The difference between a satisfied and a loyal customer
A satisfied customer is a customer who goes out and who has had a good experience. Your concept and your propsition are important to him. However, more than 60% of satisfied customers go to aone of your colleagues with a similar concept and propsition, if the propsition is better.
A loyal customer is different: he is your ambassador. Someone who has had an excellent experience and would like to share this with others. He comes back again to have that experience again. The details make sure that his experience is excellent.
The value of a loyal customer is much higher than that of a satisfied customer.
But how do you turn a satisfied customer into a loyal customer? What are those details that make the difference?
Some say that a loyalty card is the solution: one that gives you a discount if you come more often. They call that a loyalty program. I do not agree with that. Yes, satisfied customers may come more often, but are they therefore more loyal? They will switch just as quickly as another is cheaper. Moreover: a loyalty card can be copied and therefore does not make the difference that you want to make.
The implicit expectation of your customer
I believe loyalty is in living up to the implicit expectation of the customer.
That implicit expectation means that you have your affairs in order. That the kitchen or the store is clean. That the food is well prepared. That the toilets are clean. That there is no mold in the cooling. That the potato bags do not stand out.
Customers subconsciously pick that up and register it. And they respond.
The inspection results of the regulator indicate that more than 50% of the companies are not in control, in particular in the area of hygiene and in the field of temperature control.
These companies face the challenge to keep customers happy, let alone turn them into loyal customers.
Yet it is not that difficult if you do the right things, if you work according to the HACCP guidelines, and you are pro-actively involved. If you assume that everyone knows what to do, and that everything is going well, you take a lot of risk. Continuous focus on HACCP is essential for realizing that implicit expectation.
How do you ensure continuous focus?
Tip 1. Make sure your administration is in order every day
This is essential because only then will you have an overview and can you make adjustments if necessary.
Tip 2. Tell your team that your HACCP is important
Your team only does what you think is important. If you have little or no attention to hygiene or the kitchen, and you assume that everything will be fine, then it runs away. Because cleaning is not fun, let alone recording it.
Tip 3. Automate as much as possible
Your business runs on people. And people make mistakes. Do not write down or misinterpret a temperature properly. Automation prevents errors and saves time. Time that is then spent on customers.
Tip 4. Give the results back to your team on a daily basis
With feedback you create awareness with your team and you increase involvement. This translates directly into the quality of their work
Tip 5. Make sure you have the right tools
Most companies print out their registration forms and have them completed. This seems cheap but that is a misconception. The costs are in checking the forms. They are often unreadable, they are prone to errors and fraud, and checking takes a lot of valuable time. And therefore money.