In the hospitality world, creating exceptional customer experiences is the gold standard. Traditionally, this has been achieved through Table Touch—a manager or server personally engaging with guests to gauge their satisfaction. However, with technology transforming how we interact, Digital Touch has emerged as a powerful tool for improving efficiency and collecting feedback.
But here’s the catch: they’re not mutually exclusive. The most astute restaurateurs understand the strengths of both approaches and know how to train their teams to recognize the difference. Success lies not in choosing one over the other but in seamlessly blending the two.
What is Table Touch?
The Table Touch is the hallmark of personal hospitality. Managers and servers approach tables to engage with guests, check on their meals, and resolve issues in real time. This method fosters human connection, making diners feel valued and appreciated.
However, Table Touch has its limitations:
- Guests may hesitate to voice complaints directly.
- Feedback gathered verbally might be inconsistent or incomplete.
- It requires significant staff time, especially during busy periods.
Despite these challenges, the human interaction of Table Touch remains critical in creating memorable dining experiences.
What is Digital Touch?
The Digital Touch introduces a layer of technology to guest interaction. By scanning a QR code at their table, customers gain access to a digital feedback platform. This can include rating their experience, leaving comments, accessing menus, viewing specials, or even connecting to WiFi.
Key advantages of Digital Touch include:
- Convenience: Guests can provide feedback anonymously and at their own pace.
- Real-Time Insights: Negative feedback triggers immediate alerts, allowing staff to address issues discreetly.
- Data Collection: The system gathers and organizes data on customer sentiment, helping management identify trends.
- Labor Efficiency: Staff can focus on service while technology handles data collection and communication.
While Digital Touch excels in efficiency, it lacks the warmth and personalization of human interaction—something customers still value.
Implementing Systems to Blend the Two
Savvy restaurant owners recognize that the right system can seamlessly blend Digital Touch and Table Touch for optimal results. For instance, implementing a system that allows for instant negative feedback to management—complete with the customer’s table location—enables management to act swiftly and strategically.
Here’s how it works:
- Encouraging Feedback Digitally: Some guests may be hesitant to voice concerns directly. The Digital Touch empowers them to share honest feedback without confrontation, ensuring no issue goes unaddressed.
- Real-Time Notifications: Upon receiving negative feedback, management is alerted immediately, along with the customer’s location.
- Personalized Follow-Up: Management can casually approach the table, saying something like, “I just wanted to check in—how’s everything going?” This approach combines the convenience of technology with the personal connection of Table Touch, showing guests their concerns are taken seriously.
This blend ensures every guest feels heard while maintaining the efficiency and discretion needed in busy dining environments.
The Astute Restaurateur: Training Staff to Use Both
Success in combining Digital and Table Touch lies in staff training. Teams should know when and how to utilize each approach effectively.
1. Recognizing the Moment
A skilled team can identify when to rely on personal interaction and when to lean on technology:
- Table Touch for Connection: Use during quieter moments to engage guests and build rapport.
- Digital Touch for Efficiency: QR codes provide a fallback for collecting feedback during busy shifts, ensuring no guest is overlooked.
2. Turning Technology into Opportunity
Instead of viewing Digital Touch as a replacement, staff should see it as a gateway. Negative feedback submitted digitally is an opportunity to show the restaurant’s commitment to guest satisfaction. Approaching the table after receiving a notification demonstrates proactive service.
3. Guiding Guests to Use Technology
Well-trained staff can encourage customers to use QR codes without diminishing personal interaction:
- After completing a Table Touch, servers can direct guests to scan the QR code for more feedback or to explore menu options.
- Staff can highlight the QR system’s convenience for accessing WiFi, specials, or promotions.
The Power of Combining Both
Restaurants that master the balance between Table Touch and Digital Touch stand out for their exceptional service. Here’s how blending the two creates a winning formula:
- Customer Satisfaction: Guests appreciate the convenience of Digital Touch and the warmth of human interaction.
- Operational Efficiency: Digital tools save time while ensuring issues are resolved promptly.
- Proactive Problem-Solving: Instant alerts for negative feedback empower staff to act before the customer leaves dissatisfied.
- Data-Driven Improvements: Feedback collected digitally helps management make informed decisions to enhance service quality.
Final Thoughts: The Future of Hospitality is Hybrid
Great restaurants don’t choose between Table Touch and Digital Touch—they embrace both. By implementing systems that allow for instant feedback notifications and training staff to recognize the value of both methods, restaurateurs can elevate the guest experience.
The real magic happens when Digital Touch prompts guests to share feedback they might otherwise withhold, and Table Touch ensures that feedback is addressed with warmth and professionalism. This balance is what sets apart restaurants that thrive in the modern dining landscape.
Embrace the future of hospitality by integrating ISR’s QR-based feedback system into your operations. Let technology and personal interaction work together to deliver the ultimate guest experience—because success isn’t in choosing sides; it’s in mastering the blend.
