What TGI Fridays Can Teach Marketers About Collecting Data

Why we’re all in on performance branding – and how it can transform your growth.

What TGI Fridays Can Teach Marketers About Collecting Data

Bryan Karas

October 8, 2018

Yes, even casual dining chains needs to survey their customers to collect data and improve their service every once in a while. TGI Fridays is doing just that – they recently started bringing “smartphone type devices” along with the bill to their customer’s tables.

The goal is to get feedback on the food, service etc and curb negative reviews on Yelp. The process also lets people add in their email address so TGI Fridays can start building a database of customer profiles…

If acquiring new data is this important to a restaurant that your grandparents took you too – was more of a Chili’s kid myself – then don’t you think getting feedback and sending surveys is something your business should do too?

Data collectors

There are tons of methods to acquiring feedback and data from customers – tons.

You could install an on site short survey pop up like Qualaroo to ask your visitors questions…you could also use a NPS survey to test customer loyalty…heck, you could even set up an automated chatbot on your site to answer any questions a customer might need…

Or…

You could conduct usability tests and figure out exactly how hard (or easy) it is for visitors on your site to navigate around, evaluate your checkout process and give feedback on your funnel…

That good good…

Collecting data, whether it’s after a purchase through email or on an order confirmation page, or while your customer is live on the site through a pop up, is crucial to the survival of your business.

But we don’t want your business to survive – we want it to thrive!

That’s where user testing comes in. The whole concept is to let users go through your entire website/app – I mean the entire process – to figure out where you are succeeding and where you are failing…

Everything is recorded and you get to hear the exact words a customer uses when describing your site/product/experience etc – this type of data is great because you can use it for future marketing material and copywriting.

If you’re interested in usability testing here’s a guide to getting started.

How A Pizza App Created a Better Experience With Usability Testing

Somewhere Papa John is losing it again because this Canadian pizza app is bringing the pizza ordering process into the 21st Century. Learn how Reaper Pie learned from their customers and created a better experience by conducting two usability tests.