April 29
You may be getting rave reviews from restaurant critics but that doesn’t give you a complete picture of what your customers think about your food, service, and ambiance. That’s why it’s important to incorporate customer satisfaction cards into your regular restaurant service. While customer comment cards won’t give you all the information that you need about the problems that your food establishment may face, it will give you some valuable feedback.
Why Use Customer Comment Cards?
You may think that asking for input from your customers is like asking for trouble, but the reality is that there may be issues in your business that you’re not even aware of. The service might be slow at certain times of the day, the food might be lukewarm, or the bathrooms may be out of soap. Most customers are reluctant to speak up if they have a complaint; sometimes it’s a small thing that doesn’t warrant mentioning or they might be too shy to say anything. The beauty of comment cards is that it gives your customers the option of letting their issues be known anonymously if that’s their wish. They are giving you information that can be used to solve issues and make your restaurant run more smoothly.
Customer Comment Card Placement
If you want your restaurant clientele to fill out your cards they must be placed in an area that is eye-catching and easy to grab. There are many options for comment cards to be displayed in your business. Consider the most highly trafficked areas of the business such as at the cash register, waiting area, restrooms, and exits. Make sure that they are prominently displayed and that they are stocked regularly. Another option is to include them on the table or to give each diner a customer service comment card with their bill so that they are sure to get one. Some restaurants are even opting for a digital option that can be emailed upon the request of their customers, which is a great marketing technique.
Questions to Ask on Your Comment Cards
The questions that you ask your diners should be carefully planned before printing your comment cards. First, consider your demographic. Who are you serving and what are their habits? Will they take the time to fill out a customer satisfaction card if it’s too long? The standard comment card in the restaurant industry asks customers to respond to the following topics:
- Food Quality
- Service
- Cleanliness
- Atmosphere
- Comparison to similar establishments
- Overall satisfaction
Comment cards typically have a rating system using either numbers or words such as excellent, average, or poor. Some restaurants like to use fun icons such as smiley faces or images relevant to their restaurant branding. They can be as entertaining or straightforward as you want them to be if you are getting the information that you are looking for.
Other customer comment cards ask specific questions that offer a yes or no option such as:
- Did we exceed your expectations?
- Was our wait staff courteous?
- Will you visit us again?
While these are closed-ended questions, there should be a comment section for your customer to give feedback, whether it is positive or negative. If a diner is unhappy with one or more aspects of your restaurant knowing why turns the problem into an opportunity.
Other Considerations For Your Comment Cards
Once you’ve decided what kind of questions to ask your customers there are other options to place on your survey cards. It’s important to print your restaurant name, location, telephone number, and hours on the card in case your diners decide to take it with them. They may take it home to fill out and return it on a future visit. Some restaurants attach coupons for a discount or free item to be used at the customer’s next meal ̶ this is a great way to get those comment cards filled out and get your customer to come back again. The customer satisfaction comment cards can also be used as a marketing tool to get email addresses to use for future campaigns and to keep in touch with your customers.
Responding To Customer Comment Cards
You will need to come up with a policy for responding to customer comment cards. Your management staff should read them daily and resolve issues in a timely manner. If there are complaints that are indicative of a widespread problem, the restaurant manager will need to work with the owner and leads to draft a long-term solution. Responding to customer complaints individually is good business practice and may be the deciding factor in whether that customer does business with you again. A carefully worded email response or a personal phone call is normally appreciated by your diner. It gives them a chance to discuss their complaint with you and it gives you the opportunity to fix it.
Summary
No matter what format you decide to use for your comment cards they are an essential item for every eating and drinking establishment. Remember, this is your chance to get feedback from your customers that can be used to increase your business in the long run. Giving your diners the option to speak up whether it’s positive or negative feedback will make them feel valued by your restaurant and more likely to be a repeat customer.
