Hotels improve profitability, these strategies are immediate
The ultimate goal of every enterprise’s financial statement analysis is to make profits, but where do the profits come from? By increasing product prices? By enhancing product value? By improving marketing capabilities? Or by reducing production costs? Maybe each company has its own different answer, but don’t forget in the service industry: profits are drawn from the pockets of customers, and customers are the fundamental condition that determines corporate profits. Doing good customer service can double your profits.
Where does the profit come from? Of course from the customer. Customers are the ultimate source of corporate profits. But how to get the source of this profit? The premise is to make customers happy with your product. However, product homogeneity has become the biggest criticism of customers for products at present. When the products are similar, only the packaging is different, which one will consumers choose? Obviously, the one with a good attitude and guaranteed consumption will be chosen. What does a good attitude and consumption guarantee reflect? Isn’t it just service. Therefore, “service” is an important part of the enterprise’s profit model. More than 20 years ago, a group of experts from Harvard Business School summed up a theory of service profit chain through multi-party research, which is defined by Chinese-style management: “service profit chain”. Make employees motivated, and then achieve the process of making employees be good to customers, making customers experience good, and then getting loyal customers to consume again, and by the way, let customers help their enterprises to carry out word-of-mouth promotion, and finally make the enterprise a process of profiting.
01
good staff
The service of Haidilao, a well-known catering brand, is second to none in the industry. Let’s see how they serve their employees first: in terms of employee benefits, the accommodation and living conditions of employees are unmatched by their peers, and they live close to the storefront. It only takes 20 minutes to walk to the residential buildings. There are special people to take care of them in life, and there are special people to clean and tidy up the rooms. The annual cost of each branch only for staff accommodation is more than 500,000. Moreover, as soon as a new Haidilao employee arrives at his post, the store manager will personally serve him, bring him to meet other employees, and even help him buy daily necessities, take him to the dormitory in person, and help him cook meals in person. The new employee has worked in many places, and he has never met an employee who treats him so well. I am very moved. If the staff is moved, will they not pass the emotion on to the guests?
Let the staff be moved first, and then pass this feeling to the guests. The evaluation of Haidilao store managers is mainly based on two core evaluation indicators, one is employee satisfaction and the other is customer satisfaction. This shows that employee satisfaction is very important. These, etc., fully reflect Zhang Yong’s idea of humanized service. In his view, only by serving the employees well can the customers be better served. It is hard to imagine that if a company glares at its employees every day, reprimands them severely, and cannot eat well or live well, all they can do is to think about how to make their life better, how to make every one of them better. Month to get the salary as soon as possible, and have no time to take into account the feelings of customers, no intention to manage the survival and development of the enterprise. If you do it well, you won’t get a corresponding reward. If you do it badly, it’s a big deal. If you do it again, you may find another kind boss. Everything is irrelevant to them, how can they expect them to have a good smile on their customers and good service?
Customers come to consume to seek a sense of comfort and superiority. After spending money, it depends on the cold face of the waiter. Will they come again next time? Certainly not. No matter how delicious the food, no matter how elegant the environment is, no matter how good other conditions are, you must think about it carefully. Therefore, serving employees well is the first step to making profits.
02
Serve customers well
Service is heart-to-heart communication. Whether we serve our customers with sincerity or not, the customers know it very well, they can feel it. Service to be sincere, only willing to pay. The premise of being willing to pay is to be satisfied first. “Equivalent exchange is the basic rule of business. Why should I be willing to pay? Can I get anything in return?” This is the common psychology of most employees.
When the employee is satisfied, how does he repay the boss and the enterprise for his efforts? That is to do your job well. For the employees of catering enterprises, their main responsibility is to serve customers and make them satisfied. The way to satisfy customers is actually very simple. Just like what Zhang Yong of Haidilao said, spend more time with smiling faces, sweets in mouth, diligent hands and feet, and better service attitude. However, in order to repay the high-quality “service” given to them by the company, employees unconsciously pass on their experience of humanized service to customers, and learn to give more care and considerate service to customers. , a more sincere smile, more careful work preparation, and more. They let customers feel the extra effort made to them, making them not only satisfied, but also moved.
