To Achieve An Improved Customer Service
Table of Contents
Business proposal for restaurant to achieve an improved customer service. 3
Category to category consideration. 11
Conclusion and Recommendation. 13
Memo
To: Professor Raymond Lacina
From: Xinbo Huang
Subject: Memo of transmittal for achieving an improved customer service
Date: 1st August 2016
In regard to the approval of my research on 7th of July 2016, I have carried through my research and I have evaluated on the need for change in the rendering of customer care services in Empire restaurant. I have analyzed on the different criterions such as time, cost, efficiency and consequences of implementations so as to come up with the best solution for the restaurants.
Based on the findings and the categorical considerations I have concluded that teamwork is the most essential solution that is cost effective and efficient in its implementation and it will help the restaurant to continually improve. I have recommended for management support and motivation system that will help in the implementation of the solution.
Regards,
Xinbo
Recommendation report
Business proposal for restaurant to achieve an improved customer serviceExecutive summary
Harrisburg has got very few Chinese restaurants few restaurants in the area. Empire restaurant is one of the restaurants that are found in that locality and it offers both the traditional Chinese dishes as well as Japanese sushi. T he restaurants has however been performing so poorly since it has not been offering quality services to their customers and thus making their customers feel unsatisfied and also uncomfortable. This has negatively affected the restaurant's performance and has resulted in the reduction in demand as customers are fewer in numbers. This report will thus present and discuss the major problems facing the restaurant, the background of the problem so as to understand the root cause of the problem thus enhancing proper suggestion of solutions and recommendations. The paper will also discuss several changes that will occur in the organization as the different audiences will be affected by the changes in the entire organization and the different criterions that will be implemented so as to suggest the different solutions to the restaurants’ problems. It will also discuss the different solutions that will involve the changes in the communication skills, the employees’ perceptions and the change in restaurants management. Finally, the paper will evaluate all the solutions provided through comparisons of each solution so as to come up with the best solution that the restaurant will be able to adopt so as to increase their performance. A conclusion will be made from all the proposed solutions and a recommendation will be given at the end of the paper.
Background of the problemEmpire restaurant is outstanding amongst all the other surrounding Chinese restaurants near it hence it has a potential of doing quite well in the business. However, the restaurant fails to offer best operations that include the customer care services that are offered towards the customers.
The company thus does not offer their customers with the best atmosphere that they can enjoy and be proud of. This has resulted in them losing most of their customers to the other restaurants and thus they are unable to develop, grow and expand. This has also resulted in a loss of their ability to compete with others in the business. There is so much failure attributed by the various human resources such as the customer care service desk, the waiters, the supervisors and the gatekeepers. Some of these staffs fail to use proper communication skills or instance they fail to show interest to the customers even as they speak to them. They fail to use etiquette words and they even forget to introduce themselves even at the arrival of these guests. They are at times discourteous and they use gesture even when they are talking to their customers. The restaurant serves a wide range of customers and especially during extreme weather changes there are so many customers who come in the restaurant for lodging facilities. They are to blame for the poor performance of the restaurant as the customers feel unappreciated and uncomfortable as they believe that the services ought to be better and worth the amount of cash that they pay for the services. There are numerous disagreements between the staffs and the customers due to the poor level of services and the late deliveries and thus resulting in a poor rating of the restaurant and little recommendations from customers to other potential customers. This has slowly led to the customers getting angry to a point of not even coming back to the restaurant. Though the restaurant is offering all the other operations quite professionally such as the availability of quality foods and rooms, the restaurant is failing on this department of customer care services and thus something must be done to rectify this. Therefore, it is important to implement and adopt changes in the operations of the restaurant starting from the human resource improvement so as to be able to achieve their goals and objectives to themselves and to their customers.
Close attention must be paid to these weak internal points that are gradually affecting the business so as to enhance strong personal touch with the customers’ needs and wants while it is fully utilizing its market potential so as to obtain high sales and maximization of profit.
Criterion usedThere are some requirements that are needed when choosing the solutions that will be applied in the restaurant. These criterions will help in the evaluation process where there will be measures that will be used to evaluate them. The criterion to be used for the selection of the solutions in the restaurant involve the time that will be used, management and team support, cost of implementing these solutions effectiveness of these solutions, the capability of the restaurant to solve the problem, the root cause of the problem, value of the customers, consequences of the solutions and the ease of implementation (Cook 2004).
In this case, the use of customer satisfaction surveys is one of the criteria that can be used so as to determine the type of solution to apply in the restaurant to aid in its improvement. This will enable the restaurant's management to be able to determine what the customers think of the restaurant thus helping the restaurant to be able to change on their services so as to be able to receive good ratings from the survey (Cook 2004). The survey will enhance the restaurant to be able to determine the immediate complaints that need to be corrected first and this will enhance the restaurant to be able to gradually improve their operations. This will thus allow them to be able to k now in which position they are in the market thus allowing them to be able to be able to improve their services so as to be competent in the market.
