Editor's note: Hear Helmuth Mayer, director of strategic initiatives at Dave & Busters, discuss how the company uses guest feedback to improve the dining experience and build the brand’s future. Click here to view our free webinar.
Dave & Busters came on the restaurant scene in 1982 with a vision that extended beyond just food. The brand was searching to create not only a culinary experience for its customers, but a complete package of “great food, drinks, and big-time fun served up by the friendliest people in town.” Now, the company is sharing its insights with operators nationwide.
In a webinar on Thursday, June 11, Dave & Buster’s director of strategic initiatives, Helmuth Mayer, discussed lessons the company has learned throughout its quest to understand and improve the guest experience.
Simply enough, getting useful feedback is the first step to building a brand that will support a commitment to provide exceptional customer experiences. But with so many platforms for guests to share their observations and reactions, it can be difficult to form a coherent picture of exactly how a brand is resonating with its customers.
"The consumer has the ability to interact with more brands than ever before, from social media, websites, and call centers, to actually coming to a restaurant and having an experience," says Lonnie Mayne, president of InMoment. "They are more empowered, but more importantly, they’re craving a deeper relationships with brands.”
InMoment helps companies listen to and understand this myriad of voices through its Experience Hub platform, which collects, analyzes and shares customers’ stories to drive better experiences, and business results. For instance, after launching a new menu in January 2013, The Melting Pot used InMoment’s Experience Hub to both gauge and successfully raise its value perception with guests.
Similarly, Dave & Busters wanted to understand the customer feedback as well as use the data to strengthen and grow the brand as the company continued to expand. Learning how to address customer desires and improve both a brand’s overall perception, and its relationship with its customers will be key points in the upcoming webinar. Mayer also focused on how to stay relevant by marrying tradition with new ideas, and creating an experience that keeps both guests and employees engaged over time. Looking beyond the numbers, the webinar helps operators who are seeking to evolve their guest listening programs and stay passionate about the customer experience.