Customer relationship management

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Business success requires insights as to their likes, dislikes and how these change over time. Ability to understand customer needs determine how you attract, retain customer and profitability. http://bit.ly/ZSJiQh

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Customer relationship management

  1. 1. Customer Relationship ManagementFood Beverage Manager
  2. 2. Product-consumer relationship Determine promotional channels Estimate profitability Plan product launch Offer product & appraise performance C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 2
  3. 3. Customer Relationship Management C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 3
  4. 4. Customer process C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 4
  5. 5. Sales promotion Increase average spend & therefore sales revenue Invigorate slow-moving product(s). Influencing impulse purchasing in a certain fashion. Amalgamating items for sale. Attracting attention to the business in slower months. The celebration of special event(s). Adding variety & interest to bars, restaurants and so on. Establishing or enchaining awareness in potential customer’s minds of the business & products. Stimulate purchasing by facilitating communications of product/business features and benefits. Positive altering customers; opinions and attitudes. Informing in order to entice business. Increasing product / service profile. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 5
  6. 6. Merchandising Identify real opportunities to promote sales. Recognise & promote customer benefits Maximise the value of sales. Appeal to the senses and the customers’ identification of self.To achieve this1. Start to appeal to more customers.2. Charge existing customers more money.3. Spur existing customers to spend more money.4. Invest what is sold with culture cachet and clearly expressed benefits. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 6
  7. 7. Merchandising approaches & sample outcomesMarketing approaches Sample outcomes• Marketing Identifies demand with the ultimate aim of expanding the customer base by creating & keeping customers.• Advertising Attracts the customer through visual merchandising, sensory merchandising & service merchandising.• Selling Through point-of-sale & active promotion of product.• Profitability Ensures business success & strengths & prolongs the life cycle of the business.• Perception, experience & mood staff Recognising that no two people are the same recognising of immediate needs through perceive stimulus differently at differing times. reading the guest• Design Building strong emotional and psychological links between the business environment & the customer. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 7
  8. 8. Merchandising approaches & sample outcomesMarketing approaches Sample outcomesPersonality – traits, behaviours & Recognition of customer traits orexperience making the customer characteristics reflected backdistinctive & unique ensuring the customer realises they are in the right environment.Emotional value & connectivity Ensures customer are valued & have an orientation with the business’ success.Customers satisfaction & self- Ensures the continuation of theactualisation need process and meets the customer’s esteem needs (rising from notions of ‘wise choice’ & other positive character elements. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 8
  9. 9. Creative merchandising Aromas Audio visual displays Bulletin / blackboards / floor stands Directional signs Displays of food & drink  Trolleys (sweet, liqueurs and so on)  Buffets / salad bars  Self service counters – bar displays, flambé work & so on Drinks mat & place mats Fascia boards Illuminated panels Other customers’ food & drink Posters Production area being able to be seen Tent cards Using service storage, as for instance, in wine racks, as part of the design concept. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 9
  10. 10. Staff training – to understand andsupport customer profile The nature of the demand being met The people & organisations buying the product The frequency of their custom Their use of other business and why Their use of disposable income Their desire to express their unique Identity Their desire for greater variety tailored to their individual needs C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 10
  11. 11. Optimising human resources Intrinsic ability to help people.  Inner genuineness & ability to satisfy the needs of others.  Willingness to learn.  Sense of urgency. Compensation. Rewards. Recognition. Challenged & motivated through opportunity. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 11
  12. 12. Staff Motivation Factors Achievement Recognition Work itself Responsibility Advancement Company policy & administration Supervision – technical Salary Inter-personal relations – supervision Working conditions C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 12
  13. 13. Possible outcomes at workIntrinsic outcomes Extrinsic outcomes Self-respect  Pay  Status within company Sense of achievement  Fringe benefits Feeling of having  Pleasant working earned something conditions Feeling of having done  Variety something worthwhile  Praise Feeling of having  Promotion contributed something  Move to different work necessary to an enterprise  Free time Fatigue  Social punishment  Loss of pay C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 13
  14. 14. The psychological contract C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 14
  15. 15. Factors affecting the strength of the link between effort and performance C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 15
  16. 16. The relationship between thefactors affecting motivation C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 16
  17. 17. Developing a teamParticipation Delegation Consultation  Quality of the result Consent  The ability of the Consensus individual  Your relationship  Time C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 17
  18. 18. Staff TrainingTraining – systematic development of people To increase the quantity & quality of output by improving employee skills. To reduce accidents. To increase the return to the employee in personal rewards, increase pay, recognition & other benefits which the employee wants from the job. To make the operation more profitable by reducing the amount of equipment and material required to produce or sell in a given unit To make it possible for the supervisor to spend less time in correcting mistakes and to spend more in planning. To minimise discharge discharges because of inadequate skills. To improve morale & achieve a more satisfactory working environment. To enable new employees to meet the job requirement & enable experienced employees to accept transfers, adapt to new methods, increase efficiency and adjust to changing needs To encourage willingness loyalty, interest and the desire to excel. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 18
  19. 19. A training need is present whenthere is a gap between The knowledge, skills and attitudes displayed by people in their jobs. The knowledge, skills and attitudes needed for them to achieve the results the job requires both now and in the future. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 19
  20. 20. Advantages of training programme Standards of performance required being identified. Improved ability or staff Availability of a means of measuring ability More efficient working Clearer responsibilities (communication channels between individuals’ are clearly understood) C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 20
  21. 21. The role of the manager in training Ensure that staff are competent to carry out the duties required or them. Ensure that legal & company requirements are met (tor example, no staff under 18 to use dangerous machinery). Develop & tram staff as required Develop existing staff to train others. Identify training needs of staff now and in the future. Develop the necessary skills in order to achieve the points made on the advantages of well produced training programmes. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 21
  22. 22. Staff selling skills Sound product knowledge Competence in technical skill Well-developed social skills The ability to work as part of a team C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 22
  23. 23. Staff competencies Ability to describe food & drink on offer in a informative way & also in such a way as make the product sound interesting & worth having. Use opportunities to promote specific items or deals when seeking orders from the customer. Seek information from the customer in a way that promotes sales. For example, rather than asking if drinks are required with the meal ask which drinks are required with the meal. Use opportunities for the sale of additional items such as extra garnishes, special sauces or accompanying drinks such as dessert wine with sweet course. Provide a competent service of the items for sale and seek customers’ views on the acceptability of the food, drinks & the service. C A Bird - F&B Manager Tel: 0203 011 5863 Web: http://bit.ly/VW9X07 Page 23

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