Satisfying Customer Needs
Mark S. Elliott has spent 25 years working in various management roles within the tenanted and leased divisions of the UK's largest breweries and pub companies. His extensive knowledge and day-to-day involvement with pubs and publicans make him well qualified to know what is required to run a successful pub. He shares his knowledge and many 'insider tips' with you in this book. Mark is based in Cockermouth, Cumbria.
SATISFYING CUSTOMER NEEDS
The important thing to remember is that customers visit pubs for more reasons than just to drink. Simply selling the best pint around is not enough. In order for your business to flourish, your pub has to satisfy a whole range of wants and needs. Customer satisfaction is directly influenced by the following key areas:
Premises
- convenience of location;
- what facilities are available;
- the quality of the facilities;
- quality of décor;
- quality of fixtures and fittings;
- layout;
- temperature and lighting;
- opening hours;
- parking and ease of access.
Drinks products
- product range and choice;
- product quality;
- presentation;
- temperature;
- prices.
Food
- choice;
- quality;
- presentation;
- value for money;
- methods of payment (eg debit and credit cards).
Licensee and staff
- speed and efficiency of service;
- attentiveness;
- friendliness and approachability;
- product knowledge;
- personal presentation;
- control of premises.
People
- types of existing customers;
- similarity to themselves;
- behaviour;
- friendliness of atmosphere;
- acceptance from existing clientele.
Entertainment
- type;
- frequency;
- quality;
- suitability.
