How Do You Drive Customer Satisfaction?

How Do You Drive Customer Satisfaction?

Trends can flourish in both cultures and countries but what causes them to occur and how do you drive customer satisfactionbecome well-known? Customer satisfaction is being driven by the return to craft – boutique, local, real. The power has shifted from the big supermarkets to the independents. Why? Because they offer real contact with consumers and thrive on face-to-face interactions. This leaves customers satisfied and whilst on a smaller scale, it is having an effect.

The return of the butcher

The original artisan economy was destroyed by industrialism and it can be argued that from this, the supermarkets eventually grew – places which offered everything under one roof. Now consumers have gone back to wanting an expert level of knowledge and choosing shops or restaurants which suit their wants and needs. The local butcher offers a product at a fair price and isn’t leading the customer with price advertising. This growth of craft has been occurring in all aspects of hospitality but how long will it be before another trend creeps in?

“When we look at the return of craft it was partly caused by a community united on the ideals – creative, improving and reshaping the offer”

Why does it matter what trend is happening?

In hospitality it is vital to monitor not just trends on the up but also those going down. Many will look to the past for inspiration on future changes, others will watch and wait and a few will consult with independent viewers to ensure they have the knowledge.

Perspective and timeframe are both key factors to consider, as is wisdom – knowing when the tipping point might come will make any transitions further down the line a lot easier to handle.

The big supermarkets are arguably no longer desired in the same way. We have witnessed this return of the butcher, the baker, of the service level required in a hotel, the return of traditional drinks in the bar and the importance of food in the overall offering. The supermarkets didn’t see the trends coming, or didn’t want to, and they have been hit hard. Therefore, companies in the hospitality industry must stay alert and be on top of the next trends, to ensure this doesn’t happen to them.

People have always looked to the past for ideas to move forward, it helps us grow in life and in professional capacities. When we look at the return of craft it was partly caused by a community united on the ideals – creative, improving and reshaping the offer. History is profound and can be far-reaching with its influence. There are many answers to why we returned to antiques, art, books and artisan food but if one of the reasons is this return to the past, then it is quite possible the future will bring some more ‘new’ trends.

To find out more about EP’s independent viewpoint on the industry please email Ben Butler

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