Case Study #2 May I Take Your Order? ou are the new public relations and marketing coordinator for a onal chain of upscale restaurants. Your manager has told you that he wants you voi see that needs to be changed. you just let me know.” he has told voil. We have so much competition now that minor problems can cost us thousands of dollars a year.” involved in all phases of improving the business. “Anything ou To begin your research. you call several of your restaurants in dif- ferent parts of the country to ask general questions. You do not say who you are or that you work for the company The first thing you notice is that the method of answering the telephone varies a great deal from location to location. Some people are abrupt, while others are polite. When you ask about reservations, you notice a variance in policy among different restaurants. Some hosts are very accommodating, while others bluntly tell you they do not take reservations. At most of the locations, you have trouble hearing because of all the background noise. You also notice that some representatives are cager to tell you about their daily specials, but other representatives have no knowledge of the daily specials Answer the following questions pertaining to options you may l. What additional research would you conduct? . What kinds of employee orientation and training programs would you suggest the company develop o would you explain the importance of these oricntation and ning programs to corporate headquarters and local managers tr ou would you prove the worth of these programs once they start?

1) I would create a research questionnaire to be answered by customers from these different restaurants that talks about the service, reservations and their experience and their expectations. I would also find out the walk in’s and sales data as well as sale per customer data. All these when combined will give the co-relation of poor sales to its poor customer service or reception.
2) I would suggest to develop a Basic and an advanced orientation program, where the basic orientation program would be for ALL, giving them introduction about the Organization, Business, Policies, mission and overall Vision and its practices. And an advanced Orientation Program for all who directly engage with customers. In this Program i would bring in Uniformity in service and policies.
3) I would explain the using the data i had gathered, to explain them that Poor customer service will lead to poor sales. And if you need to develop a Brand value for the restaurants, then they should be same everywhere not only in Logo but also in service and explain how important it is to treat customers with utmost respect and politeness.
4) I would then take out a similar questionnaire with additional research questions on customer service and improvements, which i would get filled by the customers in various restaurants and then again compare with the sales figure and take an internal customer vs employee satisfaction survey to measure the effectiveness of these programs.
 
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