 |
case studies... |
|
|
|
|
Case Study #7 - Private Club and Fine Dining Chain Changing Strategy and Menu to Match Customer Expectations
The Challenge:
An experienced restaurant management group was unaware
that their delivery was not matching customer expectations in a joint-use
restaurant-club location.
The Client:
Private Club and Fine Dining Chain
Situation:
The client is a very well managed, customer-focused
fine dining chain that operates private clubs attached to several of
their high-end restaurants. They have utilized traditional mystery shopping
services for many years.
Historically, management assumed that customers on the private-club side of the locations were more satisfied than those on the public dining side. This logically made sense to them, because the two outlets share the same kitchen, menu, and wait staff. Sporadic mystery shops had borne out this hypothesis. The original locations utilizing this approach recently celebrated their 25th anniversary, so this approach was well entrenched.
Action:
1. MINDSHARE™
was installed to allow our client to get immediate daily input from
their customers. The point-of-sale receipt for each meal includes a
printed offer to call a toll-free number and receive an incentive. Customers
call the number, answer a few questions via the telephone keypad, and
receive a redemption code good for the next service.
2. In addition to the quantitative response, each customer also may leave a verbatim voice recording of their feelings about the service received. 3. “Alert” reports are triggered immediately to management when customers give negative responses. 4. Management is able to use quantitative survey responses AND have wait staff listen to the CUSTOMER’S OWN recorded voice to train them on appropriate practices. Customer experience feedback was recorded across a wide range of areas, along with overall satisfaction and intent to return.
Results:
After using Mindshare
for only two weeks, management noted that the public restaurant side
of the business was receiving higher scores than the private club. After
delving deeper into the problem, they determined that the private club
customers were paying for an exclusive service, yet they were receiving
the same food and service that the public-side patrons were receiving.
Chain management changed the menu and wait-staff procedures on the Private
Club side and the value perception scores immediately improved. “What
gets measured gets managed.”
Mindshare helped an experienced restaurant chain’s management group change the way they perceive their customer’s experience. For downloadable pdf copy, right click here and select "save target as". |
|
||
|
|||||
|
| restaurant
- call centers - retail - automotive - hospitality - travel - and more
 |
