Great Customer Services Starts with a Great Website

Great customer service is something I think most restaurant owners/managers would agree is a top priority in their industry. Along with serving quality food, one could easily argue it is the most important factor with respect to earning repeat customers. What some don’t realize (or, just choose to ignore) is that good customer service doesn’t necessarily begin or end when a customer walks through your door. In many cases, it starts with a simple Google search. And when a customer visits your restaurant’s website, there are a few key questions that need to be answered fast, or else you may risk losing them forever.

Where are you located?

Many times a first-time customer just needs to find you. And if you don’t have the proper contact information for them to plug into their fancy Garmin or iPhone, then how will they ever get there? This one seems obvious, but you would be surprised.

Are you open?

Hours of Operation are also a must-have. No one likes to find out you’re closed through a sign on the door. Hungry people and surprises just don’t mix well.

What’s on the menu?

Chances are if a customer isn’t visiting your website for location or hours, they want to see your menu. After all, you don’t go on a blind date without checking out the person’s Facebook profile first, am I right? And for the same reason you don’t want to see a profile picture of them from 5 years ago, your customers don’t want to see what your restaurant had for the Chef’s Special back in February 2008. So keep your Facebook profile online menu up-to-date. In the end, everyone’s happier and you might just get a second date.

Does the food and atmosphere look appealing?

I can’t tell you how many times I’ve been to a restaurant website that has grainy, low-quality pictures of their menu items and restaurant. If you’re going to include pictures of food, they should be professional grade. (And no, Instagram does not make you a professional). This is your chance to make mouths water through the computer screen and if you get it right, it can help bring people in fast. If you get it wrong… well, at least you’ll be in good company.

Visual people, that one’s for you.

Can I buy a gift card without leaving my home?

Featuring e-commerce on your website is what I like to call a “win-win”. Having anonline store will not only keep your customers happy, it can create additional revenue streams for you to make more money. (For those readers who were asleep until now, welcome back). If your restaurant already sells gift cards in-house, you can and should also offer them on your website. Customers will appreciate the “instant gratification” factor, and you will appreciate the increase in your bottom line.

A Few Dont’s

1. Auto-play Music: If you’re wondering what the virtual equivalent of a clumsy waiter spilling your drink on you, it would undoubtedly be the music that un-welcomingly blasts through your speakers when you go to a restaurant’s website. Don’t get me wrong, I’m not saying I never get the urge to listen to the instrumental version of “Somewhere Over The Rainbow”, but it’s typically not while perusing online menus.
2. Underestimate Mobile-Optimized sites: In our mobile-based world, up to 50% of your customers are viewing your website on their smartphones. Having a website that doesn’t render well on mobile devices is another guaranteed way to frustrate customers.
3. Use Flash: For the same reason as above, it’s also a good idea to just say NO to Flash. It’s not universally compatible, it takes forever to load, and no one cares to see your restaurant’s logo surrounded by moving flames.

1. PDF your menu: Embed it. It’s more professional and saves your customer time.
2. Use Obscure Fonts: No one has time to decipher a size 10 Curlz MT menu. Stick to the basics.

To genuinely commit to good customer service in 2013 means using all available resources, virtual or otherwise, to put the customer first. The time is over for restaurants to consider their online presence of little worth. A well-thought-out website can be your most valuable customer service tool, constantly communicating to potential customers 24-hours a day/ 7-days a week why your restaurant is where they want to spend their Saturday night.

At the end of the day, your website is both an extension and reflection of your restaurant. If you’re not satisfied with what you see, it’s never too late to take action. For help on getting started, contact sales@instagift.com.