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Have you ever wondered how important customer service is to the quick-service restaurant (QSR) industry? The short answer is that it's very important. So what can you do to improve customer service in your QSR?
We’ve shortlisted some statistics and tips for QSRs on how you can achieve top-tier customer service and benefit from it. These include how to increase customer satisfaction in various areas alongside best practices from some of the leading QSRs regarding customer service.
The importance of customer service and satisfaction
In a recent analysis, it was found that 81% of customers will return if they have a positive experience at your business. At QSRs, good customer service contributes to positive experiences, more positive reviews, and better revenue. However, customer satisfaction has been dropping across America by 1.3% compared to 2018.
With customers having higher expectations when it comes to customer service, these results should not come as a shock. But this also shows that it is an opportunity to build your QSR’s reputation when it comes to good customer service, which can be a key differentiating factor from your competitors.
Working on Customer Service
Now that you realize the importance of customer service, it is time to look into how you can incorporate it into your QSR. You can look at several areas, broadly categorized into the following buckets: employee training and culture, digitization, and customer experience.
Employee training and culture
Employee training
The root of customer service is your employees. It's crucial that they receive sufficient training for them to be aware of the standard expected by your QSR and how to deal with customers when the need arises.
Starbucks is an example of a QSR with well-recognized training, utilizing a 70/20/10 approach. 70% of their training involves learning on-the-job, 20% from supervisor feedback and mentorship, and 10% through online e-learning.
You can send handbooks, checklists, and training videos via mobile training via a text message link, allowing employees to access them anytime and anywhere. Hiring managers can review completion rates and send SMS reminders to guarantee completion.
Some topics that could potentially be covered in onboarding and training include greeting diners, how to deal with customers, familiarity with the menu, proper etiquette when it comes to service, and service procedures such as bringing the check and how to use the POS system.
Employees at QSRs should also be tested on this information after their onboarding to allow them to apply what they’ve learned from the onboarding materials in a real-life context. Conduct occasional tests and checks, such as engaging a ‘mystery shopper,’ to ensure that service is consistent across the board, even in different outlets.
Having a holistic culture
You must create a holistic culture within your QSR. Enjoying what they do and having a positive work environment contribute to employee satisfaction, which is then manifested in how they treat your customers. Consider having employee recognition programs to reward good customer service and contributions or bonding days to allow employees to foster closer relationships with their teams.
Creating a safe environment will also allow employees to be vocal about their thoughts and provide feedback that can help improve the service levels at your QSR.
McDonald’s achieves this by providing flexible work schedules to their quick-service restaurant employees, alongside performance-based remuneration, to encourage staff to meet their financial goals. Not only do these serve as an incentive for employees to give their all at work, but they are also likely to stay in the organization for longer.
Digitization
Based on a survey conducted by Panasonic, 71% of respondents stated that digital transformation is far more important than any other factor, for business agility. Covid-19 has definitely spurred digitization in the QSR industry, but how does digitization play a role in customer service?
As people are increasingly busy, many prioritize speed and efficiency of service. This is where online reservations, mobile orders, and contactless ordering come in. Customers are able to place their orders and immediately pick them up with little to no waiting time because they’re alerted only when the food is ready. Queue numbers and buzzers will also solve the issue of long wait times, which could contribute to a positive experience as customers a rough idea of when they can expect their food.
On a similar note, MOOYAH implemented a refreshed kitchen display system to facilitate communications between the cashier and the kitchen. This allowed those at the register to focus on keying in the right order. Fewer slip-ups mean greater customer satisfaction.
Additionally, QR code and digital menus are a Covid-19 friendly option, as they are easily accessible and unlike physical menus, do not pass through many hands in the span of a day. Often overlooked, the regular maintenance of machines and tech products is also crucial - ensure that everything is in working order to reduce instances of sudden breakdowns.
Prioritizing the Customer Experience
When everything else mentioned in front has been taken care of, it brings us to the final (and most important segment) of customer service. By prioritizing the customer experience, customers leave happy. Think of ways to surprise them and evoking a positive experience.
This doesn’t necessarily have to be complicated, simple gestures like providing activities for kids, wifi access or even having a TV in the waiting area keeps them busy during the wait time. When customers are preoccupied, they are less likely to be in a hurry to receive their order.
Chick-fil-A is an excellent example of a QSR with a great customer experience, as fans are happy with their customer service, polite employees, and cleanliness. Their staff is trained to manage customers, to create a warm and inviting environment, even offering free food to create the best experience.
Personally, one of my best QSR encounters was also in their store, where a staff at the register initiated a conversation about photography when he saw the camera hung around my neck. Although it was a simple gesture, his friendly demeanor made it feel like I wasn’t just at a regular fast-food restaurant, and it was a pleasant and memorable experience.
Customer Complaints and Encouraging Feedback
Employees should be trained to deal with complaints by responding immediately and offering additional discounts or freebies when necessary to do damage control.
Comment cards are also effective for obtaining feedback and are a good opportunity to figure out how to improve on your QSR’s customer service standards. Consider encouraging customers to leave reviews or social media posts about their experience, which can help in raising awareness of the customer service in your QSR.
Customer Relationship Management (CRM)
Top it all off with an all-around Customer Relationship Management system, by providing personalized services through loyalty programs. This will allow you to obtain insights into each customer’s preferences and purchasing behavior. Your employees can then make relevant recommendations to increase customer satisfaction, and create a personalized customer experience as a part of customer service.
Tiered membership and reward programs will also encourage revisits, alongside EDMs to inform customers of new promotions or menu items. By incorporating these in your QSR, customers are likely to be loyal to your brand as they feel valued, thus increasing customer satisfaction.
Summing Up
The above tips should give your QSR a head-start in improving your customer service and create a memorable experience for all customers. While it may not seem complicated, it is necessary that you ensure the standards are consistent across all franchises for customers to associate it with your brand name.
Want to know how you can secure skilled employees and onboard them to meet the standards of your QSR? Schedule a chat with us, we’re more than happy to provide customized insights and share more.
