People matter. Get their Insight

CASE STUDY: EGON RESTAURANT

www.questback.com

RESTAURANT EGON HAS AN APPETITE FOR FEEDBACK

Egon deliver seamless customer experiences to thousands of hungry guests

CASE STUDY

CASE STUDY EGON RESTAURANT

REAL-TIME NPS DATA DRIVES BUSINESS IMPROVEMENTUsing Questback’s Enterprise Feedback Suite, Norwegian restaurant chain Egon runs a continuous customer satisfaction survey across the company’s 40+ restaurants in Norway and Sweden. With real-time NPS data from its customers, Egon’s restaurant managers are able to drive incremental improvements day after day and react to possible problems as they occur. The solution allows Egon’s management team to compare and contrast the results between restaurants and apply proven best practices from the highest performing restaurants to all the other locations.

SITUATION

Satisfied customers = healthy businessIn the restaurant business, customer loyalty is everything. After all, satisfied guests are much more likely to return and recommend the restaurant to their friends and family. This realization drove Norwegian restaurant chain Egon to seek out a solution that would help them collect real-time feedback from their guests across all 40 restaurants.

Fighting for the best talentBefore implementing Questback’s Enterprise Feedback Suite, Egon restaurants’ success was measured solely in sales and profitability, with no customer experience metrics in place. Along with the external pressure from customers and competitors, Egon’s management team found it increasingly difficult to motivate the restaurants’ customer-facing staff with purely financial metrics. And with ever-growing competition for the best talent, Egon’s management team realized that in the long term, satisfied guests would also help attract the most talented kitchen staff.

SOLUTION

Objective:

› Increasing customer satisfaction

and loyalty

› Complementing financial metrics

with customer feedback

› Responding to increasing

competition

› Attracting the best talent

A robust tool for continuous measurementAs Egon’s CMO Ståle Nøst explains: “Previously we had used a simple online tool to run one-off customer insight surveys. However, we knew that we needed something a bit more robust to be able to continuously measure our guests’ experience across 40 restaurants.” With that brief in mind, Nøst naturally thought of Questback: “Egon is part of the Norrein Group, and we knew that other parts of our company group were really happy with Questback’s platform and services. The strong internal recommendation helped us choose Questback. And to be honest, we’ve all been very happy with the choice.”

“Don’t forget to give us feedback on your way out”In practice, Egon collects customer feedback on tablets that are strategically placed near the exit of each restaurant. While waiting for their companions to put on their coats or return from the restroom, guests can entertain themselves by answering a few simple questions on the tablet.

Inspired by disruptorsWhen the first version of the survey had been in use for a few months, Egon’s restaurant managers started wondering if there was something they could do to increase the completion rate of the survey. Instead of simply searching for improvement ideas from competitors in the hospitality industry, Egon turned their sights to global CX leaders. During a trip to Asia, Nøst recalls being inspired

CASE STUDY EGON RESTAURANT CASE STUDY EGON RESTAURANT

Overall, we’ve been really happy with Questback’s feedback solution. Our employees now get direct feedback on their performance – from the people whose opinion matters the most: customers. Additionally, we can already see a clear link between high net promoter scores and increased revenue.

STÅLE NØSTCMO, Egon

Results:

› Relevant and timely data on

customer experience

› Concrete improvement

suggestions based on customer

feedback

› A better way to motivate

customer-facing staff

by peer-to-peer ridesharing service Uber’s customer satisfaction survey: “It was just so simple. The first question was something like ‘How satisfied were you with the service?’, which was then followed up with questions about which service elements from friendliness to speed I was the most and least satisfied with.”

Net Promoter Score as the true northInspired by Uber, Egon redesigned the survey to make it simpler and less time-consuming. Net Promoter Score (NPS) was chosen as the quantitative metric to measure customer experience. However, instead of asking guests to rate the likelihood with which they would recommend the restaurant, Egon decided to concentrate on measuring customer satisfaction. In addition to the overall satisfaction score, the new survey also measures customer satisfaction across five key service components: atmosphere, friendliness of staff, waiting time, food quality, and cleanliness.

