Giraffe has employed a customer experience measurement (CEM) programme from Empathica. The programme will enable the restaurant chain to gain feedback from customers across its 40 restaurants.

Andrew Jacobs, Giraffe’s co-founder, says: “We have always been focused on providing great customer service but we hope this programme will enable us to continue to improve our customers’ dining experience even further. We chose to work with Empathica to get a true picture of our customers’ expectations. We see this as a huge improvement over the limited “single snapshot” view we had previously gathered from mystery shoppers. Empathica will be gathering real feedback from hundreds of our customers each month, which we will be able to access online daily to enable us to make improvements driven by our customers’ feedback.”

As part of the deal, Giraffe will not only solicit feedback from its customers, but prompt them to share their experiences in social media, using the GoRecommend application which enables customers to recommend the restaurant chain to their friends via Facebook, Twitter or email. Jacobs comments: “A great deal of our marketing is done online so the GoRecommend application will perfectly support our strategy and we expect it to drive even greater viral advocacy.”

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