| Total Marks | 20 |
| Starting Date | Monday, November 14, 2011 |
| Closing Date | Wednesday, November 16, 2011 |
| Status | Open |
| Question/Description | | Discussion Question: | | Sixer Fast Food has been working in Rawalpindi since 2006. It has 3 outlets in Rawalpindi that offer Pizza, Burger, Sandwich, Chips, Fried Fish, Roast Chicken and other fast food items. It has good word of mouth regarding the taste of items. Management of Sixer Fast Food promotes its products extensively through cable, television, radio, pamphlets, banners, and local newspapers. At the end of 2007, it realized that its market share was declining as compared to its competitors (KFC, AFC, McDonalds, and Pizza Hut). To increase the market share, management of Sixer Fast Food decided to decrease the prices (Cost leadership strategy). However, by the end of 2010, it again realized that its market share was still on the same place where it had been three years ago. Eventually in March, 2011; it hired the services of ABC Research firm to help out in identifying the major factors responsible for low market share. ABC Research firm conducted the survey from 300 customers and distributed the self-administered questionnaire to customers. Questionnaire covered whole theme of required research, for example taste, quality, price, location and customer services. ABC Research firm completed its research in October, 2011 and the findings of research indicated that customers were satisfied from the taste, quality, price and location of its outlets but they were not satisfied with the service standards offered at these outlets which they ranked as very poor. Now Management of Sixer Fast Food wants to build strong relationships with customers by providing better services. Requirement: Keeping in view the high quality services provided by competitors, how Sixer Fast Food can differentiate its services to delight its customers. Give strong reasons to support your answer. |
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Here are few points for guidance.
For improving your customer services, following points need to be considered :
- Customer education is key to managing customer expectations.
- Know how to say no.
- Exceeding customer expectations for customers who have problems improves loyalty.
- Make it easy to complain.
- Understand what customers want.
- Maintain a one-on-one relationship with customers
- Choose a simple, single message, e.g. reflective listening
- Communicate the Customer Service Message
- Set clear boundaries of what each department is responsible for with regards to its customer interactions.
- Under Promise and Over Deliver
- Develop a greater insight into where you are now and where you can get to, by inviting Customers and Staff opinion.
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Regards, Misbah Yousuf
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