3 Ways Brand Ambassadors Enhance the Guest Experience
Despite past fears that self-order puts people out of jobs, the verdict is in: kiosks don't replace workers. They give them a new set of responsibilities.
Cashiers, for example, are freed from their transactional duties and are given a new job title: brand ambassador.
A brand ambassador is a person who represents a brand to targeted customers in order to increase awareness, create a specific image, generate sales opportunities and build customer preference. In fast casual restaurants, brand ambassadors come out from behind the cash register and get out on the floor to engage with valued customers.
Here are three ways brand ambassadors work with self-order kiosks to enhance the guest experience...
1. They reinforce your brand and your values.
Everything from what brand ambassadors are wearing to what they say speaks to your brand's overall image. Brand ambassadors wear clothing with your logo or motto on it, and they wear smiles that embody your commitment to customer service. Because they're not focused on using a traditional POS terminal (that likely took days and days of training to master), they can look up and engage customers in friendly conversation. Their job isn't to pressure guests with upsell questions (kiosks have that covered), but instead they can make guests feel welcome and comfortable.
When they're not interacting with guests, they're wiping down tables, re-stocking utensils, and generally keeping the kind of clean environment that puts customers at-ease.
2. They set the tone of the customer experience.
Brand ambassadors greet each customer with a friendly smile and encourage them to ask any question they may have about the menu. Self-order menus should be designed intuitively enough to remove any friction from the ordering process, but it's likely that first-time guests might ask for a little human input on the menu.
Let's say a guest is debating between two dishes and wants a second opinion from someone who likely has tried each dish. That's when a brand ambassador is there to help guide the customer in the right direction. Maybe a gluten-free guest wants to know why they can't add soy sauce to their poke bowl. That's where your brand ambassador swoops in with deep knowledge about your carefully curated menu.
3. They are your eyes and ears on the ground.
Self-order allows for a seamless ordering experience for guests, but sometimes questions come up that a kiosk simply does not answer - yet. Part of the beauty of self-order software is that it's dynamic and flexible. You can refine your menus to optimize for speed or for upsells based on data analytics, but don't overlook your staff as a valuable resource for understanding your guests and making improvements to the user experience. Do your guests ask for vegan options? Find out from your brand ambassadors, and consider creating a menu path especially for them.
Management should encourage all brand ambassadors to pay close attention to questions they get asked often and communicate any patterns they might recognize. Management can then analyze the feedback and determine how to refine their self-order experience over time.