Tóm tắt
Describes a consumer research programme, set up by Ansells Retail
Ltd, the operator of over 540 “managed” public houses in the
UK. The research involves “mystery customers” visiting each
pub and a nominated competitor six times a year, each time completing a
detailed questionnaire. The questionnaire covers over 100 separate
standards for every pub, each capable of being answered with an
objective “yes” or “no” response. Findings are
communicated to all staff through the company magazine and annual
conference. Substantial rewards are presented to over 30 pubs for each
of the six cycle assessments. From the research assesses what customers
regard as the most important requirements in the pub. Calls for
motivated staff who thrive in the culture of understanding what the
customer wants and how it is delivered.
