Measuring and increasing customer satisfaction (NPS)

Satisfied customers are the main ingredient in a successful business. A positive experience keeps customers coming back more often (= loyal customers) and means they will recommend you to people they know (= word-of-mouth marketing). This is great for your image and your turnover. Want every customer who enters your business to leave happy and soon return for more? The chefs at La Lorraine Bakery Group share their tips and tricks and help you increase your customer satisfaction.

Measuring customer satisfaction: NPS score

Before you take action to improve your customer satisfaction, it's important to know your current level of customer satisfaction. This will give you insights into which of your efforts have an impact and which don't. For this, you'll need to calculate your NPS (Net Promoter Score). This allows you to measure what percentage of your customers would recommend your business to others. Because only customers who are really satisfied do this.

To calculate your NPS ask your customers the following question: “How likely are you to recommend [name of your business] to a friend or colleague?” and ask them to answer on a scale from 0 (not likely at all) to 10 (extremely likely) You can take this survey verbally, through an email campaign or with social media.

Customers that give a score of 0 to 6 are criticasters.
Customers that give a score of 7 or 8 are passive customers.
Customers that give a score of 9 to 10 are promoters.

Now you have these details, first calculate the total percentage of promoters. To do this, use the following formula:

% promoters = (number of promoters/number of respondents)

The following step is to calculate the number of criticasters:

% criticasters = (number of criticasters/number of respondents)

Now you have all this data, you can calculate your NPS score. You can do this as follows:

NPS = % promoters - % criticasters

The result of this calculation is between -100 and 100. The higher your score, the better.

Have you scored over 50? You're doing good. With a few small changes, you can increase this score. Is your score below 50 or even a negative number? You need to take immediate action.

Tip 1: an extensive range creates happy customers

The first step to ensuring happy customers is a quality and extensive range. By "extensive” we don't mean that you need to offer more than 100 dishes. This just means there needs to be enough variety and you need to cater to the dietary needs of your customers. For example, offer dishes with meat and fish but also vegetarian and vegan options. Don't forget to cater to customers on gluten free, lactose free and fibre rich diets with your dishes and products.

As well as sufficient variety, consumers expect you to use fresh, seasonal products. Therefore, it's a good idea to create a summer-proof menu. It's not only advantageous for your customer satisfaction but also for your turnover due to the good food cost percentage.

More tips: want to know more about this? Read our article about how to appeal to each target group with your menu.

Tip 2: excellent customer service

As well as delicious food, your customers also expect excellent customer service. The hospitality at your business is what makes or breaks your customer satisfaction and NPS score. Excellent customer service in a nutshell:

Welcome your customers with open arms and a smile. Be polite and make it clear that you are here to help without being overbearing.
Avoid long waiting times by training your staff well and use a booking or ordering system, if necessary. Prepare for peak times.
Take extra efforts to indulge customers who are coming to your business to celebrate a special moment. For example, a free dessert for a birthday boy/girl or a luxurious appetiser board for newly weds etc.

You can find more inspiration in our article about how to optimise hospitality at your business.

Tip 3: reliability and professionalism

Consumers like to return to a business that they trust and where they feel comfortable. One of the most efficient ways to achieve this is through communication. Some examples:

You know that certain customers visit your bakery every Sunday. The next Sunday is Mother's Day and you expect to receive more orders than usual. Let your regular customers know about this and ask them to send you their orders early.
Are you unable to open today due to illness? Let your regulars know immediately. Prepare an email in advance that you can send quickly in these situations, post a message on social media or ask your colleagues to help you reschedule.
Have you received a negative review? Put your emotions aside and always respond professionally.

Tip 4: customer loyalty programmes

A final tip to increase your customer satisfaction and encourage customer loyalty is to use customer loyalty programmes. For example, a points or rewards system.

For example, two free donuts with a purchase of 8 bread rolls, a €5 discount with a full loyalty stamp card, or a free overnight stay when guests book 10 days or more. The possibilities are endless. Find the right programme for your business.

Everyone likes receiving gifts. So give your loyal customers something special. For example, a free pastry on their birthday, a dessert with sparklers or a 10% discount on a stay with a special code.

Increase your customer satisfaction with LLBG

An extensive range is an important step towards ensuring satisfied customers. La Lorraine Bakery Group is the ideal partner to help you with this. With an extensive range of bread, patisserie, viennoiserie, savoury snacks, sweet treats and more, you can expand your range in an instant. Discover our range or get our product catalogue. Any questions? Let us know. One of our representatives will be happy to help.

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