Wang Pin has excavated and accumulated a wealth of consumer feedback data in the past few years. The customer data of Wang Pin Formosa Steakhouse in Taiwan has reached about 2 million copies. Since entering the mainland market in 2003, the accumulated customer data is nearly 200,000 copies.
Although the practice of filling out feedback questionnaires after meals is extremely popular in the restaurant industry, voices of doubts about it have never ceased. Many people even believe that consumers have the possibility of sketching at will, and they are reluctant to leave more information due to their awareness of personal privacy protection. The data obtained in this way is flawed, and it is completely unreliable to use it to guide and improve business.
comes from Taiwan's largest catering group— Wang Pin Group (hereinafter referred to as Wang Pin), and did not let this customer satisfaction survey be superficial. In the past few years, Wang Pin has excavated and accumulated a wealth of consumer feedback data. Wang Pin Formosa Steak has about 2 million customer profiles in Taiwan, and has accumulated nearly 200,000 customer profiles since entering the mainland market in 2003.
Massive customer information and data seem to be a boost to the development of Wangpin. In 2012, Wangpin was listed in Taiwan. It owns 13 brands and more than 300 stores, including Wangpin Formosa Steak, Xidi Steak, Taobanwu, and Yuanyao. The revenue was 560 million yuan.
How does Wang Pin make customer feedback into a science? Apart from helping to improve its dishes and services, what other secrets does customer feedback have? The questionnaire is the same, but if you look closely, you will find its details. For example, in the question of how you feel after a meal, the main meal, bread, soup, salad, dessert, drink, service and cleanliness are listed in detail. In addition to regular satisfaction surveys, personal questions such as customers' birthdays and wedding anniversaries are also involved. Li Senbin, CEO of Wangpin Group's mainland business group, said that they follow the principle of voluntary filling by customers, and even so, they can still receive about 2,000 valid documents from new customers every month.
Many companies ignore customer feedback analysis, even when relevant data is available. Wangpin's development department set up a data analysis team to find product and service problems from "satisfaction"; analyze consumer loyalty from "meal frequency"; ask consumers whether they are willing to recommend to family members or friends, which is better than " Satisfaction" can better understand the real thoughts of consumers. Through data analysis, Wang Pin's store manager can also manage and control abnormal situations.
Wangpin Formosa Steakhouse focuses on mid-to-high-priced set menu Western food dishes, and the consumer groups are mostly mid-to-high-end business people. For such a consumer group, Wang Pin has about 60 waiters in each store, and one waiter is usually only in charge of two tables of guests. When a guest shows a special preference for a certain dish during the meal, the waiter needs to ask him on the spot if he needs an extra serving, and enter this preference information into Wangpin's customer database.
can get Platinum Card membership after spending 15 times on Wangpin. Zhao Guangfeng, deputy general manager of the marketing department of Wangpin Group’s mainland business group, said that when customers with platinum cards go to any Wangpin store in any city, the waiter will learn the customer’s information from the database and ask if he wants an extra serving of his favorite dish. dishes to create a feeling of being at home. Customers who enter the database will receive information from Wangpin when special festivals and new products are launched.
For customers who dine at Wang Pin on birthdays and wedding anniversaries, Wang Pin will provide some extra surprises, such as gifting candles and cakes. This expenditure comes from Wangpin's "generous fund" of 500 yuan per month per store. Zhao Guangfeng said that the 500 yuan must be spent every month, even if it is to help customers buy drinks that Wang Pin itself does not provide.
If a customer makes a bad comment on a certain dish or service when filling out the questionnaire, the store manager will immediately apologize and find out the reason and solution. Wang Pin has set up a 400 opinion line. If a customer directly calls to make a complaint, the person in charge of the line will record the opinion and immediately call the store manager. At the same time, within 30 minutes, he will send a text message to Li Senbin and Li Senbin. Chen Zhenghui, chairman of the mainland business group, they are the top leaders who understand the situation at the first time.
The store manager needs to contact the customer within 3 hoursVerbally apologize and visit the customer within 3 days. "As long as the customer complains, kneel down and bring the customer back." Li Senbin said that this is a rule within the company.
