Jack Welch says that the highest wages are the lowest when the costs are lowest. Because we only take into account the accounting cost, we don't take into account the opportunity cost, we don't take into account the human cost.
We all know that enterprise value is composed of employee value and customer value, and how these two types of people manage operations is the top priority of catering enterprises.
Today, let's take a look at how Fat Donglai and Haidilao build employee value, and how Starbucks builds customer value?
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Fat Donglai and Haidilao
How to build employee value?
We know that the salaries of Fat Donglai and Haidilao are higher than the industry standard, what do they bring by being good to their employees?
1. Offline stores: high customer unit price, strong retention, and high repurchase;
2. Through repurchase and good quality, the final customer acquisition cost is diluted;
3. Due to the brand reputation brought by good service, it can finally break through the range circle of 3km-5km to attract guests (and even break through the city circle)
4. The end result is that the cost of rent and traffic is decreasing
In the end, an in-depth service system with good experience and good effect was formed.
The essence of Fat Donglai's corporate culture is "trust and love". Although the boss of Fat Dong has feelings, feelings cannot solve all the problems of business.
The reason why Fat Donglai can do a good job is because of his feelings. It is effective in this industry, so that he can run through his business model.
Although Fat Donglai's method may not be suitable for everyone, it is worth pondering:
Fat Donglai's method of being good to employees is passed on to users in his format, and the repurchase formed by users in this process is a very critical part of the traditional entity chain and service industry.
In 2023, catering O2O will also organize Fat Donglai to conduct in-depth research, related learning materials: Yu Donglai: There are no truly healthy entrepreneurs in China, more heroic enterprises
Let's dig one more layer: the essence layer, what do employees care about? is the welfare package.
Let's see what actions Haidilao's employees have done, that is, they are rich?
- Serve a tray of dishes for 0.3 yuan
- Move back to a storage box or pot bottom for 0.5 yuan
- Washing a bowl for an hour is 10 yuan.
- I can skip subjects for three months and get 1.2W+ a month
If there is no money, it is difficult to draw a big pie, and if there is money, employees will be motivated to do it, so a good management strategy is more pragmatic than a good humanistic logic.
In the official website of Fat Donglai, we can see that he has a very detailed management system, and these systems are not to squeeze employees, but to treat employees as a person.
For example, there is a "grievance award" for employees, ranging from 500 yuan to 5,000 yuan, and the money earned is distributed to employees, which is intended to encourage employees to do the right thing.
As an enterprise, why should Fat Donglai pay excess costs to provide services?
In fact, if you want to have a good customer experience, you must first serve your employees well, and how to let your employees serve customers well?
As a benchmark in the service industry, Haidilao has the same attitude towards employees: authorization, treatment, sincerity, and incentives.
So, look at the essence through the phenomenon. The purpose of being good for employees is to let the work content be implemented on the service, and the employee service reward and punishment mechanism is implemented well, and refined to every step and every operation.
In other words, the boss's first purpose is to copy people who worry about it like himself. Why should people worry about it, because this matter has something to do with him.
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Starbucks enhances employee value
The 5 Keys to Customer ValueYour goal is to gain the trust of your customers and employees, and then turn that trust into a love for your company's brand. Earning trust requires consistently guaranteeing the quality of products and services, keeping promises, acting in accordance with values, and solving problems fairly and equitably.
"If you're not willing to take your brand into new territory, people will lose interest in it because others will bring them new products and ideas. ”
If you want to win the trust of your customers, you must first earn the trust of your employees. Starbucks CEO Howard Schultz calls this "saving in a trusted bank." Initiatives to "save" include health benefits and equity for employees. Starbucks also has partnerships with local universities so that employees can also earn college credit when they participate in on-the-job training. In addition, Starbucks has launched the "Caring United Partners" program, which allows employees to help colleagues in need through fundraising. Other training programs include "frontline experiences," where executives spend months working on the front lines. The most important part of earning customer trust is maintaining a consistent quality of service, and companies need to resolve customer complaints efficiently and compassionately. Starbucks teaches employees to put the needs of customers before the company's interests, and gives them the autonomy and knowledge they need to deliver on the company's brand promise. To become a trusted brand, you need to:
Caring for the physical, financial, and emotional needs of our employees. Establish strategic partnerships with universities or other institutions to improve employee well-being. Establish processes to listen to employees. Establish and promote service guarantees, and give employees full authority to meet the company's service standards.
As a world-renowned coffee chain brand, Starbucks has also done a very good job in enhancing customer value, and its strategies are mainly as follows:
1. Optimize customer experience: Starbucks focuses on providing customers with a comfortable and warm in-store environment. Their store designs are often filled with a unique style and atmosphere that entices people to stay and enjoy a cup of coffee.
Starbucks also launched a mobile app early on, allowing customers to easily find nearby stores, place orders in advance, accumulate points, etc., greatly optimizing the customer's purchasing experience.
