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OUR APPROACH

OUR APPROACH


How we help you to grow sales

Our primary aim is to help you grow sales. Post-lockdown, this means redefining your standards and processes based on new consumer expectations and market opportunities, then reinforcing these through effective measurement and reporting. But we recognise that every business is unique, and the more we can understand your culture, the better we can reflect that in the design of your programme. We see it as a partnership, with your success the end goal.

I want every guest to feel that we will look after them well as a result of the welcome they received I want every guest to feel we were both friendly and attentive to their needs, rather than just following a process I want every guest to feel that our conversations were engaging and relevant, rather than robotic I want our team to work together so efficiently in pursuit of every guest’s needs that the service appears effortless I don’t want any guest to feel they were either rushed or left waiting at any stage of the experience I want every guest to feel that paying the bill was easy and efficient, and that we would be pleased to see them again I want every dish delivered to guests to match the agreed specification for quality, temperature and presentation I want guests to feel our team are both keen and able to advise on the contents of the menu and of specific dishes I want every guest to willingly spend more, and to feel that their experience was enhanced as a result I don’t want any guest to notice lack of cleanliness or tidiness at any point in their experience I want potential guests to be encouraged to visit us as a result of either kerb appeal, promotions or brand digital presence I want to give every guest positive ‘social currency’ during their experience that they will recommend us when talking to friends Your brand promise sits at the heart of the guest experience, influencing each segment

Starting with your post-lockdown brand promise, we'll help you break down the intended experience into its key components, as shown in the wheel framework.

Hover over or tap each segment to see a typical aspiration for that part of the guest experience.

Within each component, we aim to define what success looks like and to devise the most effective ways to objectively measure quality and consistency for standards, behaviours and processes. Normally this should be closely aligned with what teams are being trained.

Once operational expectations are clearly defined and measured, it is important to listen and respond to a range of subjective feedback in order to manage public opinion. This helps to protect the brand reputation and to judge when standards may need to be adjusted.

These surveys are the best way to measure your Net Promoter Score (NPS) and see how likely your guests are to recommend you. See how your online reputation is performing among the best, by monitoring various sources, from popular review sites to table booking platforms. Identify any weak spots in terms of team motivation, eliminate them and retain team members while ensuring they perform a great job These assessments are designed to support the team to consistently deliver operational standards in line with the brand promise. The real beauty of working with HGEM is that you can pull all of this intelligence together into one reporting platform, The Hub, and work with us to help you nurture a culture of continuous improvement.

We can help guests to talk directly to you through the use of branded feedback sites, monitor ratings and comments on popular review platforms, measure the performance of your dishes, and capture feedback from employees. All this helps to build a rounded picture of your team's performance which informs the decisions needed to grow sales.

To make sense of the data, our award-winning Hub will help you quickly identify patterns through the use of interactive reports. Constantly evolving in response to feedback, new features are added every month to keep our clients ahead of the curve.

Finally, it's not just about the data - it's about results. Our experienced team are behind you all the way, with advice, guidance and support. Here's how we'll approach a post-lockdown strategy:

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Before the pandemic, consumers were craving different types of experience. This will return. But right now, the priority for consumers is to feel safe when they eat out.

Get this right (consistently), and your guests will reward you with trust, loyalty, positive word-of-mouth, and repeat visits. To make this happen, your team need to know what's expected and know that they will be observed to ensure it happens.

Design the guest journeys - there may be a few of these, depending on whether you intend to offer takeaway, pickup, delivery or eat-in. For each journey, think about what practices you will put in place to demonstrate effective social distancing and hygiene control. But also consider how you will deliver these efficiently and cost-effectively.

When you are reasonably clear about the guest journeys you wish to offer (or at least trial), talk to us. We'll help you to refine these and turn them into standards which are observable and measurable.

Now you need to make sure the team know what's expected of them. The key things here are simplicity (in terms of processes) and clarity (in terms of communication.

Given the importance of consistency, it should be no secret that these expectations will be observed and measured.

You will already have processes in place to train your team. But we can help here too. In some cases, we might be able to produce a simple elearning package to communicate and demonstrate your expectations, aligned with how we will measure them. If so, we will provide this in a format that can be imported to your Learning Management System or accessed via a web link.

In any case, the act of training your team may highlight a need to make subtle changes to the standards themselves or to the way they will be measured - we would welcome being part of this discussion.

OK, so here's where we'll really get stuck in. We'll design an assessment questionnaire that is directly aligned with the standards that you are training the team to deliver.

And then we'll organise mystery guests to objectively observe and report on what happens at each stage in the guest journey. But we'll also be thinking ahead to how you can make best use of the results.

In designing the questionnaire, we'll take account of the relative importance of different measures and weight them accordingly. We'll also organise questions into categories and journey stages so that we can identify patterns at various levels of granularity.

The visits themselves will be conducted by one of our registered mystery guests, either onsite or at home depending on the customer journey, who will be expected to provide comprehensive detail based on facts rather than opinions. Each report will be carefully validated by a member of our team.

Your standards need to be kept under close review as market expectations evolve and as you learn of the impact on guest perceptions. To inform these changes, you need to keep an ear to the ground and listen for subjective opinion.

This will quickly tell you whether there's a problem or an opportunity in a particular part of the guest journey and contribute to a rounded picture of the team's performance.

We'll link into the online review platforms for each of your locations and capture ratings and comments relating to recent experiences. We can also help you to get guests talking directly to you, answering the questions you need the answers to, using a fully branded feedback site.

You will be able to see all these results in one place, The Hub. We may even be able to show how your online reputation compares to local competitors for each site.

Armed with knowledge on whether your intended standards and processes are being properly delivered by the team, and what your guests ultimately think about the experience, the next stage is to analyse the results and turn them into actions. We can support this in a number of ways.

The first step is to find the patterns, the outliers in the data. The Hub makes this really easy, with lots of interactive charts, performance colour-coding, site comparisons and datasheets. You can create actions against any assessment, survey or review and assign this to an accountable manager to complete, tracking any related conversations. We also make it easy to respond to online reviews or to guests that have left their email address in a survey.

If it would be helpful, your account manager can provide further support by helping to analyse the results or hosting online sessions with managers to discuss improvements.

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