Listen to Customer Feedback, and Use It!
Capturing Feedback
One of the best ways of determining what information to display on your website is to listen to what your customers are asking for, both online and off. To do this, review any feedback cards, customer service calls, emails, surveys or other sources of customer insights you receive. If you monitor your website traffic with an analytics program such as Google Analytics, keep track of the most-viewed pages. These things reveal a lot about the types of information people are looking for. Finally, brainstorm with your staff for additional customer comments routinely heard in the front of the house.
Next, identify the top five concerns you hear over and over again from guests. For example, you may find that customers routinely encounter parking difficulties around your restaurant and often want to know if there is a nearby lot available. Understanding this ongoing concern, you may decide to update the map page on your website to include information about parking. In providing visitors with the information they need more quickly and easily, you have begun to adopt a customer-centric approach to website design. And, you’ll be far ahead of most restaurants online today.