2. Enhance customer relationship management: Starbucks has built long-term, stable relationships with customers through its membership program. Members can enjoy a variety of benefits and privileges, such as birthday offers, early participation in new product tastings, etc., to make customers more loyal to the brand.
3. Provide customized products and services: Starbucks offers a variety of coffee options and allows customers to customize coffee according to their personal tastes. In addition, they also introduce seasonal and regional specialty drinks and foods to meet the needs of different customer groups.
4. Regularly launch preferential activities: Starbucks often launches preferential activities for different customer groups, such as "buy one get one free", "points exchange", etc. These activities not only increase customer stickiness, but also encourage customers to spend more often.
5. Cultivating brand loyalty: Starbucks' loyalty program is its core strategy for cultivating brand loyalty. By accumulating "stars", customers are encouraged to spend multiple times in exchange for more benefits, thus forming a strong brand loyalty.
In addition, Starbucks also uses social media and limited-edition merchandise to enhance interaction with fans and further deepen the emotional connection of the brand.
Starbucks believes that the following needs are expected by all customers around the world:
"Attention" – Employees are able to "make customers feel that they are being entertained" and begin to build an emotional connection with them. "Thank you" – Employees thank customers for coming, invite them to come back or express their appreciation for their business. "Community" – Businesses should contribute to the community, such as encouraging employees to volunteer in the community. "Comfort and variety" – the quality and appearance of all Starbucks coffee shops are uniform, while also incorporating some decoration with local architectural styles.
Starbucks is well aware that there are cultural differences in different places. As a result, Starbucks' product lines and corporate activities, such as loyalty programs, are aligned with local values and tastes. In France, for example, some customers prefer a lighter espresso, so Starbucks introduced golden roast coffee, which now accounts for 25 percent of the French espresso market. In order to avoid missteps in foreign markets, Starbucks often chooses to establish joint ventures with local companies, which allow Starbucks to "understand the local culture and customs, the knowledge required to operate the business, the best location selection and the behavior of local consumers." To successfully enter a foreign market, you need to:
Understand the general needs of your customers. Make sure that employees pay attention to every customer and express their appreciation. Initiate an event or event that unites customers, communities, and employees. Understand what aspects of your product or service are globally available without changing them, and then consider how to adapt or introduce new products in different markets. Build partnerships with local businesses to help you adapt to the local culture.
This is worth learning for catering companies that are going overseas.
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The Five Laws
How to cultivate customer value compoundingSo, how should catering brands actively cultivate the value compound interest of existing customers? The following aspects can be used for reference: optimizing customer experience is the key to enhancing customer value. Brands should always focus on the needs and expectations of their customers and strive to provide services and experiences that exceed expectations. To optimize the customer experience, brands can gain insight into their customers' buying and usage habits to provide customers with more personalized, intimate service. It also includes streamlining the transaction process to ensure that customers can complete transactions with ease, improving after-sales service, responding to customer complaints and questions in a timely manner, and providing effective solutions. By optimizing the customer experience, brands are able to increase customer satisfaction and loyalty, which in turn increases customer value.
1. Enhancing customer relationship management is also crucial to enhancing customer value. Brands should establish a sound customer relationship management system, keep in touch with customers on a regular basis, and pay attention to changes in customer needs. By responding positively to customer feedback and suggestions, brands are able to show care and build a strong relationship with their customers. This positive interaction can enhance customer trust and loyalty to the brand, which in turn increases customer value. 2. Providing customized products and services is an effective way to meet customer needs and enhance value. Every customer has unique needs and preferences, and brands should tailor products and services to the individual needs of their customers. Through customization, brands are able to show customers that they care and understand them, and differentiate themselves in a competitive market. This personalized product and service strategy helps to increase customer satisfaction and loyalty, which in turn increases customer value. 3. Regularly launching preferential activities is an important means to keep customers active and enhance value. Offering exclusive promotions to existing customers, such as membership privileges and coupons, can increase customer stickiness and encourage customers to purchase and use the brand's products and services more often. This kind of regular promotion can create an atmosphere of special treatment, so that customers can feel the brand's attention and feedback to them, so as to promote customer continuous consumption and enhance customer value. 4. Cultivating brand loyalty is a key factor in enhancing customer value in the long run. Brands can motivate customers to maintain long-term purchase and usage habits through point redemption, membership systems, and other methods. By creating different levels of membership privileges and benefits, brands are able to make customers feel the tangible rewards of loyalty and create a special emotional connection. Nurturing brand loyalty not only increases the lifetime value of your customers, but also attracts new customers through word-of-mouth promotion, further strengthening your brand's position.
In short, enhancing the value of existing customers is one of the important tasks of brand development. These efforts translate into repeat purchases, referrals, and positive word-of-mouth campaigns that maximize customer value and drive the brand's continued growth and success.
Today's topic: #如何打造企业的员工价值和顾客价值?
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