Brakspear launches new customer feedback scheme
Feed It Back introduced across managed division
16 September 2015
Brakspear is introducing a new customer feedback and reward scheme across its five managed pubs in partnership with guest feedback specialists Feed It Back. The scheme will provide higher volumes of more detailed and timely customer feedback, linked to the pub's EPOS data.
Feedback is gathered from a brief, online survey, personalised to each guest's visit, and most customers will complete the questionnaire before they leave the pub, using a smart phone. They are able to identify their server from on-screen images of the staff team, and can choose to upload a photo of their meal or the pub, which can be shared on social media.
All guests who register and complete a survey can claim a free bottle of wine with their next meal at the pub. Staff are being tasked with encouraging customers to complete the survey, with details of the incentive also included on bills and on posters in pub toilets. Staff members whose photo is tapped the most for providing excellent service will go into a draw with manager-nominated employees from each site to win a monthly Customer Service Award and bottle of Champagne.
Linking the survey results to the pub's EPOS data in real time generates invaluable business insights at both individual site and group-wide level. It will be possible to identify whether low customer scores on a particular dish translate into low sales, for example, or how guests' location in the pub, or how busy it was during their visit, affects their feedback.
Brakspear chief executive Tom Davies said, "The quantity and quality of customer opinion we're able to harness through Feed It Back is impressive and, as it's delivered in real time, our pub teams will be able to use it to adapt their offer on a daily or even more frequent basis.
"We're confident that Feed It Back will make our guests feel valued, incentivise our team members to provide consistently great service, and help us to deliver an experience that encourages customers to return to our pubs."
Julia Platia, Head of Customer Success at Feed It Back said "We are delighted to be working with Brakspear's managed division to help them better understand their customers' needs and desires, giving the business the ability to fine tune their operation to meet their strategic objectives."
Feed It Back is live in all five Brakspear managed pubs: Bull on Bell Street, Henley; Porch House, Stow-on-the-Wold; Chequers, Marlow; Running Horses near Dorking and George Hotel, Shipston-on-Stour.