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
8/4/2019 Casual Dining Chain Case Study_VoC_PeopleMetrics
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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,
Service Inspired Restaurants
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
8/4/2019 Casual Dining Chain Case Study_VoC_PeopleMetrics
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CASE STUDY
Copyright 2011 PeopleMetrics Inc
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.
Service Inspired Restaurants
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
8/4/2019 Casual Dining Chain Case Study_VoC_PeopleMetrics
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CASE STUDY
Copyright 2011 PeopleMetrics Inc
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: