How technology is impacting on the customer experience

NFS Technology Group is responding to latest research that suggests technology in pubs, bars and clubs is perceived as improving the customer experience by 52 per cent of people.

The report, carried out by Orderella and the Association of Licensed Multiple Retailers (ALMR) on the use of mobile payment systems, also found that as many as 67 per cent of people in the 24 – 35 age group thought technology was improving the customer experience.

Overall, the survey established that 74 per cent of people have used chip and pin to pay in a venue and 19 per cent have used a contactless payment system.

However, from ALMR members, just 24 per cent are able to offer tablet or mobile device ordering and 59 per cent offer cashless payment systems.

Commenting on the survey findings, Luis de Souza, CEO of NFS Technology said: “The survey results show how technology use in pubs, bars and clubs must be driven by customer experience and increasingly expectation. This is especially as contactless payment becomes more mainstream, particularly amongst younger age groups, who are becoming less cash reliant.

“With this trend only set to increase as cited by The Payments Council, from an operator’s perspective, now is the time to implement the right integrated payment technology to respond to customer expectations as well as to streamline the payment process for staff, which will result in a more efficient use of staff time, greater accuracy in billing and a happier client end of meal experience.”

The survey continues to show a stark difference between what operators consider to be good service compared to their customers.

NFS Technology Group is responding to latest research that suggests technology in pubs, bars and clubs is perceived as improving the customer experience by 52 per cent of people.

The report, carried out by Orderella and the Association of Licensed Multiple Retailers (ALMR) on the use of mobile payment systems, also found that as many as 67 per cent of people in the 24 – 35 age group thought technology was improving the customer experience.

Overall, the survey established that 74 per cent of people have used chip and pin to pay in a venue and 19 per cent have used a contactless payment system.

However, from ALMR members, just 24 per cent are able to offer tablet or mobile device ordering and 59 per cent offer cashless payment systems.

Commenting on the survey findings, Luis de Souza, CEO of NFS Technology said: “The survey results show how technology use in pubs, bars and clubs must be driven by customer experience and increasingly expectation. This is especially as contactless payment becomes more mainstream, particularly amongst younger age groups, who are becoming less cash reliant.

“With this trend only set to increase as cited by The Payments Council, from an operator’s perspective, now is the time to implement the right integrated payment technology to respond to customer expectations as well as to streamline the payment process for staff, which will result in a more efficient use of staff time, greater accuracy in billing and a happier client end of meal experience.”

The survey continues to show a stark difference between what operators consider to be good service compared to their customers.

Queuing was perceived as having a negative impact on an evening out, specifically with long queues or slow service affecting experience for 77 per cent of survey respondents.

76 per cent of ALMR venues responded that staff interaction with customers is ‘very important’ compared to 50 per cent of consumers.

75 per cent of operators also ranked knowledgeable bar staff as the most important element of good service, whereas this was seen as important by just 16 per cent of consumers.

Luis Concluded: “Mobile centric technology can offer restaurant operators significant benefits in reducing waiting times and delivering a great customer experience.”

Luis De Souza
Luis De Souza Chief Executive Officer Posted on: June 4, 2015

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