How do you create a customer service experience that blends digital and human aspects?

1 Use digital tools to streamline operations

Digital tools can help you optimize your F&B operations, such as inventory management, order taking, payment processing, and delivery tracking. By using digital tools, you can reduce human errors, save time and costs, and improve accuracy and speed. For example, you can use a mobile app or a QR code to let customers order and pay online, or use a cloud-based system to monitor your stock levels and replenishment needs. Digital tools can also help you collect and analyze customer data, such as preferences, feedback, and behavior, which can help you tailor your service and marketing strategies.

2 Train your staff to use digital tools effectively

While digital tools can enhance your F&B operations, they are not a substitute for your staff. Your staff still need to interact with customers, handle complaints, and provide recommendations. Therefore, you need to train your staff to use digital tools effectively, without compromising the human aspect of your service. For example, you can train your staff to use a tablet or a smartphone to check the status of orders, communicate with the kitchen, and update customers on their wait time. You can also train your staff to use digital tools to upsell or cross-sell products, such as suggesting a dessert or a drink based on the customer's order history.

3 Balance digital and human interactions

While some customers may prefer a digital interaction, such as ordering online or using a self-service kiosk, others may prefer a human interaction, such as talking to a waiter or a manager. Therefore, you need to balance digital and human interactions, depending on the customer's needs and preferences. For example, you can offer both digital and human options for ordering, paying, and giving feedback, and let the customer choose what they are comfortable with. You can also use digital tools to support human interactions, such as sending a personalized message or a coupon to the customer's phone after they leave your establishment.

4 Create a consistent and seamless experience

One of the challenges of blending digital and human aspects in your customer service is to create a consistent and seamless experience across different channels and touchpoints. You want to ensure that your customers receive the same level of quality, accuracy, and satisfaction, whether they interact with your website, app, kiosk, or staff. For example, you can use a centralized system to synchronize your menu, prices, promotions, and inventory across all channels, and update them in real time. You can also use a CRM system to store and access customer information, such as name, order history, preferences, and feedback, across all channels, and use it to personalize your service and communication.

5 Solicit and act on customer feedback

Customer feedback is essential for improving your customer service and measuring your performance. You can use digital tools to solicit and act on customer feedback, such as surveys, ratings, reviews, and social media. By using digital tools, you can reach more customers, collect more data, and analyze it faster and easier. However, you also need to use human aspects to respond to and act on customer feedback, such as thanking, apologizing, resolving, and following up. For example, you can use a chatbot or an email to send a survey to the customer after they visit your establishment, and use a human agent or a manager to contact the customer if they have a complaint or a suggestion.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?