What a Michelin-starred restaurant can teach us about CX
The Michelin-starred The Angel at Hetton not only serves amazing food, but the CX can teach us a lot.
We recently had the pleasure of enjoying a lunch service at the Michelin-starred restaurant, The Angel at Hetton. Having eaten there before, we knew what to expect.
The craftsmanship and flavour was clear in every bite. But it was the Customer Experience which got us thinking. Naturally.
Regardless of what your core product is (in The Angels’s case, the food) there is a huge amount more which plays a role. For example, a Retailer’s core product will be their clothes, but the website, delivery, and returns process is just as important. All of these elements create your customer experience.
The Angel did not disappoint on any level. We believe CX lessons can be learnt from a service provider operating at near enough the highest level there is.
We’ve pulled together our top five CX lessons. See what you think and if any can be applied to your business.
Lesson One: Fill in the blanks
On arrival we simply said ‘We’re booked for lunch at 1.’ The name of the booking and the number of diners was then stated by the front of house to confirm. This small detail made the right impression. They were expecting us and are prepared. The front of house could have asked ‘What’s the name on the booking?’ but this would have repeated information we had already given and created a different impression.
Equally, when booking online, we were asked if we were celebrating a special occasion. We were, but we didn’t want to bring attention to the fact. That’s a piece of information which could provide opportunity to create something unique for diners. So we were asked again once seated. The nature of the celebration meant nothing needed to be done by The Angel, but they knew this information could help direct them, so they have built in ways to get it.
Think about the information you collect when interacting with customers. Use it to your advantage.
Lesson Two: Remove any and all effort
It was remarkable just how little effort was needed during the entire lunch experience. Our coats were checked in the cloak room and put on for us by a member of staff at the end of the lunch. We had drinks at the bar on arrival. The table was approximately 10 steps from the bar, yet all our drinks were carried for us. When we asked where the bathroom was, a member of staff walked us to them via a short cut by the kitchen.
For your own experience, think where any effort is required from the customer. Then be committed to do whatever you can to remove it.
Lesson Three: Allow the right amount of flexibility
We had booked the ‘Taste of the Season Menu’. This had to be paid in full in advance. Yet we were still asked if we would like to have the ‘Tasting Menu’. This could only be done if all diners switched menu. We were also able to add supplementary dishes to the menu for an additional charge. Some like the Wagyu Beef had to be ordered by all, whereas others like the Cheeseboard, could be shared.
Furthermore, after losing track of time, we had to wrap up our lunch promptly as one of our party had to get to a wedding (what a day for him!) To help with this, we were given our desserts, coffee and accompanying sweet treats all at once.
Choice is inherently seen as a good thing. But too much of it can be to the detriment of the customer experience, and diminish your ability to deliver the quality you want. The Angel struck a perfect balance of providing choice and flexibility, whilst doing so in a way which maintained quality at every step. This approach also created the perfect opportunity for upselling without feeling like that’s what happened.
Lesson Four: Be a guide
Choosing what to drink with a meal is a fraught part of the experience, particularly at a fine dining restaurant. We knew what we wanted, however. A single bottle of white wine which may work with every dish. With that in mind, we asked. After a few simple questions by a member of staff, they were able to provide a recommendation which worked perfectly.
For your business, it is important to understand where customers need support. Then create the openness and expertise in your experience to give them the help they need. It will only enhance the overall experience for them.
Lesson Five: Create personal moments
We were left a wax sealed menu to take with us after our meal. A small memento. But it was the personal moments which were created for each of the diners which provided more of a takeaway.
One diner had recently returned from Japan, this prompted a conversation about the experiences of the chef and their inspiration for the menu. Another diner was asked what their favourite cheese from the cheeseboard was. When they answered, they were told exactly where to buy it from. Finally, another diner ordered a non-alcoholic IPA. This prompted the bartender to let them know it was also gluten-free, vegan friendly, and low calorie. The perfect guilt free indulgence. The next day the diner ordered a crate and has enjoyed a bottle every Friday night since dining at The Angel.
Great customer experiences are a two-way conversation. This isn’t reliant on human interaction, it can designed into digital experiences. It’s a matter of give and take. You must take the opportunities which are offered by customers, and give them moments which are unique to them and your business.
Conclusion
We are constantly taking inspiration for how we approach Customer Experience from our own experiences. There is no better source of inspiration than a restaurant near the pinnacle of their industry.
It’s safe to say, if we were giving The Angel an AAWE Score, we would give them 10/10.
We hope you can take these lessons into your own business. Use them and your Customer Experience to create growth. That’s what we’re all about.
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