"If a shop assistant informs 400 of an incoming call, the store manager will almost be so scared that his legs will go limp." Zhao Guangfeng introduced that although the special line is called the "angel line" to the outside world, it is almost "death" to the store manager. Voice". According to Wang Pin's regulations, if a store does not receive any complaints within a month, it can receive a bonus of 1,000 yuan issued by the group at the end of the month for all store staff to go out for activities. The
400 opinion hotline is run by three full-time staff from the Shanghai Call Center. Due to the continuous improvement of services, there are currently less than 10 calls for complaints and complaints per month. Once, a female customer complained to the hotline staff for 8 hours. What will be the result of allowing customers to express their dissatisfaction through smooth and convenient channels?
"The more tricky customers are, the more we welcome them." Li Senbin revealed that he just visited a "tricky" customer a few days ago, and he almost ate it all All of Wang Pin’s stores in Beijing will call Wang Pin’s 400 opinion hotline to complain about such minor issues as the food being served slowly, the soup not hot enough, a piece of lemon missing, or the waiter’s smile not being enthusiastic enough. After a solemn apology and a visit, Li found out that the customer was actually a die-hard fan of Wangpin, and he often chose Wangpin as the place for company events and customer meetings. Facts have shown that Wang Pin can benefit even the most demanding customers.
Opening a shopDNA
If he hadn't changed his career direction, Chen Zhenghui might still be running his ostrich amusement park now. In 1990, Chen Zhenghui and Dai Shengyi jointly established Wang Pin Formosa Steak. The inspiration for the founding was that the wife of Wang Yongqing, the chairman of Formosa Plastics Group at that time, had developed a well-cooked and tender steak method for her husband. Dai Shengyi was inspired after one taste, Wang Pin Steak The private restaurant known as Wang Yongqing also came from this.
In 1999, Li Senbin, who was the store manager in Taiwan at the time, was sent to the United States to open up new markets. Three years later, Wang Pin failed in the United States. It’s like an American opening a hot pot restaurant in China.” Then Wang Pin entered the mainland market in 2003.
Wangpin Formosa Steakhouse opened its first store in Shanghai for a small test, and the results were very popular, and then Wangpin accelerated its pace. "Success is the worst teaching material." Li Senbin said. Afterwards, several brands introduced by Wang Pin, except for Xidi Steak, Tobanwu Japanese Cuisine, and Fenghua Hot Pot were all unsuccessful, and their development has stumbled all the way in the past 10 years.
Wang Pin has a "151" rule in Taiwan, that is, to open a new store, the turnover after one year should be five times the investment amount, and the profit should be equal to the investment amount. But in mainland China, Wang Pin could only achieve 1:4:0.5 before, and reached 1:5:0.6 last year.
Wang Pin has 58 stores in 23 cities in mainland China, including 36 Wang Pin Formosa Steakhouses, 20 Xidi Steakhouses, one each from Huayin and LAMU, and a joint venture with Jollebee, the largest chain restaurant group in the Philippines. There are 3 stone pots. According to the future plan of Wangpin Group, they hope to gradually expand to 35 cities within five years.
In terms of city selection, Wang Pin’s targets are Yum Group, McDonald’s and Starbucks . "Look at the number of stores they have in a city, which is the degree of Westernization of the city." Li Senbin said that the common feature of Wangpinduo brand is foreign cuisine, because foreign cuisine is easy to standardize, and Wangpin Group has put forward the idea of entering Chinese food , but will not rashly dabble when the conditions are immature.
Wang Pin has a lot of research on consumer preferences in different regions. North China prefers restaurants with grand and spacious decoration, Shanghai likes petty bourgeoisie atmosphere, and South China prefers sunshine. Through the analysis of consumer feedback, Wang Pin can better understand the purpose and desire of consumers, so as to take measures to attract customers who have stepped into Wang Pin Steakhouse to make repeated purchases.
Wang Pin first relied on his experience in Taiwan for store location selection. Since Taiwanese customers like restaurants facing the street, they also tend to look for shops facing the street. However, the result is that the rent is high and the effective customer flow is insufficient. For example, Wangpin's second store in Shanghai is located on Huaihai Road, and the focus is on customer flow, but in fact there are many tourists, which has caused the business to remain bleak after opening.
Now choose where to open a store, Wang Pin will start fromGet answers from consumer feedback questionnaire analysis. The latest Wang Pin Consumer Opinion Survey has added short-term research questions, through "When did you decide to come to our store for consumption? Where do you come to eat in this store? Besides Wang Pin, which Chinese food, coffee and luxury goods are frequented by? ?” to judge the distance between the customer and the store and the opportunity for market development. "We hope to find our own store DNA through the statistical analysis of these data." Li Senbin told "Global Entrepreneur".
