Customer Loyalty Begins With Meeting Customers’ Needs Even If They Are Contrary to the Strategic Plan
Customer Loyalty Begins With Meeting Customers’ Needs Even If They Are Contrary to the Strategic Plan
P.F. Chang, an upscale Chinese franchise restaurant, designed a business model that did not include take out food. In fact, take out was actually discouraged until management changed its customer service policies in recent years. This change of including take out food has resulted in 13% share of the restaurant’s sales without the benefit of marketing. One of the problems from this customer service change is that current restaurant design must be altered to increase kitchen space for take-outs.
Another restaurant that realized to improve customer service by building customer loyalty was Outback Restaurant. In 1994, one local franchise owner located near Orlando, began to his own curb side service by blocking off parking and assigning hostesses to take the food to the hungry customers sitting in their cars. Now 13 years later, curbside service has grown to 12% of annual sales compared to 3% just 10 years ago. Today’s goal is to increase this revenue stream to 15%. Other traditional dine-in restaurants have adopted the curbside customer service from Applebee’s to Don Pablos.
Probably, the best example of meeting customers’ needs are the drive ins for McDonald’s and other fast food restaurants. These businesses saw that many of their customers were ordering food for take out at the counter and then made that experience much easier by building drive through lanes.
When companies positively react to meeting the customers’ needs, customer loyalty is strengthened and ultimately revenues increase. However, when companies ignore customers’ needs, the opposite happens. Customers now look for other businesses to meet their needs and may never return.
The lesson to be learned here is to be ever vigilant to meet your customers’ needs and not allow your current strategic plan or policies to dictate your course without considering the customers’ needs. Sometimes, these needs may not be met, but they should always be considered especially if you use customer surveys. Just remember how you felt when someone asked you for your feedback and then you did nothing. Doing nothing drives customers away and does not build customer loyalty.
Take the time to review your strategic plan to make sure it will take you where you want to go.
Customer Loyalty Begins With Meeting Customers Needs Even If They Are Contrary to the Strategic Plan - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Want loyal customers? Then you must begin with putting them first and policies second. This paradigm shift may fly counter to the current strategic plan or desires of the C-Level executive team. Recent reports show exactly how by simply responding to customers’ needs can increase revenue and growth the bottom line.
P.F. Chang, an upscale Chinese franchise restaurant, designed a business model that did not include take out food. In fact, take out was actually discouraged until management changed its customer service policies in recent years. This change of including take out food has resulted in 13% share of the restaurant’s sales without the benefit of marketing. One of the problems from this customer service change is that current restaurant design must be altered to increase kitchen space for take-outs.
Another restaurant that realized to improve customer service by building customer loyalty was Outback Restaurant. In 1994, one local franchise owner located near Orlando, began to his own curb side service by blocking off parking and assigning hostesses to take the food to the hungry customers sitting in their cars. Now 13 years later, curbside service has grown to 12% of annual sales compared to 3% just 10 years ago. Today’s goal is to increase this revenue stream to 15%. Other traditional dine-in restaurants have adopted the curbside customer service from Applebee’s to Don Pablos.
Probably, the best example of meeting customers’ needs are the drive ins for McDonald’s and other fast food restaurants. These businesses saw that many of their customers were ordering food for take out at the counter and then made that experience much easier by building drive through lanes.
When companies positively react to meeting the customers’ needs, customer loyalty is strengthened and ultimately revenues increase. However, when companies ignore customers’ needs, the opposite happens. Customers now look for other businesses to meet their needs and may never return.
The lesson to be learned here is to be ever vigilant to meet your customers’ needs and not allow your current strategic plan or policies to dictate your course without considering the customers’ needs. Sometimes, these needs may not be met, but they should always be considered especially if you use customer surveys. Just remember how you felt when someone asked you for your feedback and then you did nothing. Doing nothing drives customers away and does not build customer loyalty.
Take the time to review your strategic plan to make sure it will take you where you want to go.
Customer Loyalty Begins With Meeting Customers Needs Even If They Are Contrary to the Strategic Plan - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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