Businesses spend endless dollars on advertising to attract customers.
Not enough time and effort are spent on delivering the best customer experience.
During a meeting today with the owner of several "Five Guys Burgers And Fries" restaurants, he shared with me a program that all Five Guys locations participate in. Each store is "secret shopped" twice a week. Once during the day and once in the evening. Each store is scored on the total customer experience. From greeting to food delivery time, cleanliness, quality of the product and more. Three pages of criteria. 100 points are available. The top store in each region gets a significant bonus if they win the week. It's shared exclusively between the crew members that worked during the evaluation.
A significant portion of the franchise's advertising and marketing budget is earmarked for this program. This makes perfect sense because all of the advertising in the world is useless if you do not deliver a wonderful customer experience.
From how the phone gets answered to the follow up after the sale, how are your potential customers being treated? Are you missing opportunities to sell more to your customers that come in?
Have your business evaluated objectively.
Make any needed changes.
Watch your advertising suddenly work better and your profits improve.
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