Omnichannel Restaurants: How to Combine Channels to Accurately Measure the Customer Experience

This article addresses the problem of the lack of a unified model for assessing customer experience in restaurants. An analysis of existing customer experience assessment methods is conducted, including NPS and CSAT surveys, online reviews on aggregators, and behavioral metrics of digital platforms using Yandex Maps as an example. It is substantiated that the omnichannel approach allows for combining and enhancing traditional metrics to create a unified space for analyzing all customer journey data. Based on the analysis, a conceptual model of omnichannel customer experience assessment is proposed, integrating data from CRM systems, feedback from mobile applications and social networks, and review analytics. The article aims to form a holistic customer experience assessment model for realtime management decision-making.