For example, once, I went to Haidilao for dinner. The waiter serving at my table was about to get off work. Before leaving, he brought the waiter who took over to me and told me: Mr. Yi, I’m going to get off work, this is my colleague so-and-so, and he will serve you next. If you need anything, just talk to him. Say, he is here the same as I am here. Hope you have the opportunity to come again next time.
Then he turned around and told his colleague: Mr. Yi will be handed over to you, you have to take good care of Mr. Yi. After the explanation was over, he finally said goodbye to me and left.
What does this example show? It’s about being attentive and responsible. This waiter did not leave immediately when the work was handed over, but handed over his customers to the next person with confidence, and put forward requirements for him to serve customers well, which is to remind each other, but also a kind of mutual supervision, In order to ensure the continuation and inheritance of service quality. They also embody the service spirit of 60 seconds of attentiveness as long as they are on duty for one minute. And this is exactly what many of our enterprises and employees of enterprises should learn from.
03
Every customer is a business opportunity
For a restaurant, if there are no customers, it means that there is no profit. The ability to retain customers is obviously the key to determining how much and whether they are profitable.
Once, when I went to Haidilao to eat, there were a lot of people, so I had to wait in the waiting area. But after waiting for half an hour, I started to get anxious, and just wanted to leave, when a young shoe-shining guy next to me came over and said, “Hello, sir. Can I help you polish your shoes?” I see He was full of spring breeze, embarrassed to refuse, and said yes. So I sat down again and accepted the boy’s shoe shine service. While shining my shoes attentively, a group chatted with the guests: Sir, what’s your name?
I replied: surnamed Yi.
The young man said: Mr. Yi, you are very welcome. When you were about to leave at the elevator entrance, guess why I took the initiative to invite you back and help you polish your shoes?
I asked: why?
The waiter replied: In fact, if you left just now, you would have left too. For our hot pot restaurant, we just lost a customer, and it doesn’t matter to me. It has nothing to do with me if you leave. With so many people queuing every day, there is really no shortage of guests like you.
Then he changed the conversation and said: Mr. Yi, do you know what the service culture of our restaurant is?
I’m really surprised to hear this. I asked him: what is it?
He replied: Mr. Yi, our service culture is just one sentence, conveying a touch. When you are moved, will you still go?
From the answer of the waiter, we can see that the employees of Haidilao have deeply understood the connotation of service. This service culture not only allows employees to move customers as a means to retain customers, but also inadvertently become a means to retain profits. Service is to convey a touch to the guests. When the guests are touched by you, that is when you keep the guests. Once the customer stays, it is equivalent to keeping the profit. On the contrary, every time a customer is lost, it means the loss of corporate profits. This is the cleverness of Haidilao. You know, isn’t every cent of profit created by the support of every customer? Haidilao can do it, why can’t so many companies do it?
04
concluding remarks
When we retain customers through high-quality and moving services, if customers choose to visit again, what will they bring? Is it merely the profit generated by his personal consumption? No, it’s a business opportunity. Because every customer has his own personal circle and his own large or small network, what does this mean for catering companies?
It means that everyone has the possibility to bring people in his circle of contacts and relationships to dinner. When he spreads his satisfaction to his friends, when he tells others about his feeling of being served, will others be affected and will they bring their friends here for dinner? This is the hidden opportunity.
One customer is one business opportunity, so what about 10 customers? It is 10 business opportunities, and 100 customers is 100 business opportunities. And so on, what does it bring to the enterprise? is a bigger opportunity. What are the bigger business opportunities? It is the profit generated by the final consumption here. Customers continue, business opportunities continue; business opportunities continue, profits will continue to flow.