• April 24, 2013

Maritz Research Announces Capella Restaurant

Maritz Research yesterday launched Capella Restaurant, a mobile customer surveying tool designed specifically for restaurants of all types and sizes.

Capella Restaurant helps restaurant operators ask customers the right questions to get to the root of any problems with their service or experience. The system is designed to deliver surveys that make it convenient and fun for customers to provide feedback, while encouraging more detailed information to be shared so restaurant managers can make specific improvements.

Capella Restaurant also analyzes the sentiment of customers' comments, flags critical issues, and provides benchmarks against key competitors. It incorporates the following:

  • Mobile surveys designed for customers on the go;
  • Hot alerts to respond and address customer complaints;
  • The ability to set goals and benchmark against competitors; and
  • An effective and straight-forward action planning tool for front-line managers.

"When it comes to securing customer feedback, some companies simply check the box with basic customer satisfaction surveys, but if they're not doing anything with the information, it's pointless," said Michael Allenson, senior strategic consulting director of the Restaurant Research Group at Maritz Research, in a statement. "Capella Restaurant goes beyond the technology that collects feedback from customers. We're able to combine an improved technology with years of customer experience management consulting to help restaurants show their customers they're listening to compliments and concerns and actually doing something with them."

When customers choose to leave brief or vague feedback about their dining experience, Capella's SmartProbe technology follows up with an appropriate question and encourages the customer to share more details.

"We customize the follow-up question based on the customer's initial response, using a form of artificial intelligence to focus on the right keywords," Allenson said.

Capella Restaurant's dashboard compiles the analyzed feedback and shows trends over time. The customizable dashboard shows how customers in a certain store, state, or region feel about food quality, cleanliness, accuracy, and courtesy. These scores can also be compared to competitors through an existing Maritz Research tool, CEBenchmarks. Restaurant owners can then identify their key competitors, decide who to benchmark themselves against, and set service goals.

"It's critical to give customers the opportunity to tell you about their experience—the good and the bad," Allenson said. "You need the right systems and tools in place to see issues that pop up so they can be immediately addressed, ultimately leading to more loyal customers and more engaged and proactive managers."

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