Autogrill is the world's largest provider of food and beverage services for travelers. The company manages a portfolio of 300 international and local brands that are specifically selected for each country. With around 1,000 points of sale in 32 different countries, Autogrill's mission remains the same at all locations: making travelers feel good by anticipating their expectations and needs. They have 30 restaurants and three lounges at Brussels International Airport.
Autogrill started using HappyOrNot in October 2014 because they needed a way to make customer feedback data more visible and relevant to all business levels - in real time. They used the Smiley terminals in combination with other customer feedback methods, including mystery shoppers, bi-annual surveys and a Voice of the Customer tool for open feedback.
Effortless feedback Promoted service expansion Autogrill Belgium initially focused on 16 restaurants with Smiley Terminals and then increased the number of terminals at the beginning of 2015 to offer more customers the opportunity to effortlessly share their opinion. "What we like about HappyOrNot is the fact that it takes customers two seconds to provide feedback," says Patrice Fievet, Marketing & Business Development Manager at Autogrill Belgium.
Improve customer happiness and sales in the restaurants From 2015 to 2018 , Autogrill Belgium converted 120,000 unsatisfied customers into satisfied customers using the useful data insights from HappyOrNot. The large amount of direct feedback enabled restaurant managers to take immediate action based on the findings. All roles within the company now use real-time feedback to make strategic decisions that improve customer satisfaction.
Coordinate with customer expectations Autogrill Belgium has adjusted the menu of the Black Pearl - the first gastronomic restaurant at Brussels airport - based on customer feedback. Michelin starred chef David Martin wanted to offer passengers a gastronomic experience before their flight without having the impression of being at the airport. But developing a gastronomic menu for people in transit brought a new set of challenges.
Martin was able to see what customers liked and disliked with the help of CX data generated by HappyOrNot. When analyzing customer feedback, Martin realized that the original menu was too high-end for passengers. Based on this data, he has developed the menu and adapted his recipes to better meet the needs of customers.
"We looked at customer comments and then brought the menu back to something that was more accessible to everyone," says Patrice. "We are now more in line with customer expectations, because we understand through feedback that people want good food, but that they do not need a gastronomic experience at the airport."
They are now working on the fourth version of the menu, because Martin is open to the necessary changes that will make his customers happy. With every change, customer satisfaction results and sales have improved.
"We looked at customer comments and then brought the menu back to something that was more accessible to everyone and are now more in line with customer expectations. We understand through feedback that people want to eat well, but that they want to eat well do not need a gastronomic experience at the airport." - Patrice Fievet, M&B Development Manager
It is always about the customers
All levels of the company are now more customer-oriented. Before making a decision, they first consider what the customer wants and want to base every action on customer insights.
"HappyOrNot helps us to confirm the strategy behind the decisions we make," says Patrice. We ask ourselves: are we doing the right things? Are we focused on the right priorities? "Sometimes we have big discussions, but ultimately it's always about the customers. We do what the customers want. "
Instead of waiting for months to make changes based on customer feedback, they can be more proactive. And testing new ideas feels less risky. "Instead of losing sales for six months, we can perform A / B tests quickly," says Patrice. “What if we try this thing and place it here? Does it affect customer satisfaction and sales? "
Even before they see an increase in sales, they can demonstrate the impact of their improvement strategies by showing the increase in customer satisfaction.
Feeding managers with useful feedback from customers
"It never happened that we had a day without HappyOrNot scores," says Patrice.
Restaurant managers no longer have to spend hours analyzing data in the office - HappyOrNot makes it easy for Patrice to send managers the reports they need to improve their restaurants.
For HappyOrNot, restaurant managers only received feedback from area managers in meetings every few months. Now they get direct access to real-time feedback scores from customers. And when they are away for a day, they can easily view the results to see what they have missed. Restaurant managers even use the HappyOrNot app to check results while they are on the move - they have access to data anytime, anywhere