As stated in the textbook, marketing is managing profitable customer relationships. The Ritz-Carlton hotel example from the textbook gives an excellent model of building customer relationship. As an important process of marketing, customer relationship management plays an essential role in customer acquirement and retention. A Hotpot restaurant in China named HaiDiLao, which considers providing incredible customer services as their competitive advantage, has caused a sensation and gained huge success. “Nothing can prevent HaiDiLao to make you feel like God” has even become a catchword among all young adults.
The motto in HaiDiLao is “service first, customer first”. Employees are told to pay attention to customers’ unexpressed wishes and needs. This has brought their customers continuous delight and surprise. In waiting area, waitresses will continuously give customers free drinks and fruits. They even offer free nail service to help you kill the boring time while you are waiting to be seated. Once seated, hot towels are provided and changed every 15 minutes. When waitresses hear a customer is sneezing, they will offer him a fresh ginger soup without request. Toothbrushes and toothpastes are provided in the washroom for free. When customers bring young kids or babies, employees will help you babysit and feed. I also heard that a customer received a new ipod after losing his old one during dining. The video below provides an example of one of its superior services. (make your noodles in front of you – noodle dance)
Instead of making efforts in offering excellent food and comfortable dining environment to retain its customers, HaiDiLao considers delivering superior customer experiences as a stepping-stone to success in the competitive restaurant industry. In order to maximize customer satisfaction, HaiDiLao’s marketing department works closely with the HR department. They work together on designing a customer-oriented marketing plan and program. They develop well-designed training system to maximize employees’ initiative and satisfaction, so that employees can better create customer satisfaction. The effective coordination between departments has made the superior service delivery possible.
The personalized and humanized serving program has brought HaiDiLao a large loyal customer base and has helped it gain an increasing share of business. The HaiDiLao case has helped me gain a better understanding on marketing concepts like customer relationship management and partner relationship management.
More Info: http://www.chinadaily.com.cn/metro/2010-04/30/content_9796948.htm