NT OF CUSTOMER SATISFACTION.
not tampered with en route made me feel good.” Even something as small as extra sauce packets can go a long way with customers. “I was pleased to see my order came with six extra packets of sauce, four napkins, and two straws,” a customer wrote. There is room for restaurants to do more of this: Just under 23% of orders featured a personal touch such as extra sauce or a note on the bag. Of course, freebies like those can add up at a time when restaurants are watching their bottom lines closely. “But those little extras absolutely are recognized by customers,” Beckett said. Overall, customer satisfaction was 4 points higher when their order was personalized compared to when it was not. The Intouch Insight study was conducted from April to June between 5 a.m. and 11 p.m. Shoppers were spread equally across the U.S. They were not allowed to use a paid account to get discounts or preferred delivery. Intouch Insight will present results from the full study at this year’s FSTEC restaurant technology conference, which will be held Sept. 14-16 in Orlando. Check out the study here.
points, to 89%. The good news is, there are some important elements of delivery service that restaurants can control, and they would do best to focus on those, said Sarah Beckett, VP of sales and marketing at Intouch Insight. “They are fully in control of what is in that bag,” she said, “not necessarily how it arrives.” While delivery customers are laser- focused on speed, they also care about whether they get what they ordered. Overall satisfaction was 45 points higher when orders were accurate compared to when they weren’t, Intouch Insight found. So restaurants
that hone in on accuracy may be able to soften some of the blow of a late-arriving order. Overall, 89% of orders were accurate in the study, indicating that operators are doing a good job, but could do even better. Last year’s figure was 90%. Operators can also improve the customer experience by doing the little things. This can be as simple as honoring special requests, like light ice or chopsticks, or ensuring that packaging is properly secured. “The bag was neatly sealed with a sticker, and the straw was neatly inside,” one customer wrote. “Knowing that the food was
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