Customer Touch Points: Reviews, Sales and Service Guide
Where and how do we touch customers in business? 💡
A question I often hear from business owners is, “Where do we touch the customer to get a good review?” Many people think that a customer only interacts with a business once — for example, when they enter a store or restaurant. But in reality, there are many more touchpoints, and each of them can influence their opinion of your business.
Imagine that every step — from searching on maps to the last word when saying goodbye — can be an important moment in forming a positive or negative review. In this article, I will tell you in detail which moments in the process of interacting with a customer are critical for them to leave you a positive review. And what’s important is that these touchpoints occur at every step.
Today, we will talk not only about restaurants, but about all types of businesses where there are customers and touchpoints.
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Touch points before entering the restaurant 🖥️
1. Search on Google and Yandex maps 📍
👀 The first contact with the client happens before they even cross the threshold of your establishment. The correct design of the card on Yandex.Maps or Google My Business plays a key role in how clients find you. Place up-to-date photos, add accurate information about your business and don't forget about geolocation.
The first thing a client encounters is your business on Yandex.Maps or Google. Location, reviews, photos, and even location on the map determine how visible you will be to the client. If your business is placed correctly and 100% complete, this automatically increases the chances of receiving calls or visits. 👀
Example from practice: when my client, a restaurant owner, optimized his profile on maps and updated the photo of the hall, he noticed a 40% increase in requests for directions within a few days!
📢 Advertising in Yandex.Direct or Google Ads is an additional way to attract the attention of customers at the moment of their search. If you advertise your business in the right places and on the right platforms, the likelihood that you will be found increases significantly.
2. Visual information 📸
Not only food photos, but also images of your restaurant are crucial. Profiles with photos receive 42% more requests for directions and 35% more clicks to the site. When a customer chooses a restaurant, they evaluate not only the menu, but also the atmosphere of the place. Make your business stand out with high-quality photos of your interior, products, and team 💼. People trust visual information, and a good photo can attract the attention of potential customers.
3. Interaction via the website and social networks 📱
🖋️ When a customer visits your website or social media page, they pay attention to the little things: how conveniently the information is formatted, how easy it is to find the necessary data, whether there is interesting content, and they read reviews. Therefore, it is important that these platforms have up-to-date information, photos, and news. Social networks should be active, and the site should be convenient, with clear navigation and up-to-date information.
🔎 Example: on a restaurant's Instagram, you can see photos of dishes, reviews from satisfied customers, and information about new items on the menu, which encourages new customers to visit the establishment.
🌐 If the site is convenient and informative, the client will feel confident and continue searching for your products or services.
4. Reviews: not just numbers ⭐
💬Reviews are not just an indicator of reputation, they are an important element of decision making. Customers always read reviews before making a choice, and often negative ones. Replies to these comments are also extremely important, as they show your involvement and willingness to work on the service. It is important to be able to work with negativity. Do not neglect it! Respond politely and offer a solution. The right response to criticism can either strengthen trust or, conversely, destroy it. 🔄
📊 Statistics: 82% of buyers trust reviews from other customers and make purchasing decisions based on ratings and reviews.
📝 Example: "Thank you for your feedback. We apologize for the inconvenience and are working to improve the quality of service. We will definitely take your comments into account and do our best to make your next visit a pleasant one!"
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Touches when booking 📞
5. Booking 📅
This is the key moment when a customer takes the first step to visiting your establishment. The ease and convenience of booking can influence their desire to return. If everything on your website or app works smoothly and is intuitive, it will create a positive first impression. 🖱️
🔑 When a client contacts a manager by phone, this is an important moment for further decision on cooperation. The tone, friendliness and ability to solve the client's problem at this stage decide a lot.
6. Confirm your booking 📲
When a customer books a table, it is important to confirm their reservation so that they feel confident and at ease. This is also a touch point where you can add a personalized message or offer, which will be nice and will emphasize your care. 📩
7. Reservation reminder 📞
If your booking is a few days in advance, sending a reminder a day or two before your appointment is a great practice. It shows that you value your client's time and also helps reduce the chance of a no-show. 🕑
Contact upon arrival at the restaurant 🚪
The entrance is the first impression! No matter what your restaurant looks like, it is important that everything at the entrance is clean, beautiful and easily accessible. This could be the reception, the check-in desk or just the waiting area. 🚪 Make this touch pleasant, and the client will feel comfortable.