This mainly can be accessed through an online platform where the customers are able to give back their feedback thus allowing the restaurant to be in a position to be able to change their services to suit their needs thus satisfying their needs. This will give a good insight on the restaurants need to make better customer-related decisions.
The decision matrix is another criterion that can be used by the restaurant o as to evaluate a list of solutions that they need to implement in the business. This is important as it will enhance the restaurant to be able to narrow down its solution options to only one best solution that will enhance the restaurant to achieve its success (Chow et al 2007). Brainstorming as a group of managers in the restaurant with the involvement of the customers will enhance the restaurant to be able to take the best decision on the best solutions to adopt and implement fully. Discussion and refinement of the list of criteria that have been used in the selection of solutions so as to identify some of the criterions that ought to be included in the solutions while the unimportant solutions are not implemented. Assigning of weight on the different solutions is important as it will help in the selection of the most important criterion. Evaluation of each chosen solution against the criteria is important as it will assist the restaurant management to understand and identify which problem needs to be addressed first (Cook 004).
SolutionsThe way the employees conduct themselves is quite important and this starts from the entrance to the dining experience. The restaurant should, therefore, employ professional employees who are capable of offering quality services to the customers. To reduce the cost of employing all new employees the restaurant should offer training to the employees in the restaurant so as to ensure that they are pro-efficient in their line of work.
This will ensure that they are able to speak fluently and audibly so as to enhance proper communication between them and the customers. They should also be able to express themselves well using the appropriate facial expressions such as smiling to the customers so as to be able to offer them a friendly gesture and a warm welcome. They should be able to greet their customers the moment they arrive at the restaurant and not just saying it but enhancing it through the physical appearance and the body language so as to enable the customer to experience the good customer services. A good integration of words and body language will enable the employee to keep on smiling as the actions have a more impact than the words. The employees should also be able to disrupt appropriately and to use respectful words in their conversations with the customers as they listen intently. They should also be well conversant with the menu of the restaurant so as to enable them to be able to answer any form of question or inquiry that the customers may have. Repetition of words is important so as to ensure that the customers have gotten the menu and the details of the restaurant so as to be able to feel comfortable. Etiquette and fast delivery of services are also quite relevant in the restaurant as this will help reduce any delay that may occur. The restaurant should also ensure that they have a high capability of solving customer related problems including their complaints. This will ensure that the customers are pleased as their problems are solved speedily sand satisfactory. Maintaining of eye contact is important even while apologizing to the customers for the problems that they might have faced in the restaurant. This will ensure that they leave the restaurant happy and satisfied despite their shortcoming.
The restaurant needs to analyze the problems that they are facing in their organization by getting to know their customers and their needs and collectively understanding all their expectations once they visit the restaurant.
The restaurant ought to be customer centric and in doing this, all the restaurant's services and operations should be geared towards satisfying the needs of the customers.
Analysis process in the restaurant ought to be a daily routine where the manager in charge should ensure that the restaurant’s physical layout so as to be able to view the restaurant as to be able to identify any problem that may have occurred in the restaurant (Han et al 2009). This will enhance the easier flow of vehicles in and out of the restaurant thus ensuring that there s no traffic that may cause a delay in the restaurant. The manager should also ensure that they supervise the internal operations of the restaurant, for instance, they may supervise the way the customers are handled at the entrance from the gate and at the customer care desk. They may use observation method so as to be able to determine whether the hosts and the hostesses are welcoming, helpful and effective and friendly as well. They should also ensure that they visit the tables so as to view how the waiters are operating and serving the customers. Finally, the manager may decide to conduct a survey where he may ask some few customers on the feedback basing on each step of their experience in the restaurant. This will thus enable the manager to identify the areas that need to be improved thus making the atmosphere of the customers to be more relaxed and more comfortable. In doing this, the manager will be able to find solutions to these issues that affect the customer services and if the problem is bigger they can be able to communicate with their superior solutions to be reached (Evans 2016).
Development of teamwork is another important solution in the restaurant since it will enable all the employees to work together. This will enable them to have shared values as well as collectiveness towards achieving all their objectives. This will enable them to support one another even in times of unexpected occurrences they will be able to perform well since they will have gotten used to pulling all of their resources together.
This will thus require the management to spend considerable time with the workers so as to develop strong team spirit and also they are expected to lead as examples (Evans 2016).
Meetings will, therefore, be part of the restaurant as it will ensure that all the employees are aware of the restaurant’s objectives and it will also allow them to understand how they are supposed to conduct themselves towards attaining these goals (Kusluvan 2003). They will thus be able to help one another thus appreciating the different employees in varying positions and hence encouraging them to perform well and to participate in satisfying the customer’s needs. Involvement of the employees in the decisions of the restaurant will enable them to feel wanted in the business and thus they will be loyal and committed hence unifying them. This will thus ensure easier coordination of all the personnel’s that are involved in the offering of services to customers (Granberg 2006).
