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Customer Recovery - For Crew
Customer recovery is defined as satisfying unhappy customers and getting their business back before they go to your competitors. Losing customers is usually caused by three common mistakes: delivering poor quality, service, or cleanliness (QSC), ignoring customer feedback, and mishandling customer complaints.
Learn to view complaints as gifts and an opportunity to keep customers’ business.
It is a second chance to satisfy an unhappy customer.
It is a chance to build a one-on-one relationship with your most valuable customers. By handling the complaint quickly and effectively, you can recover the customer, and will find out who he or she is. In the future, you can greet that customer by name.
Effective complaint handling is a proven way to build restaurant sales and transactions. Customers whose complaints have been handled quickly and efficiently usually maintain or increase their frequency of restaurant visits and have greater brand loyalty than before they had a problem.
Listening to complaints is a great way to learn about problems you can fix.
Common Customer Complaints
McDonald’s has identified the most common customer complaints:
Rude, uncaring, or unprofessional managers and crew members
Inaccurate orders (wrong or missing products)
Incorrectly prepared products
There are several reasons why silent complainers do not complain.
They feel the restaurant is too busy to bother with them.
They dislike confrontations.
They do not think complaining will do any good.
They may have used the Drive-thru and find it inconvenient to complain.
Identifying Unhappy Customers
Recovering a dissatisfied customer can have a significant impact on a restaurant’s top-line sales. Be aware of your customers’ actions and reactions, and interact with them to get feedback on their visit. The following is a list of ways you can help identify unhappy customers.
Talk to customers in the lobby and dining room and ask about their meal and overall experience.
Look especially for people who appear unhappy. When you spot them, ask specific but friendly questions about the food and the service.
Look for uneaten food left behind. It is often a sign of dissatisfaction.
65% of restaurant business is in the drive-thru. Make it right by watching for customers not leaving the drive-thru window until they have checked their order, suggesting concern their order is not correct.
Be aware of customers walking into the restaurant with a bag. When you see this, own it! Approach the customer and ask how you can help.
Some customers might call the restaurant to share a problem, so consider training your crew to handle issues appropriately over the phone. Make sure the phone is answered and calls are returned in a timely manner.
If you see things that need to be addressed, make it right on the spot.
Recovering Unhappy Customers in the Restaurant
It all starts with being accessible and believing your customers!
Follow the “Four Steps” for recovering dissatisfied customers in person: (L)isten, (A)pologize, (S)olve and (T)hank
Do not interrupt or become defensive.
Let the guest express his or her concerns.
Make eye contact.
Nod your head to show you are listening.
If necessary, check your understanding by repeating back the main issues as you understand them.
Show concern and sincerity in your body language and tone of voice.
Make eye contact.
Apologize sincerely (“I am sorry for the wait. I will see what I can do to speed up your order.”)
Solve the problem/make it right
Satisfy the guest on the spot if you can.
Clearly state the action you are going to take or involve the guest in the solution by giving them alternatives.
Check that the guest is satisfied with the action you are going to take.
If necessary, follow up with your manager to make sure future guests are satisfied.
Thank the guest
Thank the guest for bringing the problem to your attention (“Thank you for bringing this to our attention. I am sorry for the delay. I appreciate your patience. Enjoy your evening.”)
If the customer becomes upset
Contact the manager if the customer becomes upset or angry while you are trying to help them.
"You seem to be upset, I will get my manager right away"
Your Role in Customer Recovery
You have been entrusted with the Quality, Service and Cleanliness of our restaurant. You have the ability to turn a customers bad experience into a great experience. It is never OK to be rude to a customer even if they are being rude to you. If you find yourself getting defensive it is time to get the manager involved.
All customer issues should be handled quickly and without hassle for the customer.
Test Your Knowledge
What are the 4 steps to customer recovery
Listen, Apologize, Solve the Problem / Make it Right & Thank the Guest
Apologize, Give them what they want, Thank Them, Refund their money
Listen, Ask for their receipt, Double check with a manager, Thank them
Tell them that was what they ordered, roll your eyes, walk away from them & Complain about them
Who should handle customer complaints
Only the Manager
Refer them to the 800#
Crew Trainer or Higher
What should you do when you Appoligize
Use Humor and joke about the problem
Make eye contact
Look disinterested so they don't take advantage of us
Blame them for ordering wrong
What should you do if the customer becomes angry or upset
Respond in kind
Let them know you will get a manager right away
Try to talk them down
What can you do to help avoid having dissatisfied customers
Look and act professional whenever you are in Uniform and on McDonald's property
Double Check orders before presenting them to the customer
Use Ask, Ask, Tell to make sure the order is accurate
Follow proper procedures in the restaurant
All of the Above
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