,its time to take the next step and tackle a more experiential approach.Operational approaches focus on creating a consistent experience for all your guests.An experiential approach f

19、ocuses on creating and optimizing a positive experience for each individual guest and answering questions such as:How do I understand the experience every individual guest has with my brand?How do I communicate with guests about their experience in a way that works for them?How do I turn negative gu

20、est experiences into positive ones?How do I incorporate employee feedback to improve the guest experience?PRO TIP:To truly optimize experiences,make sure youre using a solution that allows you to listen to customers and respond to their individual experiences.MULTIMEDIA FEEDBACK:Engaging your guests

21、 in a variety of fun and interactive waysthrough voice,video,and imageleads to more meaningful conversations and more detailed stories.This rich data then allows you to understand exactly what youre doing well and what needs improvement.CASE MANAGEMENT:Its easier to keep current guests than acquire

22、new ones.Get alerted about potential guest issues in real time and reduce individual guest churn.Also look for a solution that helps you understand larger trends,and quickly see root cause through the eyes of your employees.EMPLOYEE ENGAGEMENT AND VOICE OF EMPLOYEE:Engaged employees are more effecti

23、ve and,in turn,positively impact and provide a unique perspective on the guest experience.Choose a vendor who can seamlessly integrate employee data into the guest experience.How Pizza Hut Delivers Innovative Guest ExperienceWhen Pizza Hut decided to undergo its biggest brand overhaul in its 56-year

24、 history,it wanted to ensure it did not overlook the things its customers and employees love most about the brand.They knew they had to make their employees part of the process.By running text analytics on 40,000 responses using the InMoment platform,Pizza Hut found that its employees were the most

25、satisfied when the workplace felt like a“family atmosphere”where everyone works and solves problems together.“The InMoment-generated themes from the responses led us to identify Become Your Best,Make Friends,and Have Fun as three key things that will happen when working at the Hut,”says Kara Berry,D

26、irector of Global Communications&Engagement.“We validated those elements with additional surveys from various markets across the world where these same three themes rose to the top.”Pizza Hut used this knowledge to inform the internal rebrand:Life Unboxed.This global people platform provides its 300

27、,000 team members with programs,benefits,and other opportunities to grow inside and outside the workplace.Since the launch of Life Unboxed,Pizza Hut has decreased turnover,improved retention,and created more positive experiences for employees.Step#3:Innovate for Lasting RelationshipsWith the amount

28、of competition in todays food service market,creating loyalty with your guests is more important than everand the final step in completing your journey from an operational,to experiential,a truly innovative and relationship-based guest experience program.Ensuring brand loyalty requires creating a hi

29、gh-quality,consistent experience at every touchpoint to answers questions like:How can I engage the guest in a friendly,authentic way?How can I give the guest the ability to customize their experience to their specific needs?How can I demonstrate awareness of the guests situation and acknowledge the

30、ir needs?How can I create an experience for the guest that is perceived as a personalized experience?PRO TIP:When building an innovative,relationship-based guest experience program,look to integrate with loyalty and brand apps,meet guests on their terms,and understand the broader market landscape.Ho

31、w can I remember the guests preferences and anticipate their changing needs?How can I incorporate guests feedback into my business?Restaurants that differentiate themselves and create these high-quality consistent,experiences will separate themselves from their competitors.MULTI-TOUCHPOINT SUPPORT:Y

32、our guests perception of you is based on more interaction points than ever:your mobile app,in-store and online experience,advertising,social media,and more.Choose a vendor who can request feedback from guests at every touchpoint along the journey.DIGITAL INTEGRATION:Guests are more digital than ever

33、.Find creative ways to connect with them by integrating your feedback surveys into your app,kiosk,or loyalty program.BENCHMARKING:Guests have more choices than ever when it comes to dining options.Understand how you stack up by choosing a solution that allows you to capture unstructured data from re

34、view sites,social,and surveys to show you where you rank against your competitors.“Many restaurant loyalty programs are somewhat generic and uninteresting.They typically involve sending coupons or other offers designed to entice customers to visit the restaurant;yet,increasingly we are seeing restau

35、rants support loyalty programs that help give their customers a more personalized,memorable experience.”SCOTT ROSENBERGER,DELOITTE CONSULTING“InMoment is part of the conversation at every level of our organization From brand development to marketing to operations to restaurant valuation,we look at t

36、he score and we look at the comments,and we know what to do and where to focus our efforts.You cant put a price tag on that sort of business-steering intelligence.”MELLOW MUSHROOMInMoment:The Leader in Food ServiceAt InMoment,we have 19+years of experience guiding the best food service brands to exp

37、erience success.With our platform,we can take your guest experience program from operational,to experiential,to relationship and loyalty by:Resolving Complaints Quickly:Understand feedback,address root cause,and take the necessary actions to reduce guest churn,saving you both time and revenue.Interp

38、reting Your Data:Measure responses to new menu items with real-time insights that uncover patterns,trends,and abnormal spikes in comment topics.Coaching Employees:Give your frontline employees the feedback they need to deliver positive guest experiences and your managers the insights necessary to pr

39、ovide effective coaching every day.Predicting Behavior:Understand your guests and their habits today,so that you can gain a more accurate view of how they may behave in the future.Providing a Holistic View:Use data from audits to loyalty program information,even weather patterns,to get a holistic vi

40、ew of the guest experience and understand the trends that impact your business.About InMomentImproving experiences is why InMoment exists.Our mission is to help our clients improveexperiences at the intersection of valuewhere customer,employee,and business needs cometogether.The heart of what we do

41、is connect our clients with what matters most through a uniquecombination of data,technology,and human expertise.With our hyper-modern technologyplatform,decades of domain authority,and global teams of experts,we uniquely deliver a focus onExperience ImprovementTM(XI)to help our clients own the moments that matter.Take a momentand learn more at .Contact U1-800-530-4251Copyright 2021,InMoment,Inc|DM-01526-02