Bennigan's uses surveys to spur long-term loyalty

12/27/2011 | Restaurant Management online

Bennigan's gives every guest the option of completing a post-meal survey via phone, text, e-mail or online, as part of push to build loyalty by creating a better experience, says CEO Paul Mangiamele. "The rule of thumb is it costs seven to 10 times as much to get a new customer than it costs to retain a current customer so it’s smart business," he says.

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