Zainab Hussain, an e-commerce strategist specializing in customer engagement and operations management, is known for her innovative strategies in improving customer experience. In this engaging interview, she shares valuable insights on designing and implementing successful customer insights programs.
Can you explain the main lessons you’ve learned in designing a customer insights program over your career?
Designing a customer insights program has taught me that it’s not a one-time project but an ongoing commitment. You need to constantly refresh and engage stakeholders throughout the organization. This involves regular communication and ensuring that the gathered data is accessible and actionable for all team members. It’s about creating a culture where feedback is valued and utilized to drive continuous improvement.
You mentioned the importance of regular nurturing for customer experience initiatives. How do you keep stakeholders engaged throughout the entire organization?
Keeping stakeholders engaged involves fostering a collaborative environment where feedback is continuously shared and acted upon. Regular meetings, transparent communication, and demonstrating how their input leads to tangible improvements are crucial. Showcasing success stories and positive outcomes driven by their feedback can also help maintain high levels of engagement.
How does Applebee’s integrate feedback from franchisees and managers into their customer listening strategy?
Applebee’s has established a cross-functional committee that includes franchisees, managers, and corporate team members. This ensures diverse perspectives are considered in decision-making processes. They treat feedback from these stakeholders as a gift, emphasizing its importance in refining their customer listening strategy continuously.
Can you describe the role of the cross-functional committee in shaping your customer insights program?
The cross-functional committee plays a pivotal role by bringing together insights from various departments, including operations, analytics, and key franchisees. This collaborative approach ensures that the program is well-rounded and addresses the needs and concerns of all relevant parties, making the program more effective and comprehensive.
How do you address the potential loss of knowledge due to staff turnover within your customer insights program?
To mitigate the impact of staff turnover, Applebee’s engages its learning and development team throughout the process. They ensure that new employees can quickly access and understand the data collected. This involves creating comprehensive training materials and having a structured onboarding process that includes an overview of the customer insights program.
What approach does Applebee’s take to ensure that both corporate and franchisees receive relevant feedback from the customer questionnaires?
Applebee’s designs their customer feedback questionnaires to be relevant to both corporate needs and the needs of franchisees. They incorporate best practices while also tailoring questions to capture specific insights that each group finds valuable. This approach ensures that the feedback collected is actionable for all stakeholders.
How have you gained buy-in from franchisees to ensure the collected data is utilized effectively?
Gaining buy-in from franchisees involves demonstrating the value of the data collected. Applebee’s ensures that the data is presented in a way that addresses specific operational and business needs of the franchisees. Additionally, involving franchisees in the questionnaire development process helps to ensure that the data collected is relevant and useful, fostering a higher level of engagement.
Can you elaborate on the importance of dashboards in disseminating customer feedback data at Applebee’s?
Dashboards are crucial for visualizing and disseminating customer feedback data in an easily understandable format. They help managers and associates quickly identify trends, pinpoint areas for improvement, and make data-driven decisions. This real-time access to information ensures that feedback is acted on promptly and effectively.
What type of information is included in the dashboards, and how do managers and associates use this data?
The dashboards at Applebee’s include information from customer questionnaires, Google reviews, customer service calls, and other sources. Managers and associates use this data to monitor performance, identify areas needing attention, and implement improvements. It’s a comprehensive tool for continuous refinement of the customer experience.
How does constant refinement play a role in Applebee’s dashboard development?
Constant refinement ensures that the dashboards remain relevant and aligned with current business needs. Applebee’s makes regular updates based on user feedback and evolving requirements. This iterative process helps them stay responsive to changes and continuously improve the usefulness of the dashboards.
How does Applebee’s enable franchisees to make relevant comparisons using the data collected?
Applebee’s allows franchisees to compare their data with various benchmarks, such as other locations in their region, their franchise group, or Applebee’s as a whole. This helps franchisees contextualize their performance, identify relative strengths and weaknesses, and make informed decisions to enhance their operations.
Why does Applebee’s divide data from in-restaurant and delivery orders into separate categories?
Dividing data into separate categories for in-restaurant and delivery orders is crucial because each involves different customer experiences. By examining them separately, Applebee’s can better understand the unique aspects and challenges of each service type, leading to more targeted improvements and enhanced customer satisfaction.
How does Applebee’s incentivize customers to complete feedback surveys?
Applebee’s uses financial incentives, such as a $10 discount on a purchase of $40 or more, to encourage survey completion. This strategy not only motivates customers to provide feedback but also drives additional visits, benefiting the business through increased customer engagement and revenue.
What financial incentive did Applebee’s find most effective for encouraging survey completion?
Applebee’s found that offering a $10 discount on a purchase of $40 or more was the most effective financial incentive. This offer balances a compelling reward with business needs, leading to higher survey completion rates and additional visits within a specified timeframe, which is a win-win situation for both the company and the customers.
How does allowing customers to complete surveys at their tables contribute to the convenience of the feedback process?
Allowing customers to complete surveys at their tables using built-in tablets enhances convenience by making the process quick and seamless. This immediacy increases the likelihood of customers providing feedback while their dining experience is still fresh, resulting in more accurate and timely insights.
Can you explain the process of closing the loop with dissatisfied customers at Applebee’s?
Applebee’s closes the loop with dissatisfied customers by ensuring that any low ratings receive prompt attention within 72 hours. Customers can choose how they want to be contacted, and the issue is addressed with urgency and care. This personalized follow-up helps resolve problems and demonstrates the company’s commitment to customer satisfaction.
What steps does Applebee’s take to ensure customer issues are resolved promptly?
Applebee’s has a structured process that mandates addressing any customer dissatisfaction within 72 hours. The response is tailored to the customer’s preferred communication method, ensuring they feel heard and valued. This proactive approach not only resolves issues swiftly but also rebuilds trust and fosters loyalty.
How does the quick resolution of customer issues impact overall customer satisfaction and loyalty?
Quick resolution of customer issues significantly boosts overall satisfaction and loyalty. It shows that the company values customer feedback and is dedicated to providing excellent service. When issues are handled promptly and effectively, customers are more likely to return and recommend the restaurant to others.
What are some challenges unique to the restaurant industry that impact customer satisfaction, and how does Applebee’s address these challenges?
Challenges in the restaurant industry include fluctuating customer expectations, varying staff performance, and external factors like supply chain issues. Applebee’s addresses these by maintaining open communication with customers and staff, using data-driven insights to improve service and operations, and being adaptable to change.
Do you have any advice for our readers?
In the realm of customer experience, never underestimate the power of listening and adapting. Create mechanisms to gather continuous feedback, involve your stakeholders, and most importantly, act on the insights you collect. Constantly evolve to meet the dynamic needs of your customers and maintain a competitive edge.
