Since the growth of our consumer culture and mass media in the last decade, consumers have been able to easily access the Internet from a computer or mobile phone at almost anytime. Finale has done a great job by taking advantage of this new web-based world of ours. After carefully examining and analyzing the responses to the survey questions given by Finale to its customers, I believe management has taken only the first step into improving its business functions. The good news is, customers respond to in store requests more often than not.
However, the question remains, is this input in the form of a survey or review? In this case it is in the form of a survey, and after carefully analyzing the responses given by Finale’s customers, I have discovered some useful information to guide management actions. Based on my analysis of Exhibit 1, I believe Finale’s guests seem to be more couple oriented. Also, 41% of the respondents indicated that they visit Finale less frequently, which seems to hint to a bigger issue.
92% of its customers order only desert, which is clear that they only go there for such.
However, customers even expressed their unfavorable opinion about the desert based on the Word Cloud list.
“Lower”, “prices”, “dessert”, and “better” were only some of the most common words that’s customers shared. This reflects the desire for lower prices and more desert options. 51% of the respondents were extremely satisfied when asked if the food and beverage met their expectations, and based on their reasoning from the following question, “delicious”, “tasty”, “good” and “great” were the boldest on the Word Cloud list. 1. b)
The “how likely would you be to return to Finale” question is definitely one that I would like to analyze more acutely. In a previous question on the survey, which asked how often they visit Finale, 41% of the respondents said less frequently and 21% once a month or once a week. 64% would more likely return to Finale, yet I cannot draw a conclusion that reflects Finale’s low retention rate based on the results from the previous question. I believe this question requires a follow up question to gain more insight on this matter. For example, a follow up question like “what do you recommend Finale changes so that you return more often?” That way we can draw a clearer conclusion based on the customers demand.
After analyzing the Survey On The Spot data, I believe there are two obvious disadvantages from this research strategy. The first being the number of questions respondents had to answer. In February, there were a few respondents so management decided to incentivize its servers to encourage customers to fill out the survey. As a result, response rate increased after February but only because customers are more likely to respond to in store requests. However, only the request triggered a customer response, which may not be a true reflection of the customer’s satisfaction. The NPS for February in each store was the highest for all four months. Based on my calculations and analysis, I have concluded that the NPS for February represents Finale’s loyal customers because they responded to the survey without any request from their server.
After the change, the average NPS for the remaining three months in each store declined. That is why I believe longer surveys lead to lower response rates. The second disadvantage of this type of research is that analysis is based on an average, which is a poor indicator of what is truly going on at a relational level between each business and its customers. Store 2 had the least amount of respondents and therefore including its NPS in the average for all three stores is an inaccurate way of measuring true customer satisfaction.
I believe the survey approach can limit the responses given by customers and recommend Finale to implement a different strategy that involves a two or three question survey as well as a written review by the customer. As seen from Exhibit 1, there was only one question that allowed the customer to type in an opinion-based response. The managerial goals of this research were to provide better service and to improve the guest experience, which couldn’t have been done without the information we have learned from the current survey.
However, if Mr. Conforti were to continue with the same method, I would recommend that the survey be given during the busiest months (March, April) and closer to the end of the year (October, November). They then should analyze the surveys and conduct a report during the month of December. If they implement any changes in their service or business function, it can begin in January on a new year. This can also be a tax advantage, depending on the reporting period.
Both the Survey On The Spot and the Mystery Shoppers methods have their pros and cons. The survey on the spot enables Finale to gain feedback directly from its customers in real time. Management also has the opportunity to respond or correct an issue while they can. The Mystery Shopper approach on the other hand can provide management with information from a customer’s standpoint, which is more opinion based and easier for management to understand. Surveys cannot always measure a customers true satisfaction because they are limited to a set of questions. That being said, I still believe the Survey On The Spot is a better approach in this kind of business because it allows Finale to slowly build relationships with its customers by showing them that they value their opinion and input.