BUAD Business Situation: Customer service being poorly rated on social meda. Foo
ID: 367350 • Letter: B
Question
BUAD Business
Situation: Customer service being poorly rated on social meda. Food Kitchen, Inc. is having trouble with customers giving them a poor rating on FaceBook and Yelp. They almost have as many 1-star ratings as they do 5-star ratings on their FaceBook page. The Yelp reviews for many of their restaurants are also very poor. Customers are complaing about missing food items. Popeyes really wants to improve its reputation, how can it go about doing so?
As a solution of this problem, I already make steps:
1) Make sure both parties really understand the issue.Very often, customers’ complaints on social media are not exactly clear or they don't tell the whole story. On Yelp! and Facebook, the social media manager, or the community manager should interact with the negative posters and ask questions to better understand the real issue and possibly avoid assuming.
"Let me understand what happened. If I got it correctly, ...."
"Just for the sake of clarification, ...."
If the customer has perfectly clearly identified and explained the issue this step is not necessary.
2) Empathize like "I am sorry to read about your experience here at Food Kitchen"
3) Analyze, report, and feedback the issue internally. Make sure that the management is aware of the key issues with the products or the services and that there is a plan to fix them.
4) Communicate on our action like "We believe this issue will be fixed within a couple weeks and you'll never experience it again" or "Thanks again for bringing it up to help us serve you better."
5) Compensate. If it makes sense or if it is possible, consider a financial compensation in the form of a store credit or partial/full refund: "We are deeply sorry about what happened and take responsibility on us. Please contact XYZ at 123xxx xxxx with code X and we'll refund you for X. Please accept our apologies and thanks again for having used our services."
6) Create and deploy a customer survey. It should include both issue detection and positive customer testimonials. Use the critics to improve the products and services, and use the positive comments as testimonials.
ONLY for those clients who gave a positive feedback, send them a link at the end of the survey to review on FB, and Yelp. This way your positive reviews will necessarily grow.
7) Encourage and incentivize positive reviews: Offer discounts for reviews (no need to ask for "positive" reviews, they’ll be positive when it is motivated with a discount or a bonus)
8) Always ask for a review. At the end of any interaction, whether in-person or digital, ask the client for a review: "Did you like our service? Please review us here (link)"
9) Win a prize. Create fun games and lotteries, and to play, the user has to review us on Yelp or Facebook
"Review us on XY and take a chance to win a trip to Paris"
10) Train our customer service and any customer facing rep to all the above, and make sure they practice these best practices.
My questions:
For each step (1 - 10 above),
a) How much time will it take to implement the step of this solution?
b) When should I move onto the next step?
c) why does it take this amount of time to complete this step of the solution?
Explanation / Answer
As per the question, answers to ‘a’ and ‘c’ are provided simultaneously and ‘b’ is provided after that. I am assuming that BUAD business is having many fan followers in the social media and lot of complaints and issues are mentioned in these media.
For each step, the timings are provided as follows:
Step 1: Responding to all the complains and positive feedbacks will take time, but if we employ two to three persons it will take 1 week.
Step 2: 1 week as empathizing will be done in the previous step.
Step 3: Analysing, reporting and providing feedback will take 15 days’ time as in the first week will be devoted to collect feedbacks and then reporting and categorizing data will take 1 week.
Step 4: Communicating the actions for the issues will take 15 days as management will decide after report-making of all issues.
Step 5: Compensating will take 15 days as deciding on the extent of return whether a partial or full refund will depend on management.
Step 6: As the review is not good and customers inflow will be less, so it would take 4 weeks’ time to get reliable data via customer surveys. Creating survey will take 3-4 days and then getting a minimum 100 or 200 customers survey could take 3 weeks’ time.
Step 7: Providing discounts and offers can be done after customer survey feedback in 7 days.
Step 8: Asking for review can start after analysing data i.e. Step 3 as we have concrete feedbacks from social media. It will take IT department maximum 2 days if it was done by online ordering and if restaurant service then with the bills you can provide a tablet in which the customer can feed data immediately.
Step 9: This can take 15 days to think about the fun games and lotteries as it will take IT department people some time to create new games.
Step 10: Training employees for better customer service and grievance handling will take 2 weeks. It will take some time as the training programs will be evaluated and trainer arrangement, making employees ready for the training will take some time.
Step 1, 2 and 3 can start simultaneously on day 1 but step 3 will end after 2 weeks. Step 4 needs to be started after 2 weeks from the start date. Compensating the customers can start after analysis and reporting i.e. Step 3 and simultaneously Step 4 and 5 can be done in 15 days’ time. Step 6 can be done after 4 weeks of time from start date and after Step 4 and 5. Step 8 and 9 can be started soon after Step 3 (reporting and analysing). Again Step 10 should be started after Step 3 as ongoing customers should not face troubles.
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