Marketing book related?

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.



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.



Please explain this in 500 words.Marketing book related?
Excellent customer service can create loyal customers for life who are willing to refer your business to friends, family, and colleagues.



Providing customer service starts with a genuine desire to delight your customers, but you also have to think beyond selling your product or service. You need to consider the cumulative experience your customers have when they visit your store or website, what they think and feel, and what you can do to make it better.



Here are nine ways you can start to create a pattern of excellent customer service in your business.



1. Know Your Product/Service



In order to provide good customer service, you need to know what you're selling, inside and out. Make sure you know how your product or service works. Be aware the most common questions customers ask about your products, and know how to articulate the answers.2. Be Friendly



As they say, customer service starts with a smile. When you are in a face-to-face situation, a warm greeting should be the first thing your customers see and hear when they ask for help. And even when handling customer service requests via telephone, a smile can come through in your voice, so make sure you're ready to be friendly.



3. Say Thank You



Gratitude is memorable, and it can remind your customers why they shopped at your store or hired your company. Regardless of the type of business you have, saying thank you after every transaction is one of the easiest ways to start a habit of good customer service.



4. Train Your Staff



It's important to make sure all of your employees, not just your customer service representatives, understand the way they should talk to, interact with, and problem solve for customers. Provide employee training that gives your staff the tools they need to carry good customer service through the entire customer experience.5. Show Respect



Customer service can often involve emotions, so it's important to make sure you and others you have handling your customer service tasks are always courteous and respectful. Never let your own emotions overtake your desire to see your customer walk away happy.



6. Listen



Listening is one of the simplest secrets of customer service. Listening means hearing what your customers are saying out loud, as well as what they are communicating non-verbally. Watch for signs that they are displeased, as well as what say to you directly.



7. Be Responsive



There may be nothing worse than non-responsiveness to a customer who is trying to get help, resolve an issue, or find out more about what you're selling. It's important to respond quickly to all inquiries, even if it is only to say you are looking into the issue and will be back in touch. Some response is always better than none so the customer doesn't feel ignored.



8. Ask for Feedback



You may be surprised what you learn about your customers and their needs when you ask them what they think of your business, products, and services. You can use surveys, feedback forms and questionnaires, but you can also make it a common practice to ask customers first-hand for feedback when they are completing their orders.Marketing book related?
Look at improving customer service levels, understand what qualities competities have that rate them higher and try and conform to them.