Staying on the customers’ pulse with bi-weekly reportsEvery other week, the restaurant managers receive an automated email with their restaurants’ net promoter score and the customers’ feedback. This information along with the actionable insights into key areas of improvement allows the managers to come up with corrective actions that target the most critical issues. With a clear focus and real customer feedback to back them up, Egon’s managers are much more likely to succeed in getting the staff to commit to new processes and ways of working. In addition to a bi-weekly staff meeting where the results are shared with all the restaurant’s employees, each restaurant manager is also responsible for reporting on their progress to the management team.

RESULT

Paving the way to successWith the implementation phase and the first iteration round completed, Egon’s management team has already seen huge benefits from introducing Questback’s Enterprise Feedback Suite. In addition to restaurant-specific customer experience data, they can now keep track of company-level improvements and roll out proven best practices from the highest-performing restaurants to all other locations.

Egon uses Net Promotor Score (NPS) so measure customer satisfaction

DashboardRestaurants (click to filter)

1,253 (Uke: 14)

1,064 (Uke: 15)

1,111 (Uke: 16)

1,438 (Uke: 17)

1,166 (Uke: 18)

136 (Uke: 19)

Svar per uke(click to filter)

Jan 8, 18 Mar 5, 18 Apr 30, 18

39

31

30

31

313030

32

29

29

25

32

36

29

32

25

28

35

28

33

2626 26

3433

NPS Trend

Hvor fornøyd er du med besøket på Egon? 61.0%21.7%

Questions Scores

4.24

Average

1 2 3 4 5

0% 20% 40% 60% 80% 100%

Effektivitet ved bestilling i baren

Oppfølgingen fra betjeningen

Maten

Atmosfæren/stemningen

Renhold og orden

Tid fra bestilling til servering

26% (3,067)

34% (3,952)

68% (7,906)

35% (4,056)

27% (3,115)

30% (3,453)

Reasons for satisfaction

0% 20% 40% 60% 80% 100%

20% (1,251)

22% (1,378)

40% (2,462)

19% (1,191)

19% (1,154)

32% (1,993)

Reasons for dissatisfaction

26%

18%

56%

31

Net promoter score

PromoterNeutralDetractor

Date1/1/2018 12:00:00 AM to 12/31/2018 11:5..

RestaurantAll

Svarsprosent45%

Egon ÅlesundEgon ArendalEgon ÅsaneEgon AskerEgon BekkestuaEgon BodøEgon BristolEgon ByportenEgon City SydEgon FredrikstadEgon GjøvikEgon HarstadEgon HaugesundEgon JessheimEgon Karl JohanEgon KjøttbasarenEgon KristiansandEgon LagunenEgon LillehammerEgon Lillestrøm 1.2%

6.1%1.6%3.8%2.9%4.5%2.9%2.9%1.5%2.5%1.7%1.1%1.9%3.5%2.7%1.1%2.5%2.9%2.1%5.2%

Distribution (click to filter)

Questback is a complete feedback system that helps companies transform customer, employee and market research programs. Used by thousands of companies, including 1/3 of the Forbes list, Questback is the smarter, faster way to manage feedback. Get the software, services and human support you need to manage customer, employee and market feedback – all in one place.

www.questback.com

CompanyEgon Restaurants

part of Norrein Group

IndustryHospitality

Area of UseCustomer loyalty and satisfaction

ABOUT EGON

Founded in 1984, Egon is an established, yet fast-growing Norwegian casual dinner restaurant

chain with 40 restaurants across Norway and 3 in Sweden. Egon is part of the Norrein Group,

a Norwegian restaurant and hotel company.

www.egon.no/www.egon.se

People matter. Get their Insight

Good results getting betterIn just 5 months, more than 20,000 guests have submitted their feedback through the new, Uber-inspired survey. While it’s still early days, a positive trend can already be detected from the feedback data – as well as the bottom line. With access to clear, restaurant-specific focus areas and the overall goal of raising the average NPS from 30 to 40 by 2020, Egon is well on its way to creating consistently better customer experiences to a growing number of guests.

Next up: taking the survey mobileEven though Egon has taken huge leaps forward in customer experience management, Egon has already set sights on a new round of improvements. In the next phase, the survey tablets will be replaced with a mobile survey that will be promoted through the restaurants’ free wifi.