Use online guest feedback to motivate, engage employees

Guest experience is well recognized in the industry as the primary driver of loyalty. The Zagat 2012 America’s Top Restaurants Survey found that service – at which consumers are still looking more critically than anything else in a restaurant – continues to be the main complaint of a 66 percent of diners. Further, a recent poll by Loyalty 360, The Loyalty Marketer’s Association, found that 78 percent of customers believe that having a great customer experience creates longstanding, loyal relationships.

When restaurants deliver a distinctive, brand-defining experience, their guests will come back, increase their spending, and more than ever before — through social media — recommend. In other words, restaurants would be wise to heed Walt Disney’s advice: "Do what you do so well they want to come back and bring their friends."

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