3 Ways to Leverage Customer Feedback

How to Let User-Generated Content Build Brand Equity

Like many other fast casual restaurants, you’ve asked your guests to share their experiences at your restaurant, encouraging them by offering discounts or freebies to reviewers and posters.

And they’ve listened! Guests have tagged and hashtagged photos on Instagram, left reviews on Yelp, Google, Foursquare, Facebook, and the list goes on. You’ve got reviews, a following, and a reservoir of user-generated content.

So how do you make the most of it?

How to Make Guest Feedback Work For You

Here are a few tips for leveraging customer feedback — the good, the bad and the ugly….

1. Respond publicly to everything, expanding the footprint of your distinctive brand & attentive customer service.

Responding to as many reviews and posts as you can shows that you’re engaged and actively listening. We live in a time where social media is woven into every moment of our lives, and consumers have come to expect a conversation with brands — a real back and forth. Not responding could rub a guest the wrong way.

Beyond that, actively engaging with guests online keeps your brand top of mind. With fierce competition in fast casual, it’s best not to pass up an opportunity to extend your brand’s reach or prove your customer service chops.

2. Re-post the good, and let your happy customers do your marketing for you.

Nearly 1/3 of online consumers trust strangers over brands (Forbes). Letting the authentic posts of your satisfied guests do most of the bragging for you is a win-win.

It is a best practice to ask permission first, but guests who share photos of your meals or restaurant usually would be happy to have you repost them. Consider pulling out quotes from reviews and superimposing them on your food photography, for example, as a way to combine the forces of user-generated content and good-looking marketing.

3. Keep track of negative feedback, and make changes if you start to see a pattern.

No longer do you necessarily have to hire a consultant or send out surveys to get feedback — real-time customer feedback is there for the taking. Of course, public review sites typically tend to attract those who feel strongly in one direction or the other, so it’s sometimes fair to respond and then put the complaint out of your head.

If a certain complaint seems to surface frequently, though, it’s best to consider addressing the issue head on. As frustrating as they can be, negative reviews can help you push your brand forward.

Show your support

Clapping shows how much you appreciated NEXTEP SYSTEMS’s story.