FACES: Gaining a Unique View of Our Customers
FACES: Gaining a unique view of our customers
FACES enabled us to gain greater insights into our customers in an efficient, non-intrusive way. For the initial project, we selected four restaurant locations to implement FACES. The consumer survey includes 10 questions regarding from where the customer originated and where the customer is heading to next.
Questions also include items such as the customer's spending patterns and frequency of visits to Shoeless Joe's. After rolling out FACES, the new survey process was so successful that we decided to implement it in all of our locations.
At some point during their visit, our patrons are interviewed by one of our employees using a customizable survey. On busy nights, one to two staff members are responsible for going table to table and facilitating the survey using the electronic mobile device. The questionnaires help us to capture customer data more quickly and efficiently with digital technology-electronic handheld devices, PDAs or smartphones.
With FACES, we can routinely make adjustments to our survey questions, enabling us to keep our target customer profile up-to-date and readily available when making important decisions (such as where to open a new restaurant or where to aid in local marketing efforts).
Working with PBBI, Shoeless Joe's has the tools to analyze the competition, gain a better understanding of its target customer, and carefully evaluate potential areas for expansion. PBBI also enables FACES to geo-code the customer's point of origin using a Canadian post code or point on a map, drill down into the neighborhood level, and generate an in-depth customer profile based on lifestyle characteristics and demographic attributes.