HOW 9.5 SECONDS CAN INCREASE THE ODDS OF YOUR CUSTOMER COMING BACK
I was meeting with a restaurant management group who understood the economic benefits derived from real time customer feedback but thought asking their customers to take a survey would be cumbersome and time-consuming.
So I asked each of them to take a 13hats survey which, on average, took 9.5 seconds to answer five questions and enter their email address.
Now 9.5 seconds doesn't sound like a long time; yet a lot can be accomplished according to a Google search:
- 3 Productivity Shortcuts You Can Do In 10 Seconds Or Less
- 12 Ways to Improve Your Productivity in 5 Seconds Flat
- 10 Things Your LinkedIn Profile Should Reveal in 10 Seconds
But what can you really learn from a survey that takes less than 10 seconds to complete? A lot. Here are some of the best lessons learned:
- How customers heard about them
Surprise: 43% of their business was coming from the local hotels and only 9% from their expensive TV and radio ads.
- Where customers came from
39% came from travelers on the adjacent highway, prompting them to enlarge their signage.
- How customers rated the cleanliness of the restrooms
Not as well as expected (#1 online complaint)
- What customers wanted to see on the menu
34% of their customers wanted healthier menu options, 28% requested more gluten-free choices and 19% wanted a more extensive kid’s menu.
- What percentage of customers planned to return
74% of their customers were Promoters (happy), 19% were either Passives or First Timers and 9% were Detractors (unhappy)
Can a survey taken in 9.5 seconds make a difference to a restaurant’s bottom line?
Yes. On average, our customers capture over 10x the number of customer profiles they received before bringing on 13hats and get a measurable boost in customers returning within one week of receiving one of our automated messages and coupons.
According to Thanx, the likelihood of a customer returning within two months increases by 22% if the customer receives a merchant response and a reward.
A 22% increase driven by 9.5 second survey, automated message and a reward.
You do the math and then contact us to see what 13hats can do for your business.
Warning: It may take longer than 9.5 seconds