Problem Statement To be able to focus on customer needs and to translate those needs into a tangible service, Pizza USA must develop a consistent and cost-effective pizza delivery service that will take advantage of a potential increase in pizza sales. It needs to create a unique and differentiated delivery service that will build and increase customer loyalty. Furthermore, it must design ways and processes that will address certain customer demands. Analysis The first step to understanding customer needs is to determine the likes and the dislikes of a customer. In gathering information regarding the attributes that are desired in a pizza delivery service, most of the qualities were found to be either in the positive, such as “I want…,” or in the negative, like “I really hate it when…”. Thus, in developing the design requirements, managers must focus on customer “likes” and avoid “dislikes.” Group discussion revealed that there are several major issues regarding a pizza delivery service. Proper Almost all pizza consumers prefer their pizzas hot. In fact, such temperature requirement requirement is one Temperat major criterion for evaluating the efficiency of the delivery service. Customers would want a ure service service that closely closely resembles resembles the experien experience ce of dining dining inside inside the store. store. . Food temperature temperature alwa always ys affe affect cts s dini dining ng expe experi rien ence ce and and dire direct ctly ly cont contri ribu bute tes s to cust custom omer er sati satisf sfac acti tion on or dissatisfaction. dissatisfaction. In this aspect, the ultimate ultimate goal is to make the customer customer feel that he or she is eating eating freshly freshly prepared prepared food the same same as with the dine-in dine-in experience. experience. Getting the correct correct temperature temperature requires faster delivery time and an insulator that will effectively keep the product warm. warm. In achiev achieving ing such such deman demand, d, Pizza Pizza USA must must consid consider er the speed speed of deliv delivery ery and and the material that will be used in delivering their products. Speedy Delivery Time
As discussed, customers will always always opt for a speedy delivery service. In the case of Pizza USA, its custom customers ers would would alwa always ys want want to immedi immediat ately ely consu consume me what what they they ordere ordered. d. They They get impatient when their food is delivered late. Moreover, a longer delivery time affects the quality of the food. Thus, a fast delivery service is one way to establish a positive brand reputation and develop customer loyalty. The shorter the time between the customer’s order call and the time he or she hears the doorbell, the better a restaurant’s chances at keeping a repeat customer. Being late is synonymous to a lost customer in the delivery game.
Correct There are several bad anecdotes regarding having the wrong order being delivered or having and the order being delivered elsewhere. Bad experiences like these tend to be remembered more Accurate than good service service and can make customers customers a restaura restaurant. nt. Accurate Accurate delivery delivery is a must for any Delivery food delivery company. It determines the efficiency and effectiveness of the service. Though one food food compan company y delive delivers rs at a fast fast rate, rate, delive deliverin ring g a wrong wrong food food order order may negati negativel vely y influence a customer’s next purchase and view of the company. On the side of the firm, wrong food delivery may force it to provide the correct food order; thus the delivery personnel will have to incur additional transport and opportunity cost. Followingup Delivery Progress
Customers naturally get impatient waiting for their food purchases, especially when they are uncertai uncertain n of the progress progress of their order. order. Customers Customers shouldn’t shouldn’t need to follow follow up their their orders. orders. Most queries include, “How much longer will the delivery take?” and “Has the delivery left yet?” among among others. others. Minimizi Minimizing ng these these calls calls and updating updating the customers customers of the progress of their delivery without prompting is crucial in making a good delivery service.
Customer s’ Desired Amount of Tissues and Condimen ts
Ironically one of the most important and yet neglected aspects of food delivery service, are the customer’s desired desired amount of condiments and tissue tissue paper. As customers ourselves, ourselves, we can’t count the number of times we asked for ketchup, hot-sauce and tissue and all we received was a single packet or so few tissues tissues we could barely wipe wipe our mouths with them. Upon asking for more, customers usually receive shameful glances from employees and or infuriating excuses such such as there’ there’s s a limit limit on how much ketchu ketchup p or tissu tissue e they they can can give give a sin single gle custome customerr regardle regardless ss of the order size. size. This seemingl seemingly y insignifican insignificantt matter matter can spell the difference difference between a satisfied or disgruntled customer.
How often do we see an excellent delivery program or plan in theory and on paper, only to see it fail miserably miserably when it is actually implemented? implemented? This is because the managers managers in charge neglect to put the right right effort into the key to a successf successful ul delivery delivery system. system. The key to making making a system system work is PEOPLE. PEOPLE. CASE 3 PIZZA USA Malihan. Ruffy. Salvador
Juan. Layug. Limbaring.