Follow up is important so as to ensure that the employees are keeping track of the daily operations of the employees. This helps the employees to work together to maintain and achieve the level of service that the customers expect as the managers will be present to witness that all these activities are fulfilled. The wait staff mainly acts as the direct line to the restaurant; hence they should be trained on how to focus on the customers and how to listen carefully to the customers so as to be able to communicate to them effectively. This will also include asking for feedback from the customers and enquiring for areas of improvement and continually appreciating the customers so as to be able to develop the loyal client base. This is because customers are usually happy when they are appreciated and they mostly remain loyal and always refer others to the restaurant thus acting as the best marketing tool that the restaurant can use (Kusluvan 2003).
Category to category considerationThe time that will be used in the implementation process of all the solutions that are given to improve the restaurant's performance is more. However, the result from the time that will be taken by the operation will be worth that time. Time is a factor to be considered before the implementation and adoption of the solutions and the lesser the time taken in this process the higher the chances of improvement in the restaurant. Training of employees and the employing of new employees, for instance, will take a considerable amount of time to be able to see the changes in the customer service delivery (Evans 2016). However, after the duration, there will be continual improvement in the restaurant and this will enable the restaurant to be competent in the Hampshire region. However, long-term solutions may not be important in the restaurant's customer services since this is a day to day operation and there are emerging issues each and every new day in the industry. It is thus important to adopt those solutions that do not consume much time and those that ensure that the immediate problems are solved or improved.
Management and team support is another criterion that is important in the selection of problem solution (Evans 2016). Some of these solutions require so much of the managerial support so as to improve the restaurant's performance. However, other solutions require much of team support in the restaurant. In this case, both supports are essential but the team support is the core improvement that is needed in the restaurant setup as it will enhance all the employees to work in unity so as to ensure that the customers’ needs and wants are satisfied.
The cost of implementing these solutions effectiveness of these solutions is another factor that needs to be evaluated thoroughly before implementing any of the suggested solutions. Any solution that will cause the restaurant to incur a considerably large amount of expenses should be avoided.
However, those that incur small amounts such as teamwork solutions are highly encouraged as they will help the restaurant to save on the cost for more important operations in the restaurant.
The capability of the restaurant to solve the problem which involves the solving of the root cause of the problem is relevant as it will ensure that the restaurant identifies that the root cause of their problems is the internal sector thus they will be able to re-organize their structure so as to be able to solve the immediate problems.
The value of the customers is the most important criterion as it will enhance the restaurant to measure the value that they hold for their customers. Basing on the restaurant’s objectives, those solutions that bring about valuing of customers will be given priority while those that are centered on the restaurant itself will have to be ignored for the future (In Khanlari 2015).
Consequences of the solutions are another criterion that helps in reducing the list of solutions. When there are negative consequences such as the sacking of the old employees who are already familiar with the restaurant's operations will cause other losses to the restaurant. Thus those solutions that have positive influence to the restaurant are the most appropriate ones to be implemented and adopted.
The ease of implementation will enable the restaurant to determine which solution is easier and fast to implement. Thus the restaurant will definitely use those solutions that are fast, efficient, Feasible and effective so as to be able to adhere to the customer related problems effectively without having to wait for so long. Complex and unpromising solutions will not be used as they require more time of evaluation and implementation.
Conclusion and Recommendation
Basing on the evaluation from the above section it is quite clear that customer care service is a problem that cannot be ignored as it is negatively affecting the business thus making it difficult for the Empire restaurant business to fail in achieving greater profits. Thus it is important that diverse solutions be implemented in the restaurant so as to solve all these problems so as to continue developing and expanding.
Therefore team management is one of the solutions that has proven to be cost effective, with reduced time of implementation, effective to all ranks in the restaurant, has considerably great results and it involves just a simple rule of team support. As the employees, managers and the gatekeepers collectively work together, there will be unity amongst them and they will all work towards making their customers’ needs being fulfilled satisfactorily. Role models will be existent among them while coordination will be good hence ensuring those customers are happy. It is thus recommended that the restaurant’s management should offer these employees support that they need acting as role models to them and ensuring that they are happy so that they can be able to transfer that happiness to their customers.
References
Chow, I. H. S., Lau, V. P., Lo, T. W. C., Sha, Z., & Yun, H. (2007). Service quality in restaurant operations in China: Decision-and experiential-oriented perspectives. International Journal of Hospitality Management, 26(3), 698-710.
Cook, S. (2004). Measuring customer service effectiveness. Burlington, VT: Gower.
Evans, J. R. (2016). Quality and performance excellence: Management, organization, and strategy.
Granberg, B. J. (2003). Increasing restaurant sales: Boost your sales & profits by selling more appetizers, desserts, & side items. Ocala, Fla: Atlantic Pub. Group.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
In Khanlari, A. (2015). Strategic customer relationship management in the age of social media.
Kusluvan, S. (2003). Managing employee attitudes and behaviors in the tourism and hospitality industry. New York: Nova Science Publishers.
