Great customer service creates high customer satisfaction. A Highly Satisfied
Customer will produce 1,800% more revenue
than an Unsatisfied Infrequent Customer. See Charts below.
Two key elements of great customer service are Speed and Accuracy.
Your customer orders can be delivered with Maximum Speed and Accuracy by the
combined experience of our research studies, field trials, and programming skills. See also our Order Entry Study.
To achieve high customer satisfaction you must provide great customer service.
You must know your service is optimal rather than just think you are doing it right.
For you to know you must have the tools to gauge both service and satisfaction.
Customers can be ranked in one of these 4 categories.
- Dissatisfied
- Infrequent
- Satisfied
- Highly Satisfied.
The Unsatisfied Customer
Dissatisfied customers typically will never order from you again. Usually due
to a service mishap, product quality problem, or for no fault of yours. Maybe
they didn't like the type of of food, the location, or whatever. It's a good idea,
if possible, to identify the problem so you can implement policies and procedures to produce
fewer unsatisfied customers in the future. These
customers are identified by being a one time customer or very infrequent.
The Infrequent Customer
The Infrequent Customer is not so dissatisfied they will never come
back but are not all that thrilled by their experience with you to fall
into the Satisfied category. They will order again but not very often. This is
an important group to watch. Because they will be back you have another chance to
kick them up a notch or two.
The Satisfied Customer
These are the customers most restaurateurs strive for. Their goal is to have all
satisfied customers. Why? Because they are unaware of the highly satisfied customer.
They have no idea what a highly satisfied customer is and what it means to have highly satisfied customers.
If you want to be successful in the food service business you must work hard to
generate highly satisfied customers. Anything less is mediocrity.
The Highly Satisfied Customer
The Highly Satisfied Customer. This is the Gold Patron. This is the customer
you must strive for. Why? Simple. They spend more per order, they order more
frequently, they refer new customers, and they remain a customer much longer.
They become a zealous advocate of your business.
Why The Highly Satisfied Customer
In a Harvard Business School Study that 62% of sales comes from 21% of customers rated Highly Satisfied as shown in Exhibit 1.
Also the Harvard Study found the Satisfied Customer spends
$3.50 for every dollar the Infrequent Customer spent over the customer lifespan.
However it was found the Highly Satisfied Customer spent $18.00 or 1,800% more as shown in Exhibit 2.
