New mobile survey solution to help restaurants 'quickly address customer complaints'

April 30, 2013

Maritz Research has launched a customer survey system designed for the food service industry. The solution, Capella Restaurant, is the newest addition to the company's end-to-end customer experience management system that captures the voice of the customer and acts on it, said Michael Allenson, senior strategic consulting director of the Restaurant Research Group at Maritz Research.

"When it comes to securing customer feedback, some companies simply 'check the box' with basic customer satisfaction surveys, but if they're not doing anything with the information — it's pointless," he said. "Capella Restaurant goes beyond the technology that collects feedback from customers. We're able to combine an improved technology with years of customer experience management consulting to help restaurants show their customers they're listening to compliments and concerns, and actually doing something with them."

Capella Restaurant helps restaurant operators ask customers the right questions to get to the root of any problems with their service or experience, Allenson said. The system goes beyond basic data collection; it is designed to deliver surveys that make it convenient and fun for customers to provide feedback, while encouraging more detailed information to be shared so restaurant managers can make specific improvements.

The solution, which can support QSR, fast casual and casual dining brands, also analyzes the sentiment of customers' comments, flags critical issues and provides benchmarks against key competitors. The system makes it easy for managers to see what's going on in their restaurant and take action, Allenson said. Specifically, it provides:

  • Accessible and easy mobile surveys designed for customers on the go;
  • "Hot alerts" to quickly respond and address customer complaints;
  • The ability to set goals and benchmark against competitors; and
  • An effective and straightforward action planning tool for front-line managers.

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Topics: Equipment & Supplies , Marketing / Branding / Promotion , Online / Mobile / Social , Systems / Technology

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