A business owner of several fast food outlets wanted to observe how his customers were being treated by his staff while he was away from his store. He asked us to install a digital cctv system into his store to keep a record of how his staff were behaving and how his customers were reacting to the service they were getting
The business owner had noticed that sales turnover had dropped in one of his outlets. He had worked hard at building customer loyalty and was disappointed that his customers seemed to be deserting him. His store staff told him that customer traffic had decreased and everybody was feeling the economic pinch. As a result sales were down. He planned to increase advertising in the area to address this problem.
After meeting with the business owner at his store and looking through his CCTV system recordings for customer buying patterns we found that his store management had been closing his store at about 7.30pm instead of the usual 9pm. It turned out that the downturn in sales was a direct result of this early closing and nothing to do with the economic downturn. Now the store owner can watch his store closing up via his remote viewing facility on his CCTV system and make sure his staff are doing what they are supposed to. This whole experience got me thinking about customer loyalty.
It seems that most people like to relax at home after work and prefer to have their fast food delivered. But if the store has closed early than the telephone would go unanswered and that would mean giving up on take outs for supper or taking a trip to the store - only to find it closed!
Now I'm faced with two alternatives. Buy from someone else or go home empty handed. What does this have to do with customer loyalty? Customer loyalty is directly related to the last experience the customer has with the respective supplier. If it's positive he will likely come back because a feeling of trust in service and product has been reinforce
However - if the experience has been unfavorable then the customer will question himself about repeating the experience. No-one wants to deal with a supplier who provides unreliable service or product. So the next time I'm given the job of getting fast food I'll look over my options - and the "early closer" is not going to be at the top of my list.
This means that another fast food outlet may take over my expectation of reliability and so becomes my first choice. You probably don't have a fast food take out joint but maybe you do have staff and offer a product or service to your customers.
Is your customer having a positive experience every time he elects you as supplier of choice? A CCTV system can help you audit that customer interface and either reinforce your peace of mind that all is well - or - point out that some attention is needed to some aspect of the business.
Learn more about cctv. Stop by Kevin Bauer's site where you can find out all about cctv system and what it can do for you.
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