1 Session 7 Mr. Erin Vik is the Food and Beverage Manager at Hilton Omaha. Due Date for Withdrawal = 8/7 Due Date for Course Evaluations = 8/9 Turn in.
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Session 7 Mr. Erin Vik is the Food and Beverage Manager
at Hilton Omaha. Due Date for Withdrawal = 8/7 Due Date for Course Evaluations = 8/9 Turn in Outline or Brain/Idea Maps Discuss Chapters 10 – 12 Seinfeld clip – if time allows One Minute Paper #7 Assignment #7
Session 7
Mr. Erin C. Vik
Director of Food and Beverage
Hilton Omaha
1001 Cass Street
Omaha, Nebraska 68102
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Session 7
Follow up from last session http://careerlink.com/job/view/2740_001776
Best of Omaha
http://bestofomaha.com
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Session 7: Ch 10
Exceed Expectations with Value: Build Customer Loyalty with A+
Perceptions of Value
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Session 7: Ch 10
What is A+ Value?
Perceived value Value is individual and personalized. A customer’s sense of the quality of a
product or services relative to its cost. Examples: camera and lawn mowing
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Session 7: Ch 10Create an Enhanced Sense of Intrinsic
and Associated ValueIntrinsic value
Core product or service Is it durable? Does it do the job it is supposed to do?
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Session 7: Ch 10Customers are Expecting More
Associated (or extrinsic) value Value that is not at the core of the product
or service Value that is associated with the service
or product Remember value is perceived that varies
from customer to customer
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Session 7: Ch 10Associated (or extrinsic) value
Packaging Warranties or guarantees Goodness of product fit Memorability of product experience Credibility Uniqueness and shared values Add-ons
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Session 7: Ch 107 Ways to Enhance the Perception of Value1. Build A+ Value with Packaging
Would you buy an item if it was out of the box? Would you buy an item if its box was clearly
opened? Little things make a difference Put new student information in MCC folder
Ex. Ordered CD and the artist signed it and gift wrapped it
2. Build A+ Value with Guarantees or Warranties
Consider a lifetime warrantee versus a specific time limit Ex. Feel more confident when Tires Plus backs up
product/service
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Session 7: Ch 107 Ways to Enhance the Perception of Value3. Build A+ Value w/ Goodness of Product Fit
“One-size-fits-one” – Personalization Ex. My insurance company asks what my needs are, and
we put together a combined package – plus multi-line discount
4. Build A+ Value with Memorable Experiences Ex. The Columbia Restaurant makes sangria right at the
table – becomes a show – customer knows it is fresh
5. Build A+ Value with Uniqueness and Shared Values
Ex. Vet also helps the NE Humane Society
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Session 7: Ch 107 Ways to Enhance the Perception of Value
6. Build A+ Value with Credibility (Trust) Ex. BBB member / Best of Omaha Winner
http://bestofomaha.com
7. Build A+ Value with Add-ons Ex. Dept store gave no-slip sticker to put on the soles
of heeled shoes for free
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Session 7: Ch 10
Final ThoughtRemember that it goes
back to the little things that make a difference.
Customer perception of value is key
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Exceed Customer Expectations with
Information
Session 7: Ch 11
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Session 7: Ch 11
Communicate in ways that more timely, clear, interesting, or
creative than customers anticipate
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Session 7: Ch 11E-Commerce
Pizza delivery – “Pizza Tracker” – 40 seconds Customers want prompt responses to their inquiries Inform internal customers (company employees) to
be in on communication. Keeping them informed makes them feel involved in their company.
Ex. Buying online – UPS – track items Ex. Candidates want to track status of app.
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Session 7: Ch 11Producing A+ Information
Information Hand-holding Media Selection Message Clarity Information Accessibility User Groups
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Session 7: Ch 11 Information Hand-holding
While e-commerce is growing, customers may not feel as comfortable with online transactions and may prefer to search for the information online and then do business in person.
Be willing to work with customers through the online transactions by keeping them informed of their status.
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Session 7: Ch 11 Media Selection
How will a business communicate information to its customers? Manual VHS/DVD recording Online tutorial
https://angel.mccneb.edu/default.asp FAQs online Face-to-face
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Session 7: Ch 11 Media Selection con’t Communication efficiency
ratio of the costs of communicating relative to the # of people reached by the message
Communication effectiveness is achieved by: received by the right people understood remembered used
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Session 7: Ch 11 Message Clarity
How clear are a business’ messages to customers? Phone bills or doctor bills have
been cryptic Watch out for:
Abruptness in tone Clichés or jargon Stock #s or abbreviations Don’t appreciate Not offering alternative
solutions to problems Not providing reasonable
explanations
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Session 7: Ch 11 Message Clarity con’t
Customers don’t always absorb all information in one time
Repetitiveness
Multiple means of communication Words Graphics Charts Outlines Sound
Use clear signs and labels with graphics
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Session 7: Ch 11 Create User Groups & Classes
User groups and classes allow customers to connect with one another and with the business
Examples include: Craft workshops at Michael’s Brix offers classes on wine
selection Internal customers may share
best practices Listservs
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Session 7: Ch 11 Final Thought
Find ways to exceed customer expectation – ways to surprise
people with even better, clearer, more timely, and more interesting
information.
