One common practice among café owners is to check Google Reviews and Instagram for customer opinions, then treat that as customer experience measurement. There is a problem here.
What can reviews tell you?
These platforms matter, but they are not specialized customer experience measurement tools. A customer who posts a Google review or an Instagram comment shares part of their experience, often something that particularly caught their attention. It might be their coffee, an employee's manner, a crowded branch, or a particular incident.
But does that tell you about the entire customer journey? Usually not.
From general opinions to a touchpoint
You may know the customer is dissatisfied without knowing exactly where in the journey the problem occurred. This is the difference between general feedback and feedback designed into the customer journey.
With Rihla, you do more than collect customer opinions at random. You can identify the touchpoint you want to measure, select an appropriate tool, and ask the question at the right time and place. For example, you can measure the experience after a customer collects an order, interacts with an employee, or finishes a visit, then connect that feedback to the touchpoint in the customer journey.
Rihla's NFC Card
Rihla's NFC Card was designed for this use. It is a distribution channel for short, direct surveys that can be placed at suitable points inside the café, allowing customers to open the survey easily by holding their phone near the card.
Read feedback in context
So:
Surface-level feedback → surface-level understanding → surface-level improvement. When feedback is connected to the customer journey, the touchpoint, and the right timing, you gain a more precise understanding of the experience and where it needs improvement.
Google Reviews and Instagram can tell you what some customers said. Customer experience measurement helps you understand what happens in the journey, where it happens, and why.