EFM Solution Increases The Coffee House's Service Quality

The wildly popular Vietnamese coffee company The Coffee House opened their doors to customers for the first time in 2014. Within their first year of business, a whopping 10 more locations were opened in various populous cities to accommodate the considerable demand from customers and tourists alike. The successful company now boast stores in both Hanoi, the county's capital, and the highly commercialized Ho Chi Minh City. For the Vietnamese, grabbing a quick cup of coffee is a typical part of everyday life - but The Coffee House strives to be much more than simply another place to sip a cup of joe at. By providing excellent customer service, the company continues to set itself apart from its direct competitors.

According to market studies, the majority of regional customers doesn't typically voice their opinions directly to the managers or owners of the businesses they go to. Customers tend to only communicate dissatisfaction to in-store employees and only if they require an immediate solution or demand an apology, resulting in an unfortunate disconnect between customers and businesses. Most other customer experiences frequently end in customers leaving the store without having voiced their opinion at all. Consumers simply don’t see the importance of sharing their thoughts if they’re not of extremely negative nature.

The Coffee House, knowing that positive and neutral feedback is just as important as negative feedback, aimed to find an alternative solution to continuously collect differing types of customer opinions in all of their locations. Their highest priorities were measuing customer satisfaction with their beverages and service, discovering customer wishes, and learning more about consumer expectations regarding service quality. 

In a nutshell: The Coffee House required a reliable enterprise feedback management system to continuously collect customer feedback in every single one of their cafés. 

The first step taken towards fulfilling The Coffee House's goals was the creation of a custom-made customer satisfaction measrement which met all of the company's requirements. The close collaboration between Feedbackstr and the coffeehouse ensured that the customer would receive the correct customer data. After the survey was perfected, the staff was given tips about how to approach and engage customers to participate in the satisfaction measurement, which is done by handing out tablets on which customers can submit thei valuable feedback. The tablets are typically handed to customers while they’re waiting for the bill or when other appropriate situations arrise.

The Coffee House has already planned the implemention of even more feedback collection methods, including the purchase of table displays, handing out flyers, and using electronic feedback terminals. The company is also planning on using their various social network profiles and embedding the customer survey in their corporate website to collect even more feedback.

The first location in which Feedbackstr was implemented to improve levels of service quality was The Coffee House’s location in Cao Thang. The customer satisfaction survey was warmly welcomed by customers, resulting in the expansion of the Feedbackstr system in all other The Coffee House locations to measure and improve service quality as well as provide another direct communication channel for customers. Thanks to Feedbackstr, The Coffee House is now able to evaluate and compare each individual store’s business performance or analyse the company's total customer satisfaction. With the addition of Feedbackstr's EFM solution, the Coffee House strengthened their customer loyalty and increased their profatibility. The additional use of Feedbackstr’s incentive system, which is used to give customers coupons for submitting their feedback, also assisted in reaching the company's goals.