Alonso Castañeda, VP of brand development and strategy for the Savory Restaurant Fund, shared how the portfolio of brands is harnessing social listening and reputation management tools to stay on top of customer feedback and resolve issues during a panel talk at the #ElevateICX virtual symposium presented by the ICX Association.
Developing a robust loyal customer base and being responsive, as well as receptive, to customer complaints are key for any restaurant’s success as bad reviews, spread fast and furious along social media channels, can hurt today’s business as well as tomorrow’s.
That’s why brands are increasingly adopting tools and technologies to keep better track of customer complaints and be receptive to feedback, whether it’s good or bad.
For brands under the Savoy Restaurant Fund it’s an operations strategy that flows from the top to the bottom of the organization and within each restaurant brand. Its restaurants are using social listening and reputation management tools, and consistently training brand operators and staff on why customer feedback and reviews are not to be ignored but rather embraced.
“There are so many ways the customer is reaching out to us. Right now when a customer complains on a social listing, sends an email, to them it’s like back in the day when they were complaining to the manager and they expect a response and if we don’t [respond] it makes them more upset and makes them feel like restaurants don’t care,” said Alonso Castañeda, VP of…