How do catering hotels collect and obtain customer opinion information (1)

The collection and acquisition of information about customers' opinions in catering hotels plays a very important role and significance in improving the management level and service quality of catering hotels, meeting and exceeding customers' needs, and then achieving the business objectives of customer satisfaction and profit. Only by comprehensively, objectively and scientifically understanding the customer's opinion information can catering hotels truly understand and grasp the customer's needs and expectations, and it is possible for catering hotels to formulate service standards and service processes that meet the customer's needs and aspirations according to the customer's opinion information, and the customer's needs and expectations can be truly met and realized. The collection and acquisition of customer opinion information is the starting point of service quality management of catering hotels, and also the end point and goal of service work of catering hotels. Therefore, our restaurant must pay attention to the collection of customer opinion information and use various channels to get the opinion information we need from customers as much as possible. At present, there are two main channels for restaurants to collect and obtain customer opinion information, one is through external information sources, and the other is through internal information sources. What we are mainly discussing now are various methods of obtaining customer opinion information from external information sources of catering hotels and their advantages and disadvantages. Customer opinion collection method-customer opinion questionnaire is a widely used way to obtain information in catering hotels. The specific way is to put the designed consultation form for specific problems in the guest room or other places where guests can easily get it, and then put it into the opinion collection box set up by the hotel or give it to the assistant manager in the lobby. 1. The advantages of customer opinion questionnaire collection method are: 0? 1 Information is provided by customers voluntarily, which is a collection method with the least interference to customers. ? 0? 1 has a wide range of information collection, and almost all guests can easily get this form. ? 0? 1 Information can be provided by customers without any hotel staff, which is objective. ? 0? 1 The opinion collection table placed in the guest room often lists the main service items of the whole catering hotel and obtains a lot of information. 2. The shortcomings of the collection method of customer opinion questionnaire are: 0? 1 customers are so used to this way that some restaurants have a negative attitude towards customers' opinions, which greatly reduces their enthusiasm for providing opinions. ? 0? 1 Insufficient information acquisition depth. Because most customers can only draw a few hooks or crosses on the receipt, it is often difficult to further understand the feelings and thoughts of customers. ? 0? 1 For some information, especially information related to the service process (such as attitude), it is difficult to verify because customers often don't directly give the names of specific service personnel, or because the service behavior has become a "past tense". ? 0? 1 The accuracy and frequency of information collection are easily influenced by the mood of the guests. For example, customers often fill in the opinion collection form only when they are particularly dissatisfied or satisfied. Customer opinion collection method 2 telephone collection telephone collection can be used alone, combined with sales calls, or used to understand or clarify a special problem. Some calls are collected according to the designed questions, while others are more free and casual, such as the phone call from the general manager of the restaurant or the public relations manager to the old customers. 1. What are the advantages of telephone collection? 0? 1 If time permits, the relationship between customers and restaurants is good, so you can talk to customers about deeper issues and learn more about their ideas. ? 0? 1 It is more efficient and saves the collection cost. 2. What are the disadvantages of telephone collection? 0? 1 It is a big trouble for guests, and some customers may be impatient to answer collectors' questions. ? 0? 1 The accuracy of the collection is greatly influenced by the subjective desire and quality of the collector, which requires a higher ability of the collector. ? 0? Because 1 can only communicate by voice, sometimes it will misunderstand the meaning of the other party or not deeply understand the expression of the other party. Method 3: On-site visit, also called surprise visit, is to seize the short opportunity to meet customers and get as many opinions and opinions as possible. On-site visit is one of the most important ways for hotel industry to collect customers' opinions. A mature hotel manager should be good at seizing and creating opportunities and collecting on-site visits from customers. 1. On-site visit of special customers. ? 0? 1 Visit VIP guests on site during the welcoming ceremony; ? 0? 1 On-the-spot visits to major customers during a certain business period (such as courtesy visits by restaurant managers to major customers); ? 0? 1 Visit particularly sensitive people on the spot (some customers may pay as much attention to the quality of hotel service as the hotel itself, and the information sources are extensive and representative, such as conference organizers and tour guides. It is necessary and important to visit this kind of particularly sensitive people on the spot. )? 0? 1 Visit the old friends and customers I met in various business places. 2. Conduct field visits to different locations. ? 0? 1 Use the time when customers check in or check out at the front desk to ask a few short questions (at the same time, give some souvenirs or discounts to the customers who answer the questions. )? 