8. Polite greeting👋
Greeting with a smile and being friendly immediately creates an atmosphere. If the customer feels welcome, the likelihood that he will leave a positive review increases significantly. The staff should be polite and ready to answer all the customer's questions.
😃 Example: in a cafe, a customer was asked to choose a table, and then the waiter said with a smile: “We will be happy to serve you and give you maximum pleasure from your meal!”
9. The scent in the room 🌸
The smell that greets the client when they enter is very important. It could be the smell of freshly baked buns, coffee or flowers. This makes the atmosphere even more pleasant and helps the client feel comfortable. 🌹
10. Lighting and sound design 🎶
These aspects are of great importance. Too bright light or loud music can create discomfort. On the contrary, soft lighting and unobtrusive background create a more pleasant atmosphere for communication and relaxation.
Don't play loud music if you have a business lunch. If you want to create a relaxed atmosphere, choose light background music. The music should be appropriate to the situation.
11. Availability of a wardrobe and cleanliness of toilets 🚻
This applies to both restaurants and other businesses that have a guest area, and this is precisely the point that business owners sometimes miss. Convenient hangers and clean toilets are an indicator of the level of your service. Make sure that the restroom always has a supply of toilet paper and clean towels. People who notice it can leave a good review, and this is important for reputation.
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Interaction during service 🍽️
12. The appearance of the waiters👨🍳
Waiters are the key figures with whom the client interacts in the restaurant, the face of your establishment. It is important that they are attentive, unobtrusive and professional. A smile, knowledge of the menu and friendliness - all this increases the chance of a positive review. 💬
Don't forget about politeness and readiness to help the client at any time. Problems can always arise, and it is important to solve them quickly.😊
13. Interior and cleanliness 🧼
These are the basic things to pay attention to. Customers should feel comfortable and safe when they are in your establishment. A dirty table or a stale interior can leave a bad impression, despite the high quality of services.
Case study: The owner of one restaurant could not understand why her customers did not leave positive reviews, despite the high quality of the dishes. During the analysis, we realized that the customers lacked order and cleanliness in the interior. After this was corrected, reviews began to come in much more often, and the customer base expanded.
14. Table setting 🍽️
The aesthetics of dishes and table setting play a huge role in the client's perception of your establishment. Plates, cutlery, napkins - everything should be in its place. Proper table setting is not only functional, but also aesthetically pleasing. 🍴
Every little thing matters. Maintain a pleasant atmosphere with clean tables, quality dishes and attention to every detail. 🧽
15. Menu and printing 📜
The menu is another moment when you interact with the customer. The legibility and attractiveness of the menu is an important aspect that cannot be ignored. Using high-quality printing, language and menu design emphasizes the status of your establishment and creates a more pleasant impression.
The menu should not only be tasty, but also easy to perceive. Poor readability, lack of prices and information can spoil the impression of your business. Not all customers welcome QR codes on the menu!
16. Quality of service 🏅
🍝 The quality of the product or service provided is, of course, the most important touchpoint. Not only the taste of the food, but also its presentation matters. The customer should be comfortable and feel appreciated. When a waiter or consultant takes an order, he should repeat everything carefully to avoid misunderstandings.
Waiting time is also important ⏳
If a customer has waited a long time for an order, this can leave a negative impression. Pay attention to the speed of service.
🍽️ Clean cutlery, neatly served food, timely service - all this influences the customer's opinion of your establishment.
Touch points after eating 🍨
17. Request for additional order
When a customer finishes their main course, it is important to offer them dessert, coffee or additional dishes to extend their stay and increase the bill. 🍰
The question “What else can I get you?” always opens up the opportunity for additional sales. 🥂
18. Recommended dishes
When a waiter offers a customer something they didn't order, it can be a good opportunity to increase satisfaction. It also creates the impression that the waiter is attentive and cares about the customer. 🌟
Interaction with the client during payment 💳
19. A pleasant moment during calculation
The payment process should be fast and convenient. It is important that the client does not have to wait long or worry that their transaction does not go through. 💳
💵 When it comes time to pay, it is important that the client is satisfied. A good attitude, bonuses, attention to the client - this is what will ensure a positive review.
