AT THE HEART OF EVERYTHING
CASE STUDY - CUSTOMER FOCUS - ST AUSTELL
The managed house division of St Austell required a fresh approach to the customer service processes and standards to improve the customer experience and set benchmarks against which the service teams could be measured.
We were briefed to develop an in-depth approach to discover the reality of the then current service / customer journey and to use the results to help develop their service standards which would be launched as part of a launch programme with the site management teams before rolling out with their in-house teams.
What We Did
We visited all managed sites over a number of sessions and evaluated the service experience for drinks, food and accommodation where relevant. We used a combination of scoring and verbal comments but, most importantly, captured all experiences with photos and covert video footage of all significant transactions. We also highlighted areas for improvement, on pricing / presentation / marketing, for example.
We presented all the feedback directly to St Austell senior managers and created a dedicated session as part of the launch of the new customer service initiative. The video feedback was well received by the site managers who agreed that to see the experience directly from a customer view was extremely helpful.
The global feedback allowed for a consistent approach for measuring the teams on an on-going basis of mystery visits. It also highlighted general and site specific actions that were required to address urgent shortfalls in some areas and to celebrate some great examples.
The additional analysis allowed for improvements in the use of marketing materials, better pricing / margins on some ranges and opportunities to improve menu content and layout and more