We at Customer Care News would like to recognize
companies that are helping improve customer service,
either within their own organization or as an aid to other companies in need of training or help with other
customer service issues. We are always looking for companies to profile. If you know of a company that is developing customer care skills, let us know.
Xpect Better Results Michigan-based company works with restaurants to improve customer service
X
pect Restaurant Marketing Solutions™ is a national company based in Wixom, Mich., that
focuses on the marketing needs of restaurants.
Xpect develops, implements and administers full-service/ front-of-the-house marketing programs that benefit restaurant
chains or independents of any size. It provides clients with a
tinues to grow. “We are expanding nationally and have
ing, web-based services, e-mail marketing, marketing consult-
says Whitworth. The company has also created some of its
variety of services, including menu development and engineering, customer loyalty marketing and rewards programs, and
server training. Xpect’s marketing strategies have been proven to attract new business, reduce costs, and increase sales and profits.
“Xpect was created out of needs that were observed in
the marketplace,” says Curt Whitworth, president of Xpect.
“Xpect Restaurant Marketing
Solutions is our new brand
ABCDXO Server Training System. Additionally, it stays on top of the latest trends and evaluates their effectiveness for
restaurants to use. Whitworth emphasizes that technology is changing the face of marketing, and many restaurant owners are not aware of new products that can drive sales or of the financial impact those products can have on their business.
Xpect’s services are normally best utilized by small chain
independent and single-location restaurants. The company’s
that were eventually grouped
training for the restaurant staff. “We have assisted [customers]
together into a one-stop marketing shop. “Xpect was created to expand our product
line beyond server training
programs to marketing programs to drive increased traf-
sales team can provide local in-market training or web-based
in changing the culture of their restaurants by turning their Order Takers into Sales People,” says Whitworth, who believes that improved customer care drives the entire guest experience
in the restaurant industry. Therefore, the servers and management team are a critical part of the guest experience.
One mistake many servers make in regard to customer
fic into restaurants,” he says.
service? Handing over the check too soon, says Whitworth.
started out small, it has seen
slide the check to the customer before asking if they would like
Although the company
Fall 2010
own products such as a national training program called the
identity.” It initially began
as a few smaller programs
tremendous success and con-
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developments in place to cover a solid 15 states by 2011,”
When servers approach the table at the end of the meal and
anything else, they have already ensured that the customer will
Customer Care News
most likely say no. Customers view the bill as a sign that they
should not order anything else and should finish and leave as soon as possible. “What they are really saying is ‘you are done
eating, take your bill and move on.’ What they don’t realize
is that I have made the decision to dine at this establishment and am willing to pay for the entire experience. What they are not delivering is the ‘total guest experience,’ and the restaurant today could see up to a 20 percent increase in sales with the
customers they already have in their seats,” he says. Other mistakes restaurants make include improper food costing, beverage pouring and misuses of time, staff and supplies.
One way in which Xpect helps restaurants measure custom-
er satisfaction is through customer surveys online. Customers are much more likely to give an honest answer after they have had time to think about their experience and are in the comfort of their own home. Mystery shopping and market data from consumer purchases are also used to determine opportunities for improvement and growth.
Xpect holds quarterly reviews with its customers to see
where improvements might be made. It measures its own customer satisfaction through repeat sales and referrals. In turn,
Xpect Restaurant Marketing Solutions™
to determine customer satisfaction. “Customer referrals drive
Wixom, MI 48393
Whitworth says that restaurants can use the same methods increased sales,” he says. “Have your staff strive for complete customer satisfaction, and in turn, ask your customers to refer their friends.” CCN
50168 Pontiac Tr., Ste. 7
248.960.1683/866.297.5972 fax: 248.960.9405
www.xpectresultsnow.com
Fall 2010
www.customercarenews.com
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