There are three things customers want in quick service restaurants: speed, affordability, and convenience. The restaurants in return want nothing more than to deliver customized experiences that meet those high expectations and demands. In the past, that could often be a haphazard endeavor, as busy managers struggled to keep customers satisfied while dealing with dozens of daily operational tasks.
Behavior sensing technology is a game-changing strategy that is transforming the quick service restaurant experience for owners, employees, and customers alike by reinventing digital signage strategy.
Enhancing Customer Experience in a Saturated Market
Today, thanks in large part to the explosion in use of smartphone and other mobile devices, quick service restaurants are using behavioral data to improve nearly every aspect of their industry. Traditional awareness and attitudinal measures are being replaced by always-on tracking and monitoring that give QSRs a clearer understanding of what, where, when, why, and how their customers are interacting with them.
Predictive analytics can now be derived from data gathered at touch-screen kiosks, self-checkout terminals, and mobile apps, giving QSRs the information they need to drive a better customer experience and create a value proposition for loyalty.
How Behavior Sensing Technology Works
Innovative solutions offered by Promotion Technology Group (PTG) such as Samsung’s Nexshop, utilizes Behavior Sensing for quick service restaurants works in several ways, offering innovative processes at counters, kiosks, tables, and even outside the location.
- Based on in-store data, digital menu board optimization lets store managers display the content that is most likely to drive sales.
- Marketing strategies are optimized by leveraging data on foot traffic, customer attention, and more.
- Smart drive-thru ordering uses voice recognition and past order history technology to speed up the customer experience.
- Self-service kiosks, which 60% of consumers say they’ll use when available, simplify the ordering process and reduce customer frustration with long lines.
Further, cloud-based behavior sensing technology delivers real-time data that managers can use to optimize distribution of promotional content and automate store-wide devices and systems. Immediate alerts can be sent for everything from paper receipt rolls running low to individual device or system errors. Other insights include:
- Who is coming into the location, and how often they visit.
- The demographic breakdown of the customer base.
- How many customers typically wait in line, and for how long.
- What the peak order times are throughout the day.
- Which method of ordering—counter, kiosk, drive-thru, or mobile—is being used.
This knowledge helps managers optimize employee work and task scheduling and keeps the focus on how quickly and satisfactorily customers are served.
The Behavioral Customer Data Revolution
Enhancing the customer experience through digital solutions is drastically changing the QSR landscape. Raising the convenience factor, reducing wait times, and making it easier to customize orders are just the beginning. As AI and the IoT make bigger inroads into the customer experience, QSRs can look forward to delivering an even higher level of satisfaction than they do today.