Over the last 20 years, restaurant brands have had basically five different options by which to generate customer feedback.
- Opt for legacy CXM (Customer Experience Management) platforms to garner simplistic guest feedback at scale.
- Use mystery shoppers in an effort to simulate the feedback your customers would provide.
- Check reviews from a variety of social channels like Yelp, Facebook, or Uber Eats.
- Embed basic contact forms on the brand’s website.
- Don’t do anything at all.
While there have been plenty of routes to go down, all the options above have fatal flaws.
- Traditional CXM platforms are reserved almost exclusively for enterprise-level brands and are ten years behind the times technologically. Additionally, their complicated reports often leave location-level teams struggling to implement real changes in their operations.
- Mystery shops charge hundreds for a single customer experience report, all while being unable to provide unbiased feedback in the first place.
- Social Media reviews – yes, the brutal rants included – provide little to no value to operations, as there’s not enough extractable information by which to improve. The feedback volume is also inconsistent at best.
- Lastly, embeddable website forms don’t typically generate much traffic, collect enough information, or scale well.
Ultimately, the common theme of old-school methodologies is that they don’t collect enough feedback data or they don’t collect the right feedback data. Most often, it’s a combination of both.
But, when these issues are accounted for, actionable feedback data blossoms.
And that’s where Tattle comes in.
In a nutshell, Tattle is a CXI (Customer Experience Improvement) platform built specifically for restaurant brands, providing operations with everything they need to ensure maximum guest satisfaction (i.e. data, objectives, automation, etc.).
Let’s jump into the three ways Tattle has changed the customer experience game.
1. Actionable, Real-Time Data
First and foremost, what sets apart Tattle’s feedback data as actionable?
Three things. Granularity, organization, and volume.
Granularity uncovers the specifics that customers don’t provide when they say in blanket-fashion that they dislike X menu item, Y location, or Z server
So, when it comes to menu items for example, Tattle’s causation-based surveys ask whether their dislike stems from things like texture, temperature, flavor, presentation, or other such factors.
Those are details that an operations team can use and act upon, leading to the next part – organization.
Once the 50+ operational data points are captured from each survey, they need to be presented in a way that’s simple, intuitive, and customizable. Tattle accomplishes this through its powerful dashboard, which allows users to view this information in any format, from quick overviews to in-depth heatmaps to downloadable reports.
Lastly, in order to achieve a level of actionability that is sustainable, there must be consistently-high feedback volume.
Because Tattle integrates with 25+ top POS, loyalty, kiosk, and ordering providers, this allows the proprietary survey to reach more customers, faster. Which means, of course, that you get more data, faster. In fact, across the 10,000 restaurant locations that use Tattle, the average increase in customer feedback is right around 2,000%.
That’s right, 20x.
All three ingredients – granularity, organization, and volume – are absolutely necessary to concoct a recipe of operational success.
There is no point in collecting data if you can’t improve because of it. This has been Tattle’s M.O. from day one, with the entire platform being built and optimized around this sentiment.
2. Objectives Powered By Machine Learning
Ok, so now you have a ton of fantastic data. What next?
Tattle Objectives – calculated based on our Opportunity Ranking algorithm.
Coined as the “Playbook for GMs” by several Tattle clients, these monthly goals are generated through a powerful machine learning algorithm, suggesting which operational category has the highest probability of improving customer satisfaction on a per-location basis.
The GM is able to rally his team around the objective and easily track – in real-time – whether the location will be able to accomplish their collective goal.
Through the Objectives feature, Blaze Pizza was able to drastically improve scores for “Order Accuracy” by working on the underlying factor of “Uneven Topping Distribution.” This initiative brought about a “double-triple check policy” that generated a measurable increase in satisfaction and revenue.
This is a superb way to bolster operational accountability, as DMs can keep track of GMs and GMs can keep track of their staff. At the same time, Objectives cultivate some friendly competition between locations, in which the true winner is the customer.
Everyone benefits from Tattle.
3. Competitive Benchmarking Report
Now, speaking of competition, how about the not-so-friendly kind – that is, other brands within your vertical.
Because Tattle has over 200 brand partners and over 1.1 billion operational data points, we know a lot about the performance of direct and indirect competitors. In an exclusive and anonymized benchmarking report, Tattle is able to give you a glimpse in how you stack up against the competition on a quarterly basis.
It is incredibly insightful and keeps the morale high when you’re leading the pack and keeps motivation strong when you rank anywhere else.
“Tattle’s Quarterly Benchmarking Presentations have enabled us to see the forest through the trees. We are overjoyed with the impact our internal focus has had on our external guest satisfaction as we aim to be the best burger option for our guests,” said Otto Othman, CEO of PINCHO.
For brands who aren’t Tattle customers, presentations of sample reports are provided so you can see what we measure, the brands we’d measure you against, and any other questions you might have about Tattle. (If you’re interested in that, you can click here.)
While being data-focused is a good thing, it only gets you so far in the customer feedback game.
At Tattle, we aim to transcend the data and rise into improvements – which is what executives, managers, and customers ultimately want when all is said and done.
If you’d like a tour of the Tattle platform or just want to talk about customer experience management, we’d love to chat. Click here to get started.