Last updated on
2024年5月8日
How do you leverage customer service and loyalty as a competitive advantage and a source of differentiation?
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The first step to leverage customer service and loyalty is to understand your customers' needs, preferences, and expectations. You can use various methods to gather feedback, such as surveys, reviews, social media, or direct communication. By listening to your customers, you can identify their pain points, satisfaction levels, and suggestions for improvement. You can also segment your customers based on their behavior, value, or loyalty, and tailor your service and offers accordingly.
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Leveraging Guest service and Loyalty - - Reading the Guest is imperative and plays a crucial role to stay ahead in the curve, one should understand the psychology of the Guest, their needs, wants, preferences and expectations. - Depending on the demography and behaviour of the Guest, services rendered could be tailored and improvised diligently. - Listening to the Guests pertinently, empathising with them, is utmost important to let them feel cared for. - Offering complimentary meals or discounting certain desserts could be beneficial to acquire, engage and retain Guest. - Participating proactively on social media platforms to check the Guest feedback and suggestions and providing them with an optimum solution.
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One of the greatest ways is to use the tickets, where you can find patterns to help you understand their preferences. For example, you can see if every time they purchase a certain product, they also take another one. So it could give ideas about their preferences and consumer behaviour. With how they behave, you can start doing actions aimed at those behaviours. For example, special discounts when purchasing a particular product, cross-selling or upselling or even knowing what kind of products to promote at certain hours.
The second step to leverage customer service and loyalty is to deliver consistent quality across all aspects of your restaurant. This includes your food, ambiance, staff, hygiene, and safety. You need to ensure that your customers receive the same high standards every time they visit your restaurant, regardless of the time, day, or location. You can use quality control systems, training programs, and performance reviews to monitor and improve your quality. By delivering consistent quality, you can build trust, reputation, and repeat business.
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The first way to achieve this is to have a defined quality standard. So everybody is aligned on what needs to be completed every day. From this, specific actions will come naturally, such as cleaning tables after clients leave or helping disabled people with their orders automatically and which position should be doing that. When having these standards and procedures in place, consistency will come easier and help you to build on top of more actions to increase your standards over time.
The third step to leverage customer service and loyalty is to create memorable experiences for your customers. You can do this by adding value, personalization, and emotion to your service. For example, you can offer complimentary items, discounts, or rewards to your loyal customers, or customize your menu, seating, or music to their preferences. You can also use storytelling, humor, or surprise to create positive emotions and connections. By creating memorable experiences, you can enhance customer satisfaction, loyalty, and word-of-mouth.
The fourth step to leverage customer service and loyalty is to encourage feedback and referrals from your customers. You can do this by asking for their opinions, ratings, or testimonials, and responding to them promptly and professionally. You can also invite them to join your online community, newsletter, or loyalty program, and share your content, offers, or events with their friends and family. By encouraging feedback and referrals, you can increase customer engagement, retention, and acquisition.
The fifth step to leverage customer service and loyalty is to innovate and adapt to changing customer needs and market trends. You can do this by researching and analyzing your competitors, industry, and customer behavior, and identifying new opportunities, threats, or gaps. You can also experiment with new products, services, or technologies, and test their feasibility, viability, and desirability. By innovating and adapting, you can stay ahead of the curve, differentiate yourself from the competition, and attract more customers.
The sixth step to leverage customer service and loyalty is to measure and improve your performance and results. You can do this by using various metrics, such as customer satisfaction, retention, lifetime value, loyalty, referrals, or revenue. You can also use tools, such as dashboards, reports, or analytics, to track and visualize your data. By measuring and improving, you can evaluate your strengths, weaknesses, opportunities, and challenges, and make informed decisions and actions.
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Pour mesurer et améliorer il faut partir avec des bons indicateurs à suivre. Le CA ne suffit pas, le TM ne suffit pas. L’aisance à la vente, l’engagement de l’équipe sur l’expérience client, ce sont d’autres KPI situés plus haut sur la cha?ne de valeur et dont l’analyse permet des apprentissages bien plus riches et structurels.
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Understand that not all of your customers are the same. Some will never sign up for your loyalty program but are still important to reach to come in for a visit once a month or so. Others will be heavy users and your job will be to increase visits and spend per visit.
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