The Restaurant & Bar Tech Live logo

15 & 16 JUNE 2021


Does your customer journey win, or lose you business?

In this article we wanted to share some ideas about how you can positively influence each part of your customer’s journey, from initial decision making through to payment and collecting feedback, so that it helps you win more business.

The emotional connection starts before they order their takeaway or reserve their table.  Lots of questions go through their mind. Have I eaten with you before? Was the food as good as I hoped? How was the service? Was the delivery on time? Was the music too loud? The answers to these questions then guide the decision to go somewhere in particular or start the search for options.

This is when your channels of content and contact start to influence whether they trust you to give them what they want or go to a competitor. The big question is whether your content and contact channels increase the chances of securing that booking or order or whether they put barriers in the way and make it less likely. 

The ‘soundscape’ in any business influences the overall experience and if you use music then it becomes a significant factor. There is a theory that customers only notice bad music and we think there are 2 main elements to music,

1. Choosing the right songs for your customer base
2. Management of the music (playlists, hardware, volume etc) being low effort for you

Payment card industry regulations and guidance is something many restaurants and takeaways will be aware of, but it is not always easy to protect your customers card details and your organisation when taking card payments over the phone from fraud using current methods. One of the most effective ways to protect you both is to never see the card details and to never store them anywhere on your network. Our new ‘CTP easy pay’ solution does just this and as a result can also be used to collect payments in channels such as social media and SMS, helping you capture sales and increase revenue wherever your customers are. 

We often get asked if ‘everything is alright with your meal’ but does that direct question truly capture how customers feel about their experience? We suggest not. It will tell you about any immediate issues, but relationship level feedback is most honestly given when captured from a distance but as soon after the experience as possible. It is also important to be clear about what information is valuable to you and what question you need to ask to receive it.  

Rick Kirkham and the team at Customer Touch Point are looking forward to exhibiting and speaking at this year’s Expo. We’ll be sharing our unique approach to designing and delivering customer experiences that help you reduce costs and increase revenue. 

You can read more about our approach here and we’ll look forward to talking to you again and working with you to maximise every contact. 

Get in touch: Customer Touch Point
01244 747 333

Follow us: 
Twitter: @CustomerTP 
LinkedIn: /company/customer-touch-point