🎁 If you have a loyalty program or discounts, remind the client about it. This will help stimulate a repeat visit. 💸
20. Rating - ask for a review ✍️
Don’t forget about the touchpoint when the customer receives the receipt. Surveys and feedback requests are a key touchpoint that impacts your reputation and search engine visibility.
Ask the customer to share their impressions of what they liked to show that you care about their opinion. 💬
21. Customer engagement and feedback 🔄
Don't forget to collect feedback from the client. Ask questions, ask for their opinion, and actively respond to comments. When the client leaves a review, be sure to thank them, thereby showing that you value their opinion.
📊 Check customer satisfaction regularly. Use questionnaires, surveys or feedback to find out where your service can be improved.
22. A warm farewell 👋
Thanking for the visit and saying goodbye is another touch point that influences the customer’s decision to return. When the person leaves, wish them a pleasant day or evening, invite them to return, and thank them for visiting. Small gifts, such as chocolate or a leaflet, can add to the positive impression and strengthen the connection with them.
🙋♂️ "Thank you for choosing us! We look forward to seeing you again!" - this simple phrase enhances the positive impressions.
Post-visit touches 📲
23. Personal thanks
A simple SMS or email thanking you for your visit will strengthen customer loyalty. 📧
24. Repeated touches
📲 It is important to remind customers about your offers through various communication channels - be it email, SMS or messengers. A few days after the purchase or visit, the customer is sent a reminder about your offer.
🎯 Using promotions and discounts helps to attract the attention of new customers and retain old ones.
👗 Personalized offers to customers based on their needs, preferences or purchases increase loyalty and create a personalized experience.
25. Loyalty program 💳
🎉 Loyalty programs are an important touch that encourages customers to come back to you again. Offer bonuses and discounts for repeat visits, special offers to maintain relationships with customers.
🎁 Don't forget about offering gift certificates. This will not only increase your popularity, but also create additional contact with the client.
🧐 Divide customers into groups based on interests or preferences to offer them personalized offers.
📌 Remember! Every touchpoint with a customer, from the first search on maps to the last goodbye, matters. The more attention you pay to each of these stages, the higher the chance of a positive review and repeat visits. Work on each of them, and you can significantly increase the loyalty of your customers.
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Frequently asked questions
This is the moment of interaction with the customer, which can be both physical (for example, in a restaurant) and virtual (for example, on a website or in social networks). Each touch affects the customer's perception.
To do this, you need to consider such details as smell, light, music, design, and also do not forget about cleanliness and comfort.
It is important not to ignore them, but to respond to them professionally and politely. Explaining the situation or offering a solution can turn a dissatisfied customer into a loyal one.
Develop a loyalty program, provide bonuses and discounts for regular customers and always show attention to everyone.
By asking a customer to leave a review immediately after a visit, you show that their opinion is important to you. This strengthens their loyalty and helps improve your reputation.
Every detail, from the cleanliness of the restroom to the service and warm towels, can play a key role in the customer’s perception and their decision to return.
A loyalty program encourages customers to return to you. It makes them feel valued by your customer more tangible and encourages repeat visits.
Regularly updating visual content is a way to keep customers interested and show that your business is alive and active.
It’s not the quantity that matters, but the quality. If you think through each touch and make it enjoyable, the customer is more likely to leave a positive review.
Responding to reviews correctly is the key to success. Respond promptly to negative reviews, apologize for shortcomings and show a willingness to correct mistakes
Just remind them about the opportunity to leave a review and offer a link to your profile. It is important not to be intrusive, but persistent.
Update information, add photos, be active with reviews, and your business will be shown at the TOP of local searches.
Make the process as simple as possible: ask customers to leave a review on the platform they prefer, and add short instructions.
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