More and more restaurants come to the major search engines and social networks to find information about your customers, the excuse is to know them before they go to the restaurant and thereby improve your dining experience, but without any doubt, the controversy is served.
So far we have always understood the online reputation as a climate of opinion in which restaurant patrons transfer their personal experience in the restaurant Internet as comments, recommendations or criticisms, and undoubtedly it has an impact on those users that once inspired look for a restaurant in these digital environments.
This process has always been unidirectional, that is to say, customers are seeking information on restaurants to make your decision. But, What if restaurants were to seek information about their customers?
This is no longer a hypothesis to become a reality, If we pay attention to a study published by the online booking portal OpenTable.
This surveyed 6.000 people from 10 US cities, for information on the behavior of diners and restaurants in digital environments.
They asked respondents about reverse online reputation, ie those restaurants looking information on Google about their customers before going to the establishment.
He 31% He replied that he did not like and it seemed disgusting and intrusive, a 40% He said it did not bother him, he 24% even it seemed good and 5% He gave other reasons.
In conclusion, a 65% of respondents accepted this practice and has no objection to that restaurant owners obtain information from them through Google. It is also true that a 31% It is radically opposed.
Even the survey geolocalizó this response based on different US cities and users of Dallas and San Diego are the most permissive, as you can be seen in the chart below:
While following these data, It seems to have discovered a new research technique by restaurants, the fact remains that many restaurants have customer information before they go to the restaurant in different ways, not only through Google, but in many cases their professional profiles on LinkedIn or other social networks.
There are even some cases, as the booking system restaurants online Dimmi ResDiary operating the Australian market from Sydney, which allows restaurants to subscribe to the platform include comments about customers and the rest can access this information.
Specifically, this portal allows any of the 2.500 restaurants subscribers can access customer information, if you like a drink before dinner, what kind of tables is your favorite, any allergies, If you leave good tips, If you long sobremesas, if a conflicting client, etc. The platform places no limitation and restaurants can write anything they consider about customers, even their profession or physical.
Some online platform in Spain, It lets do this, but the information is private, ie can only access the restaurant that includes in its database and does not share it with the rest of the community.
Some restaurant owners who do this research process consider it relevant information to surprise diners with some facts or some significant date, as an anniversary or birthday, even they say they sometimes discover a personal competition that comes to “pry” its restaurants
It seems that we are creating the reverse position to portals like TripAdvisor or Yelp, which they are now restaurants that value customers and share their views on these in digital environments so that other restaurants can obtain information and, supposedly, improve customer dining experience.
All these techniques online, always create conflicting views, among those who use these data in a professional manner and aiming to please, improve and surprise the customer, against others who understand that it is an unnecessary intrusion and that in any case this experience improves.
If we think of other applications like Uber or Bla Bla Car, It is absolutely implanted the “driver” comment and rate the rest of companions and this information, definitely, It is taken into account by other drivers when choosing customers or companions.
The debate is served, but there are some aspects that I consider important, on one hand the digital information is available to all, customers and restaurants, These are the ones who should put their limitations for use, professional enough sensitivity to make it relevant information, but certainly both have the right to use.
On the other hand the scanning process increasingly required personalized experiences, customers want to live individual experiences and different. Restaurants that know how to use this information in an intelligent way and adding value to their relationship with customers will have a major competitive differentiator versus those who do not or do bad, knowing what a customer likes, what values, What surprises you, son “weapons” very important to get greater loyalty, the key is to use.