Even if a company only has an average system but employs superbly motivated and capable employees, customers will most probably still end up satisfied. The opposite does not apply as even the best system cannot be run on subpar employees. The short time when the customer interacts with employees, which basically involves ordering and actual delivery, can spell disaster or success. In addition to these basic customer needs, there are several extra suggestions from pizza customers that could aid in making an excellent pizza delivery service. Ordering a pizza could be made easier through new and modern mediums of communication. Promotions can be included for pizza deliveries to differentiate the service from other similar restaurants. Having membership privileges can also help. Finally, the good appearance and presentation of the food upon delivery can round out the overall customer experience. A service blueprint, which is a flowchart showing a specific service process design, also plays an important part. It is comprised by the physical evidences, the actions made by the customer, the actions made by the service provider, may it be front-of-stage, those seen by the customer, or back-of-stage, actions not seen by the customer, and support processes if there are. The service blueprint emphasizes the distinction and relationships of each part of the process design. Meanwhile, poka-yokes are fail-safe procedures that are used so that processes can conform to the design. These are procedures that prevent mistakes into becoming service failures. A service blueprint with poka-yokes is done with explanation in appendix. Recommendation There are several ways that Pizza USA can translate these customers’ wants and needs into a delivery service that is consistent and cost-effective. It is important to remember Pizza USA must be willing to invest in long term projects. Proper * Use insulated food delivery bags for pizzas and other entree items and thermal insulated Temperat cooler bags for cold drinks and foods. ure * Ensure promptness in delivery to seal in the flavor and the temperature of the pizza delivered. Speedy Delivery Time
*Implore a grid system wherein, each branch would have a specific area to deliver to. Each delivery area will then be mapped out and be placed on a grid for consistency and efficiency purposes. Certain areas of the grid can then be sectioned off. Each branch then assigns delivery boys who will specialize in delivering to each sector of the grid. * Synchronization of times should be done between the customer and the order-taker to avoid disagreements due to different perceptions of time.
Correct and Accurate Delivery
* Double-checking of orders before a delivery person leaves must be put in policy. * The use of delivery people who specialize in a particular area can ensure that the order arrives at the proper location. If there are no complaints from the customers, then this method is effective.
Followingup Delivery Progress
* The order-taker can send information regarding the status of delivery person. A call can be placed to inform the customer upon the departure of the delivery. The person delivering the food can then tell the order-taker via radio, cellular phone, or GPS (if available) if there are any unexpected causes of delay apart from the traffic situation.
Customer s’ Desired Amount of Tissues and Condimen ts
* When a customer is ordering, the order-taker must already ask about the customers’ specific needs for tissues and condiments. * Let the delivery man carry excess supplies of condiments & tissues to have a solution for sudden and unexpected demand of customers for such.
More than all this, Pizza USA must also make sure that they have competent and courteous human resource across all operating levels to accommodate the customers. The order-takers and those that operate the phone along with the delivery people should be properly trained with communication skills. Instead of providing a rigid script, the training will emphasize flexibility and responsiveness to customer requests. Pizza USA can also utilize other forms of media in delivery such as mobile phones and the Internet for customer convenience. In line with this, good promotions and marketing strategy should be situated to CASE 3 PIZZA USA Malihan. Ruffy. Salvador
Juan. Layug. Limbaring.
ensure the flow of demand and establish brand equity. Pizza USA can provide pizzas that are deliveryexclusive, or only available through delivery. Or, if a customer meets a certain minimum amounts for one order, that customer can have benefits, such as not needing to pay service charge, getting a discount for the total bill, or getting a free pizza. Alternatively, there can be a discount if the pizza doesn’t arrive at the agreed upon estimated time of arrival. Advanced order of at least a day or more can also garner its own discount or promotions. In order to be more eco-conscious, eco-friendly recyclable or reusable pizza boxes can be provided, either providing discounts or rebates on orders. The number of times the promotions were availed upon can be a measure of success. As a final detail and to add the finishing touches, the appearance of the food upon delivery can be carefully preserved to ensure that the food looks as appetizing as possible. The carrying boxes can be made so that the food doesn’t stick to the box. The boxes can also be made so that there are no leaks and that there are no messy presentations of the food. Overall, Pizza USA must promulgate a philosophy of “we deliver what you want” to foster positive relationships with customers and ensure that its employees will live up to such kind of culture.
CASE 3 PIZZA USA Malihan. Ruffy. Salvador
Juan. Layug. Limbaring.
