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Some Customers Never Return...And Why You Can't Stop It by Linda J. Lipsky
If you are under the assumption that because you are on premise 14 hours-a-day that everything is running perfectly in your dining room and bar, you may be in for a big surprise. Unless a customer really cares about the restaurant they are dining in, they probably won't tell you about their positive or negative dining experiences. In fact, only 4% of your customers will actually complain to you if something is wrong. However, they will be sure to tell dozens of other potential customers, and since word of mouth advertising is the number one source of restaurant referrals, you need insurance that this advertising is positive.
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