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How People Analytics Improves Customer Experience

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What began as an entertainment experience has turned into an innovative way for people to have fun and make memories together. Dave and Buster’s was formed when friends Dave, who ran an arcade, and Buster, who ran a restaurant on the same street, noticed customers going back and forth between their establishments on any given evening. They took a risk to open the first combined food, drink, and arcade establishment and have had great success. Part of the reason for Dave and Buster’s strong growth and reputation is its focus on customer experience. According to president and COO Dolf Berle, Dave and Buster’s is focused on providing an entertaining environment where people can have fun with friends, family, and colleagues and take a break from the stress of everyday life.

dolf-berle-01Listen to Dolf Berle on The Modern Customer Podcast here.

To be successful, Dave and Buster’s is constantly innovating, and it uses metrics to stay on top of customer experience. Using a program called InMoment, Dave and Buster’s tracks a comprehensive array of metrics on everything from a customer’s experience at the bar to their likelihood to return to the arcade. The ultimate goal of the metrics is to gauge customer satisfaction and a customer’s intent to recommend Dave and Buster’s to friends. To get quality results, Dave and Buster’s adds incentives to its survey invitations, usually in the form of a free appetizer or a reduced game card on a person’s next visit. It gets more than 50 surveys per store each week and then combines those metrics to get an overall look at the company.

Dave and Buster’s looks at trends in the metrics as a way to measure and improve the customer experience. Dolf himself looks at the metrics on a weekly basis to see if guest satisfaction is building over time and if there is any variability between different areas of the establishment that can help him know where to focus the company’s strategic efforts.

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