This creates customer loyalty.
Session 7 – Seinfeld clip
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Exceed Customer Exceed Customer Expectations with Expectations with
Convenience Convenience and Timingand Timing
Session 7: Ch 12
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Customers want products and Customers want products and service NOW and EASYservice NOW and EASY
Businesses need to be receptive to Businesses need to be receptive to this while still providing quality this while still providing quality workwork
Session 7: Ch 12
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Avoid the trap of Avoid the trap of over-promising and over-promising and under-deliveringunder-delivering
Getting a job done “soon” is relativeGetting a job done “soon” is relative
Examples:Examples: Waiting at a doctor’s officeWaiting at a doctor’s office Utility company says a rep will be there Utility company says a rep will be there
between 6 hoursbetween 6 hours
Session 7: Ch 12
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Let’s look at ways to produce A+ Let’s look at ways to produce A+ convenienceconvenience
Session 7: Ch 12
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1.1. Seriously regard customer’s time and Seriously regard customer’s time and convenienceconvenience
2.2. Consider the use of Consider the use of virtual waitingvirtual waiting techniquestechniques
3.3. Make it easier for customersMake it easier for customers4.4. Offer “once and done” serviceOffer “once and done” service5.5. Offer ancillary serviceOffer ancillary service
Session 7: Ch 12How to Give A+ Convenience
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1.1. Seriously regard customer’s time and Seriously regard customer’s time and convenienceconvenience
2.2. Consider the use of Consider the use of virtual waitingvirtual waiting techniquestechniques
3.3. Make it easier for customersMake it easier for customers4.4. Offer “once and done” serviceOffer “once and done” service5.5. Offer ancillary serviceOffer ancillary service
Session 7: Ch 12How to Give A+ Convenience
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1.1. Tell them when the service will Tell them when the service will be done and beat it!be done and beat it!
2.2. Customers don’t always know Customers don’t always know how processes work or how long how processes work or how long they take – educate them they take – educate them professionallyprofessionally
3.3. Products put together are Products put together are convenient because customers convenient because customers don’t have to shop for each don’t have to shop for each componentcomponent
Session 7: Ch 12Seriously Regard Customer’s Time & Seriously Regard Customer’s Time &
ConvenienceConvenience
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NO ONE LIKES TO WAITNO ONE LIKES TO WAIT
1.1. Plan for peak timesPlan for peak times Have adequate staffingHave adequate staffing
Holiday timesHoliday times After work – grocery storesAfter work – grocery stores
2.2. Plan for slow timesPlan for slow times Early bird specialEarly bird special Two Times TuesdayTwo Times Tuesday
Session 7: Ch 12Virtual Waiting TechniquesVirtual Waiting Techniques
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3.3. Distract/Entertain customers who Distract/Entertain customers who are waitingare waiting
Appetizers – free breadAppetizers – free bread TVTV MagazinesMagazines WiFiWiFi
Session 7: Ch 12Virtual Waiting TechniquesVirtual Waiting Techniques con’t con’t
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Reduce repetitive paperwork for Reduce repetitive paperwork for customerscustomers
Have data inputted onceHave data inputted once Simplify formsSimplify forms
Are they all really necessary?Are they all really necessary? Allow customers to fill out Allow customers to fill out
paperwork in advancepaperwork in advance
Session 7: Ch 12Make Things Easier for CustomersMake Things Easier for Customers
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Take responsibility for meeting Take responsibility for meeting needs and reducing customer needs and reducing customer inconvenience.inconvenience.
Example: Ritz-Carlton HotelsExample: Ritz-Carlton Hotels Staff person sees to it that the Staff person sees to it that the
customer needs are met – even if not customer needs are met – even if not in the departmentin the department
Session 7: Ch 12Create “Once and Done” ServiceCreate “Once and Done” Service
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Make it a one stop shop experienceMake it a one stop shop experience Hy-VeeHy-Vee
PharmacyPharmacy Nutritionist on staffNutritionist on staff Wine and SpiritsWine and Spirits BankBank US Post Office siteUS Post Office site Dry cleaningDry cleaning Dining area with TV and WiFiDining area with TV and WiFi RedboxRedbox Recycle cans and bottles - IowaRecycle cans and bottles - Iowa
Session 7: Ch 12Offer Ancillary ServicesOffer Ancillary Services
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Customers love businesses that Customers love businesses that exceed what they anticipate.exceed what they anticipate.
Remember the “Little Things” make Remember the “Little Things” make a differencea difference
Anticipate what the customers needAnticipate what the customers need
Session 7: Ch 12Final ThoughtFinal Thought
Session 7
Read Ch 13 & 14 Assignment #7 OMP #7
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