Customer touchpoints are the points of contact between your brand and your customers during their buying process.
This includes everything from when they first discover your restaurant to when they return. Controlling your touchpoints effectively will not only help you reach new potential diners, but it will also help you improve customer experience and re-engage existing customers to drive repeat visits.
Because of the interconnected structure of modern life, digital touchpoints are highly significant. People who have a good or unpleasant dinner are more inclined to talk about it and start a conversation about your business. Being in charge of this discussion and controlling it through your touchpoints can make a huge difference in your total customer happiness.
We'll look at some of the more typical touchpoints that restaurants should be aware of but often neglect in this article.
Your website is your online storefront, and it's likely that it'll be someone's first impression of your company. As a result, it's critical to generate a positive first impression with a modern, up-to-date website where customers can access your menu and learn more about what sets your company apart.
We are becoming more reliant on social media platforms. In fact, according to a 2019 survey, consumers spend an average of 144 minutes every day on social media. You may engage with current and potential consumers by having an active social media presence.
Customers like to check out review sites before patronizing a new restaurant for the first time to acquire trust in the restaurant's quality. Review sites such as Tripadvisor and Yelp, on the other hand, are important touchpoints for restaurants to monitor and govern.
Before they eat, 77% of guests go over the restaurant menu. If you want to convert any of those 77 percent into paying customers, you'll need an easy-to-read, up-to-date menu that accurately represents what your restaurant is all about.
Advertising allows you to create a brand image and reach out to new potential clients. Your marketing budget doesn't have to be big with Google Ads and Facebook Ads, and they may be very targeted for a high conversion rate.
Controlling or being a part of anything like this is challenging. However, word of mouth is a powerful tool for cultivating a loyal consumer base. Incentivizing word of mouth is one method eateries can maintain some control over it. This could be done, for example, by a loyalty program or a reward scheme.
So, what are the customer touch points during purchase? Here are some crucial aspects to remember.
There are several significant advantages to having your own restaurant mobile app. Improving the convenience of ordering during the purchasing process is one of these significant benefits. Users can just open the app, pay, and have their order delivered in a matter of seconds.
When it comes to managing your online touchpoints, you need to make sure that if a consumer orders takeaway, everything goes smoothly. This entails the use of branded recyclable containers, prompt delivery, and clear information. A 'track my order' option, for example, is a feature that many restaurants now have to complement their delivery services that allows customers to get real-time information on their food's arrival time.
Promotions and loyalty programs are excellent strategies to cultivate a loyal consumer base that will return frequently. For example, if you run a takeaway business, include a couple of coupons with each order to encourage customers to download your app. This will encourage a return visit and allow you to maintain control over follow-up messages.
When customers visit your website to place an order, you'll need a user-friendly online ordering system. Customers are likely to go elsewhere and never return if something is extremely complicated and does not allow for flexibility.
Customers should be able to tailor their order to their tastes just like they would if they were dining in, and your online ordering system should make it simple. You should have fantastic photography alongside your menu items, and customers should be able to tailor their order to their tastes just like they would if they were dining in.