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Ashley McLean

on 30 April 2010

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Transcript of Sonic

“Good customer service is no longer good enough. It has to be superior, WOW, unexpected service.”

Great Customer Service
Great Interpersonal
Gaps Found 1) All carhops said the phrase, “Have a great day”, while one carhop waved to us as we left.

2) Only 50% of the carhops that we observed smiled.

3) None of the carhops introduced themselves; name tags on the T-shirts were hard to read.

4) All Carhops had a difficult time determining what side of the menu board to stand on to connect with us best.
Conclusion: Service is Good, but not Great
Change Plan / Solutions Every manager and employee will read “How To Win Friends and Influence People”

Weekly 15 minute Service Improvement Discussions

Frequency Card
Incentives to Encourage Employees
to Improve Customer Service
Customer Service Achievement certificate and a recognition ceremony

Customer Service Bonus: Top 3 rated employees in customer service at each location get cash bonuses of $75, $50, and $25.

-Measure with before and after surveys.
Benefits Simple and quick implementation

Increase repeat business

Increase same store sales

Increase Customer Satisfaction Levels

Annual cost is ~$1,900 per store
Return of 0.5% increase in sales per store (~$5,000)
Questions? Change Plan / Solutions Smile, plus Learn and Use Customer Names.
-“A smile is the single most powerful force of influence that
people have.” – Zig Ziglar
-Only 50% smile ratio @ Sonic

Thank Customers:
-“Have a great day.” vs “We appreciate your business.”

Offer peppermints to all customers. (Excellent marketing tool.)
- Diana Booher, president of Booher Consultants, Inc. international communications training and consulting firm
Full transcript