Touchpoints

A touchpoint is an interaction with a potential customer. It includes literal interactions with customers, such as speaking to them when they make a phone reservation or greeting them when they walk through the restaurant door. Touchpoints also include high tech interactions, such as automated reservation systems and web sites. Public relations and advertising such as print ads, flyers, t-shirts with logos, coupons and billboards are important touchpoints as well.

Everytime there is an opportunity to “touch” or interact with a customer is a valuable touch point. It’s your chance to win over a new customer, who will tell their friends and spread invaluable positive word of mouth.

The most successful restaurateurs analyze every possible touchpoint from delivery personnel and shopping bags to telephone answering systems and take out menus. They maximize positive communication and ask for consumer feedback at every possible opportunity. When they hear something negative, they correct it and don't ignore it.

The best restaurant owners will capitalize on often ignored touchpoints like valet parking attendants and bussers. Think about it, the valet parking attendant is the last person to see customer. He or she has the perfect opportunity to find out how the customer enjoyed their meal. If the customer had a positive experience, the attendant can reinforce it with excellent service (being very polite, not changing radio stations). If the customer had a bad experience, the attendant can find out what happened, get the customer's contact information, and make sure the customer is given a follow up call to turn bad word of mouth into good word of mouth. Just showing that every member of your restaurant team cares about your customer experience will be endearing to patrons.

This may seem a bit extreme, but it's a cheap way to keep customers happy. What could be more worthwhile in such a competitive industry?

Don’t Ignore These Touchpoints

1. Customer Interaction with Valet Parking Attendants
2. Customer Interaction with bus boys
3. Reservations
4. Greeting Guests
5. Wait Staff Interactions

Lessons Learned

Ignoring touchpoints ultimately prevents success. Caring about touchpoints provides valuable competitive advantage.