What is the best way to gather useful feedback in the QSR industry?
As you may already know - it is the voice of the customer (VoC) research program. The entire F&B industry and all your QSR competitors are currently using it to segregate their customers and find the best possible way to deal with customer demands and customer needs. This is the ideal way to achieve customer success, customer retention and accumulate apt customer feedback in this constantly changing and ever-evolving QSR industry. But, why should you adhere to a VOC customer feedback research program?
That is simply because the VoC program is the most competitive method for an F&B company to gather, analyze, and act upon the plethora of customer feedback that VoC can get. And obviously, utilize it to administer a customer-centric approach in fast food chains. A successfully administered voice of the customer program helps you place your customers’ needs on a pedestal and work accordingly to better your products and services. Given the need to work on your brand, product, customer service and ultimately customer experience and customer experience management VoC is the one-way trick to help your brand grow even when the competitors seem unbeatable!
QSR companies in the QSR industry usually go for a one-way approach to VoC feedback by targeting specific crowds only with one specific type of survey like the net promoter score (NPS) or the customer satisfaction survey (CSAT). Whereas the Voice of Customer feedback looks at all your customers with different age groups, buying processes and more specifications while also looking at their customer experience lifecycle as a whole. All of the QSR touchpoints are discussed and categorised based on the feedback and can be worked upon adequately!
As a leading QSR brand or a brand that wants to beat their QSR competitors in the QSR industry you would want to ultimately look at the revenue growth in a QSR. Ample feedback collection from the right customer at the right time during the QSR customer journey through the right channel should be your path of choice to achieve your ROI. This will help you improve your customer experience and make meaningful changes. In fact, a leading QSR calculated the ROI of their customer experience and found that a considerable increase in their customer experience could lead them to an industry average of $775 million dollars in terms of revenue growth over 3 years. This kind of critical information can truly make or break your QSR brand!
That is why we have come up with 7 tips that can help you administer an effective and frequent VoC program which ensures you can get actionable feedback to improve your customer experience and customer experience management. Read further for a better understanding.
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Ensuring your VoC program is set up for success
Before you start a VoC research survey you need to make sure you are clear on the objective and are setting up for success. Since a good VoC program includes customer feedback collection and apt analysis, that will eventually result in a list of actionable, insights which will be implemented across all siloes in your QSR brand and fast food chain - the organisation should be able to constantly monitor the customer experience metrics. Setting up an objective that can actually help you reach your goal as opposed to scratching the surface is essential.
How can you do this? The answer is to find the best practices in the VoC research of QSR industry. Standardized voice of the customer platforms that have proven CX survey templates, which can help you manage and analyze all your incoming feedback in real-time is a great way to start.
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Using the right survey for each goal: relationship and transactional surveys
In the voice of customer feedback surveys there are two main categories; the relationship survey and the transactional survey. On one hand, the relationship survey measures how your customers feel about you overall in terms of QSR brand experience, and on the other hand, the transactional surveys accumulate feedback based on specific interactions. Net promoter score (NPS) surveys are used as relationship surveys, and customer satisfaction (CSAT) surveys or customer effort score (CES) surveys are used as transactional surveys. Your best bet is to use relationship surveys to find out your overall QSR brand experience from the customer’s perspective and use transactional surveys to look at problems like delays, complaints and the like whenever they seem to pop up too often.
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Considering every team and stakeholder at each stage
Your customer experience lifecycle is what will help you understand and register all of your customer touchpoints individually, and then identify different setups in a coordinated manner. You can customize your CX survey type, the distribution channel, and the survey timing based on a specific touchpoint through customer satisfaction survey softwares. The right CX platform integrations can assist these surveys to directly reach your respective teams who can respond to them and then follow up with customers in real-time.
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Collecting feedback based on customer segregation
More times than expected QSR companies only take one-way surveys which means they only involve the customisable B2C surveys and ignore the customisable B2B surveys. This can lead to a downfall if you are not inspecting the root cause of the issues. Making sure you survey all stakeholders is essential for your growth.
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Employees feedback surveys in QSR
Another major discrepancy is not involving your QSR employee feedback in the survey. Since your employees are at the forefront, it only makes sense to get to know dircectly from them where the hold-up is and if there is anything that you can do to solve that issue. This will also increase your employee retention in the QSR industry because you showcase that you care about your employees and their needs while also effectively solving their problems
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Cataloging customer interaction channels
Segregating where your customers are interacting with you and managing those channels for a feedback survey is also inevitable when you are doing a VoC survey. Whether it is an e-commerce platform or cash counters make sure you are not missing out on any customer or QSR channels!
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Building a reporting and customer follow-up strategy into your plan
After you set up a goal, find a customizable survey and administer it you are ready to take actions. Make sure all stakeholders and teams are equally involved in the process wherever required to take steps onto improving the line-up, procedures and processes. When you work as an organization that is looking at the greater good you are more likely to achieve the best possible outcome as opposed to the tier one working on issues excluding the rest of the stakeholders.
These 7 pointers will help your QSR brand reach optimal results in administering your voice of customer feedback. Our tailor-made voice of customer surveys can help you reach the customer retention, customer success and customer demands like none other. Moreover, our real-time voice of customer reporting platform is your path to mastering customer experience management in the customer experience of QSR industries!
Our CX solutions are focused on transforming the total customer experience through surveys, metrics, analytics and auditing by using the CXM framework to combine physical measurements with digital Platformation™ capabilities. We are committed to finding the right customer experience strategy that can lead to a competitive advantage.
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