{"id":6419,"date":"2011-10-01T00:00:00","date_gmt":"2011-10-01T00:00:00","guid":{"rendered":"http:\/\/prodim2020.wpengine.com\/harnessing-the-power-of-the-wired-guest-through-customer-experience-management\/"},"modified":"2021-07-28T00:48:54","modified_gmt":"2021-07-28T00:48:54","slug":"harnessing-the-power-of-the-wired-guest-through-customer-experience-management","status":"publish","type":"post","link":"https:\/\/inmoment.com\/blog\/harnessing-the-power-of-the-wired-guest-through-customer-experience-management\/","title":{"rendered":"Harnessing the power of the wired guest through Customer Experience Management"},"content":{"rendered":"

Food services and social media are a natural fit. Going out to a restaurant or bar has always been a social activity, even if it\u2019s a quick lunch with co-workers. And diners have taken to social media enthusiastically, taking pictures of their meals before they dig in, racing to check each other into Facebook places, and competing for the position of Mayor of their favorite restaurants on Foursquare.\u00a0 Savvy restaurateurs have made social media part of their marketing plans as well, taking advantage of Facebook and Twitter to promote their brands and keep in touch with their customers.<\/p>\n

There is a down side to the rapid adoption of social media and mobile technology, of course. It\u2019s just as easy for a dissatisfied customer to broadcast a negative experience to their peers as it is for them to praise you for a positive one. Consumers are dining out less, yet their expectations remain high. A negative post or tweet may persist and remain searchable for some time, influencing the decisions of others who are researching where to dine this evening.<\/p>\n

Customer rescue strategies and experience management<\/h2>\n

Social media platforms are more than merely broadcast channels, of course; they are places where conversations and discussions happen. The same tools that allow consumers to research brands can also help business owners to find out what is being said about them and act on those reviews. A negative \u201ctweet,\u201d for example, is an opportunity to initiate a dialogue and, ideally, a customer rescue \u2013 by letting a customer know you are listening, and have a sincere interest in improving their experience.<\/p>\n

The next logical step is to develop a proactive, rather than reactive, approach. It\u2019s important to act quickly, and on a personal level, to win back a negative reviewer. But is there a way to close the barn door before the horse escapes? Can a restaurant owner do anything to help ensure that the messages that get posted online are positive, rather than negative? The goal of Customer Experience Management (CEM) is precisely that \u2013 to use customer feedback in a measured and strategic fashion to fine-tune business practices and generate increased customer loyalty.<\/p>\n

Successfully applied, a CEM program can help you to:<\/p>\n