In the Customer Experience (CX) design journey, there are many ways a customer can interact with a brand even from the touchpoint of accessing the brand's facilities. Here is a case study of this type of interaction with a Landry's restaurant and the negative perception that it creates with the brand.

On Saturday of Mother’s Day weekend, I took my 87-year-young mother on a road trip from Houston to Galveston, Texas to treat her to a Texas Gulf Coast dinner at Fisherman’s Wharf restaurant on Pier 21. This Texas-sized establishment is situated next to populous tourist attractions, including the busy Galveston Cruise Terminal where cruises depart on a regular basis. The increase in tourism has made it extremely difficult for restaurant patrons to find nearby convenient parking. Many patrons, including me, were turned away by the nearby parking lot attendant because the lot was full.

Although I made a dinner reservation through Open Table, the restaurant did not notify me in advance about limited parking and provide alternate parking recommendations. I called the restaurant to advise them of my difficulty and ask where I may find alternate parking lots. The restaurant representative instructed me to park at an off-site lot several blocks away, making it quite a challenge for my frail mother to walk a long distance to access the restaurant. This experience dissuaded many patrons from going into the restaurant or returning, resulting in lost sales and customer goodwill.

I could not help but apply my Customer Experience Analysis background to consider what best practices could be implemented to avoid this confusion and frustration.

Here is my evaluation.

Fisherman’s Wharf is one of three restaurants on Pier 21 that is owned by Landry’s, a multinational, diversified restaurant, hospitality, gaming, and entertainment conglomerate. Landry’s also operates a plethora of attractions, restaurants and hotels throughout Galveston.

The Landry’s brand is known for offering delicious, fresh food and courteous, attentive table service. However, the company can create a more memorable customer experience through consideration for the safety and accessibility of customers by offering valet parking and helping provide entry and exit assistance to someone like my mother, who appears frail or a bit unsteady on their feet.

The development of a positive customer experience increases the chances of a customer to make continued purchases and develops brand loyalty. All activities, including safety and accessibility, influence a customer's connection with a brand and have a direct impact on customer retention and loyalty. Landry’s has a vested interest in the future of Galveston’s booming tourism industry by offering a safe and accessible stress-free experience for visitors. Implementing a valet service instead of having patrons park several blocks away from its venues would alleviate customer confusion and frustration and encourage repeat business.

Have you encountered a negative customer experience with a well-known establishment? What suggestions for improvement did you make?