Order-at-the-table-apps should generate more engagement, not less.
Tim Martin wrote an article about how apps are reducing customer engagement.
But I actually see them as a fantastic opportunity to do the absolute opposite.
I’m sorry, but how is having a stressed or disengaged server pressing buttons on a handheld device at your table any better than you inputting your own order into an app?
No – apps are a great opportunity to save money on labour while allowing businesses to employ and support people who are genuinely interested in people, and who have the emotional sophistication to engage with customers and have appropriate conversations.
‘What are you up to today?’
‘How is your food?’
‘How did you find the app?’
‘Nice shoes!’
‘Terrible weather today, isn’t it?’
‘Are you having dessert?’
‘Another drink?’
Whatever it is – actual human interaction matters.
And if you can’t find those people, spend the money you have saved through your app to mentor, educate, encourage and develop the people who could become them.
And no – I don’t mean through another app.
I mean in person, on the ground, using actual spoken words, gestures and smiles.
Need help? get in touch.
Janet.
And finally – Sally says, Mystery Shopper Insights
Most Silent Customers miss points on this grading.
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For more useful tips from Sally, click here.
I hope this has been useful insight,
Janet, Sally and The Silent Customer Team