0? The general manager of 1 chooses several rooms to visit guests with business cards and flowers every day; ? 0? 1 Ask for customers' opinions on the airport bus in catering hotels. 3. On-site visits at special moments. For example, customer complaint is a "special moment" in the service work of catering hotels. The staff of catering hotels should pay full attention to the excellent opportunity provided by customers for "home visit" and let customers speak freely with a positive attitude. 4. What are the advantages of on-site visit? 0? 1 The biggest advantage of on-site visit is that it takes place at the site of service and consumption, and customers are still very impressed with the service products, and they can often ask some important details that are usually ignored by us. ? 0? 1 Door-to-door visit is an important way to establish a long-term relationship with customers and maintain customer loyalty. Especially when customers feel that they have received special courtesy or the problems reflected by customers have been well solved. ? 0? 1 The manager's on-site visit to customers sent the clearest message to the staff of the restaurant: this restaurant attaches importance to customers and their opinions. 5. The difficulties and shortcomings of the on-site interview collection method are: 0? 1 The information collected during the field visit is not easy to save. Without a scientific information collection and feedback system, it is likely to disappear without a trace with the interviewer's forgetting. ? 0? 1 field trip is a way to communicate feelings if you master it well. If you don't have a good grasp, it is undoubtedly an interruption. Therefore, we must master the problem of "degree", pay attention to distinguish whether time, occasion, atmosphere and object are suitable for home visits, and grasp the time and measure of conversation. ? 0? 1 Field trips often cannot be collected comprehensively and profoundly due to time constraints. ? 0? 1 For the catering hotel industry, on-site visits often require a certain level of managers (sometimes even the general manager of the catering hotel) to conduct in person, which constitutes a kind of physical and psychological pressure for some managers who are busy with their daily work and are more accustomed to reading customer feedback reports, and sometimes even deliberately avoided by managers. The way to collect customers' opinions is that the catering hotel invites a certain number of representative customers to consult, discuss and discuss issues related to the products or customer needs of the catering hotel in the form of parties. When catering hotels use group discussions to solicit customers' opinions, they should generally combine other public relations activities, such as regular gatherings of VIP club members in catering hotels and holiday dinners, which should not be too serious. The store staff attending the party should be as familiar with the invited customers as possible, and don't forget to give gifts or souvenirs to the invited customers. 1, the advantages of group discussion set method are: 0? 1 Catering hotels and customers can have extensive and in-depth face-to-face exchange of opinions, and the obtained information is large and of high quality. Many customers know more about this industry than the managers of catering hotels, and they are rare mentors and friends of catering hotels. ? 0? 1 Forum is an interactive discussion between restaurants and customers, which is conducive to listening to suggestions from various angles. ? 0? 1 This method is especially suitable for consulting before the launch of new service products and service methods in catering hotels. 2. The defects of group discussion method are: 0? The organization of 1 is complicated and costly. ? 0? 1 There are high requirements for store personnel and customers involved in collection, and the collection effect is greatly affected by factors such as preparation and quality of both parties. ? 0? 1 The recording, induction and analysis of group discussions need to be highly professional and technical. Customer opinion collection method 5 mystery customer mystery customer method is another important method for catering hotels to obtain customer satisfaction information. The specific way is to invite professionals or experienced customers in the catering industry to spend in the catering hotel as ordinary customers, and give feedback to the store in the form of special reports on the problems existing in the products of the catering hotel. 1. What are the advantages of the mystery client method? 0? 1 mystery customer method is a comprehensive inspection and inspection of catering hotel service products by professionals with a professional eye. The results are comprehensive, objective and constructive, and can involve a large number of service details that cannot be obtained by other collection methods. A high-quality "guest experience report" is often worthy of the vigilance of restaurant managers who "don't know the true face of Lushan Mountain, but only live in this mountain". ? 0? 1 the biggest advantage of the mystery customer method is that it can ensure the authenticity of the collection. Because the catering hotel service personnel don't know who the mystery customer is, they won't deliberately disguise and cover it up, and the situation reflected by the collection is highly consistent with the daily quality of the catering hotel service products. ? 0? 1 The collector will provide a complete "experience report" to the competent department of catering hotels, and will put forward many professional evaluations and suggestions, which will provide valuable reference opinions for the catering hotels to carry out corresponding rectification and training, and evaluate the service quality of each department accordingly. 2. What are the defects of the mystery customer law? 0? 1 has a high collection cost. ? 0? 1 collectors often overemphasize professional vision and standards, and sometimes pay little attention to customer needs and the specific situation of the restaurant itself.