First of all, divide the customer base, who is our customer.
All Italian coffee shops, no matter how they operate, need a stable consumer, which may include students, people who shop in grocery stores, or people who eat. Everyone who comes into contact with coffee shop employees-employees' parents, friends or other relatives and friends, business partners, and even coffee shop suppliers are potential customers. No matter what kind of customers, this group must be stable and can accept the concept of espresso.
Circle a place that may become a business place in the future, count the customers there, chat with nearby shops, understand the situation there, when the traffic is heavy, which days are busy and the general passenger flow trend, go for a walk with the coffee shop that is about to open, and analyze the guest situation of the well-run merchants.
Don't set your goal below what you think you can achieve. Usually, if you plan less, you will get less. Instead of treating every passerby as a coffee consumer, it is better to coordinate the work of several people and estimate the potential coffee acceptance in this area.
Second, understand the needs of customers and meet them.
Customer satisfaction or dissatisfaction is to compare customers' hopes and feelings in the actual service process. If customers' feelings meet expectations, then their expectations will be confirmed and customers will be satisfied. If the actual feeling is lower than expected, the result will be negative non-confirmation, leading to customer dissatisfaction, and may lead to negative oral publicity or customer turnover. Although some people may think that customers are unreasonable in many cases, there is little evidence to prove that customers' expectations are too high. Therefore, it is not an impossible task to satisfy customers. In fact, the active oral publicity of existing customers often translates into more new customers.
Customers first, coffee shops should try their best to meet customers' requirements. The success of coffee shops is achieved by attracting, maintaining and increasing customers. Coffee shops should have a set of basic principles for serving customers.
Customer's expected service: ○ 1 excellent service; A pleasant smile; Not disturbed; ; The waiter will come at once; Feel comfortable; An understanding salesman; Fair pricing, consistency; Maximum return discount; Clear display, demonstration and identification; A helpful employee.
Coffee shops should fully understand customers' needs, and the ability to meet customers' needs has a far-reaching impact on the success of coffee shops.
Thirdly, considering all kinds of factors comprehensively, formulate service pricing strategy.
The buyer's perception of value reflects the trade-off between the perceived gain of the purchased service and the perceived loss determined by the payment cost. The total cost of customers far exceeds the monetary value paid for simple services. Other costs include time cost, energy cost and physical cost, which reflect the time and trouble that customers need to get services. Similarly, the total customer value will extend beyond the product value, including service value, personal value and value of the image.
Fourth, cultivate loyal customers and communicate and deliver services.
Generally speaking, the main function of service communication strategy is to inform and remind customers of the services they provide. We can't expect to use services they don't understand. Therefore, the main goal of communication is to build product awareness and provide services among customers' call groups.
Services should first analyze the needs of customers, and then classify consumers with similar needs into the same market scenario. Each market should be carefully considered according to its profit, growth potential and compatibility with organizational resources and objectives. Once the target market is selected, a successful service company will establish a positioning strategy to distinguish itself from its competitors in the eyes of customers.
There is no doubt that coffee shops benefit from loyal customers. But how can we get customers to spend again?
(1) We want to provide the best products, that is, the best quality.
(2) Remember the face of every customer as the focus of a job.
Remember some small things about customers, such as their work and preferences, or some of the most common things that shop assistants and customers can do. When the clerk has only a few seconds to contact and serve customers, make full use of this short time and remember the situation about customers. Obviously, customers like the clerk to recognize them, especially if they come for this. This also includes that outside the store, a handshake, a smile or a nod will not bring any loss to the coffee shop, but will make customers come again.
(3) guide repeat customers. In order to make the most effective use of the short contact with customers and thank them for coming, the staff can introduce the relevant knowledge of coffee making to customers. Customers will tell their friends and related people that they probably learned everything from the coffee shop.
(4) Sincerity. A kind reminder or a sincere compliment can establish a harmonious relationship between the clerk and the customer. The most important factor is sincerity. If the friendly behavior of the clerk is only for the purpose of "flattery", the customer will be angry because of the "secularity" of the clerk, and the coffee shop may lose this customer.
(5) Finally, the good reputation of coffee shops is given by customers.
Fifth, design the overall style of the coffee shop, highlight the characteristics and carry out tangible display.
The design of coffee shops should be customer-oriented, operators should design coffee shops according to customers' preferences, and customers should feel comfortable when killing time in coffee shops. Coffee shop is a place for relaxation and personal life, where customers express their feelings-enjoying the happiness of friends' gathering and the pleasant aroma of coffee. Therefore, in order to make the coffee shop achieve the best effect, the environment should be creatively designed. People often want to go to places where they feel comfortable; They also like to go to interesting places. Feeling good or bad is the most important factor. The design of coffee shop is successful only if it is liked by customers.
Art exhibition is a common way to keep the charm of coffee shops: constantly changing the content of the pictures so that people will not be bored. The layout of the space should adapt to the age of the building, and even the walls of different colors should be painted with different colors suitable for the atmosphere. In addition, the clerk is an indispensable part of creating a good atmosphere. The clerk is like a member of the customer's extended family, which makes the atmosphere of the coffee shop more harmonious and perfect. Another key factor: music. As background music, be careful not to be too loud or too small, which can give people a relaxed feeling without affecting the conversation of customers. Small tables with tablecloths are randomly placed in the hall, and the soft background music makes the whole place full of relaxed and comfortable feelings.
Sixth, pay attention to the training of shop assistants and standardize their daily work.
Strategically speaking, service personnel are an important source of product differentiation. Newcomers have to go through two trainings before they can enter the store, and at least three months later they are qualified to brew coffee. Waiters must be very skilled to make good coffee. Coffee grindability, extrusion pressure, pressure and temperature are all very particular. The service quality of employees is very important, which should be improved by shaping the environment and using the training and inspection system.
Coffee shops should conduct detailed training for employees from the whole coffee shop operation process such as coffee culture, corporate culture, product production, equipment maintenance, coffee shop management norms, and clerk responsibilities. , let employees know in detail how to do a good job in the corresponding position in the coffee shop.
Coffee shops can provide basic training for employees through leaflet understanding, daily oral training, concept training, cultural training, service and promotion training, beverage operation training, commodity display, health awareness, fire awareness, emergency handling training and so on.
Seventh, improve the quality of service and provide quality services to customers.
Service quality provides a way to succeed in service competition. The focus of service quality lies in consumers' attitude towards company accumulation; It is accumulated by consumers from many successful or unsuccessful service experiences.
Service personnel can understand customer needs by observing words and deeds; Close the relationship with customers through effective listening; Always smile, so that customers can spend easily; Through effective questioning, guide customers and try our best to provide quality service for every customer who comes to the coffee shop.
Eight, know how to deal with common events.
Coffee shops often encounter various problems in their daily operations, which need to be handled reasonably by service personnel. Taking daily queuing as an example, it is common for coffee shops to queue during business hours. Coffee shops should ensure that customers are as relaxed as possible, and that all waiting customers will get some greetings, such as "Good morning, please wait a moment, I will serve you" or a smile, a gesture, some books for customers to read, a hanging LCD player, etc. Help customers wait patiently.
These are my personal opinions and my examination papers. I wonder if I can help you. I suggest reading some reference books, some of which are good. .