The Benefits of Customer Complaints
If you run a restaurant business in Nigeria, chances are you’ve likely received your fair share of customer complaints. It’s certainly not always easy to hear such feedback about your hard work, and in a market like Nigeria, the delivery can sometimes be harsh. I once read an interview where a manager of a high profile restaurant chain explained that Nigerians tend to be very vocal and communicate their grievances, unlike some markets where customers say nothing and just don’t return. So let’s look at it as a blessing, shall we? 🙂
Despite the negative connotation, complaints can actually have several benefits for your food business. Here are some pros of customer complaints in the restaurant industry:
Feedback for improvement
When you start a food business, you’re generally testing out a concept or recipe on your target market. Imagine getting feedback for free, directly from the horse’s mouth, and ignoring it because it rubbed you the wrong way.
Customer complaints provide valuable feedback on areas where your restaurant may be falling short. They can highlight specific issues with food quality, service, cleanliness, or other aspects of the overall experience. This feedback can help you identify and address problems, leading to improvements in your operations.
This is not to say that every single complaint should be taken as a sign for change. After all, you can’t please everyone, and you shouldn’t aim to, either. It’s important to know who you are targeting and learn what works for your niche customer. For instance, when I first started Toasties, there were a few customers who would visit us and say, “Nigerians don’t eat sandwiches. You need to stop this and sell rice” – said while munching on their sandwiches, mind you. Had we listened to this type of complaint, we may not have lasted long enough to learn that Nigerians do in fact eat sandwiches. The market just needed to see something that appealed to the local palate – which is what Toasties has been able to achieve.
Opportunity to rectify mistakes
Many business owners become defensive or even combative when customers take the time to lodge their complaints. It’s important to acknowledge that said customer could have decided not to say anything, and not to patronize your business again. In such an instance, how will you know what is working in your business and what isn’t?
When a customer complains, it gives you the chance to rectify any mistakes or shortcomings. Sometimes, it’s actually the way your business handles complaints that determines whether or not a customer will return. By addressing the complaint promptly and effectively, you can turn a dissatisfied customer into a loyal one. This can lead to increased customer satisfaction and positive word-of-mouth recommendations.
Competitive advantage and reputation management
Handling customer complaints well can give your restaurant a competitive advantage. When customers see that you take their concerns seriously and are committed to resolving issues, they are more likely to choose your restaurant over competitors. This can help differentiate your business and attract new customers.
Remember, it’s not always about what was done so much as it is about how you made your customers feel.
Customer complaints provide an opportunity for you to showcase your commitment to customer satisfaction. By addressing complaints promptly and professionally, you can demonstrate your dedication to resolving issues and maintaining a positive reputation. This can help build trust and credibility among both existing and potential customers.
Learning and growth
Customer complaints can be a source of learning and growth for your business. By analyzing patterns and trends in complaints, you can identify areas for improvement and implement changes to prevent similar issues in the future.
For example, at Toasties we noticed an increase in wait times and complaints on a particular day of the week when we offered our bao bun special. We then realized that this particular special was slowing down the flow of our operation due to our existing kitchen layout. We made the decision to take this special off the menu and have since been able to halve wait times on those days.
Another example is that of the upside-down design of the Heinz Ketchup bottle. This design came after customers complained that the upright glass jar prevented them from getting all the contents out of a bottle. Thus an innovative solution was born.
A continuous analysis of complaints and trends is sure to improve your business’ customer experience and can lead to a more efficient and successful restaurant operation.
In Summary…
Overall, customer complaints, when handled effectively, can be turned into opportunities for improvement, customer retention, and business growth. In a market where customer satisfaction is largely undervalued, just making an effort in this regard can set your business high above the competition.
Remember again that it is how you make your customers feel that will determine whether or not they will return to your establishment.
What has been your experience with customer complaints? How have you handled constructive and negative feedback? Share in the comments section below.
Let’s stay connected
In the meantime you can follow @biscuitboneblog on Instagram and Twitter (“X”) for updates. Also check out Toasties and Board for more context. Or my personal page, if you simply can’t get enough.
Is there anything you’d like to know specifically about the food industry? Leave a comment or send a message.