Casual Dining Chain Case Study_VoC_PeopleMetrics

8/4/2019 Casual Dining Chain Case Study_VoC_PeopleMetrics

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Case Study

Chain Restaurant Leverages Voice of the Customer Soluon to Make

Great Service Contagious

R


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CASE STUDY

Copyright 2011 PeopleMetrics Inc

Service Inspired Restaurants

, with casual dining

concept restaurants operating in the US and

Canada, strives to deliver engaging guest

experiences through outstanding service. While

food and atmosphere must be great in any

restaurant, leadership of this organization

understands that exceptional service is essential

to building the emotional connection required for

superior levels of Guest Engagement.

An objective of the organization is to make great

service contagious by weaving the Voice of the

Guest into daily operations. By tapping into the

very human need for recognition and approval,


is aiming to drive

higher levels of performance from its people

every day.

The Challenge

In the fiercely competitive, low-margin business

of casual dining, Service Inspired Restaurants

needs to increase same-store-sales without

significantly increasing food costs or prices.

The Approach

By partnering with PeopleMetrics to create and

host receipt-based surveys, Service Inspired

Restaurants

was able to append rich POS

(Point of Sale) data into the survey database,

including the specific servers name.

In each survey, we ask guests if during their lastvisit their server did anything deserving of

recognition. If the guest says yes a Server

Recognition Alert is emailed in real-time to the

respective restaurant manager, and

Chain Restaurant Leverages Voice ofthe Customer Solution to Make GreatService Contagious

Smart VoC Motivates Employees

ABOUT Client:

INDUSTRY: Casual Dining

HQ: Toronto, Canada

Locations: 50 Restaurants

GOAL:

Improve customer service

Quantify the value of customer service

vis--vis retention

APPROACH:

Use continuous customer feedback to

weave the Voice of the Customer into

daily operations

RESULTS:

Brand Ambassador Program raised

outstanding service (Recognition Alert)

incidence six points in one year

Projected gain in revenue attributable

solely to improved customer service


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CASE STUDY


simultaneously loaded into an easy-to-use online

Alert Management dashboard.

Every day servers are exposed to guest

feedback, both good and bad. While critical

feedback can serve to guide future actions,

accolades of excellence also become powerful

motivators for other team members who see their

colleagues being recognized for going above and

beyond for guests.


managers often

share Guest comments from Recognition alerts

at staff meetings, or post them in the restaurant's

break room. One manager planned a special

event for the first server to reach 100Recognition alerts. The survey and alert process

facilitates a meritocracy where restaurant guests

can call attention to the strongest servers. This

kind of Recognition inspires better customer

service by setting off a chain reaction of

enhanced motivation.

The Results

Recognition Breeds Recognition: Alerts

Jumped Nearly 20%

We helped this restaurant chain not only

measure, but also manage server behaviors and

attitudes. When hopes of a larger tip are not

enough to go above and beyond in delighting a

guest reinforcing the tip incentive with a desire

to be the most Recognized Server can add an

element of fun and pride to the job, helping to

cure simply average service.

Across the first 8,000 guest surveys collected

over the first few months of our VoC (Voice of the

Customer) program, the Recognition Alert

percentage hovered around 34%. That is, about

one in three guests recognized their server for

delivering great service.

Across the second 8,000 guests, with sufficient

time for line managers to not only monitor, but

actively manage those servers struggling togenerate Recognition Alerts, the Recognize Alert

incidence rose to near 40%, a statistically

significant six point jump (18% increase relative

to the starting point).

Server Recognition over Time

Guest comments illuminate the specific behaviors

that engaged them. Often we see guests citing

genuine and authentic conversation, real

smiles, and servers going the extra mile to

ensure a comfortable and memorable dining

experience:

I was inquiring about a drink and my husband

saidgo ahead it's your birthday. When we werefinished eating she sang happy birthday. Littlethings like that may keep a customer comingback

Our waiter went out of his way to make sure mydaughter and her little boy were happy with their

34%

40%

1st 8,000 Guests Next 8,000 Guests

Server Recognition %

Service Excellence Chain Reaction

I give extra

effort to be

recognized

as well

I earn a

Service

Recognition

Alert too

Colleagues

motivated to

earn

Recognition

Customer

praise of

server is

shared

Making GreatService

Contagious


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CASE STUDY


food. He even brought extra croutons for thebaby

Analysis Reveals Relationship betweenRecognition and Repeat Visits

Guests who recognize their server for providing

an excellent experience are much more engaged

than their non-recognizing peers 83% vs. 65% -

an 18 percentage point difference.

Using multivariate regression analyses to look at

the relationship between Guest Engagement and

Guest Loyalty as measured by frequency of

annual visits, we conclude that this boost to

Guest Engagement will lead to an increase in the

number of guest visits. In other words, Service

Inspired Restaurants

is aiming to boost its

bottom line one Recognition Alert at a time.

PeopleMetrics surveying and reporting platform

helps us to monitor, act and drive improvements

in our guests experience. However, it is their

engagement expertise and the insight that

PeopleMetrics brings to the table regarding

guest engagement drivers, best practices, and

business-focused analysis that makes them

such a valued partner to Service Inspired

Restaurants.

George Kakaletris, VP of Marketing & Branding


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Interested in test driving the Voice of the Customer soluon that helped

Service Inspired Restaurants achieve these results?

Email us at:

[email protected]

Documents

Casual Dining Chain Case Study_VoC_PeopleMetrics