3. Sales and Marketing
3.4. Customer Care
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Vietnamese stir-fried crystal noodles with crab meat/ eel
Random Secret Deal
3.4. Customer Care
The customer care is deemed as an essential part of sales and marketing process. A restaurant business only succeeds if it can provide hi-quality food, good service and welcoming
atmosphere. Save for the food and drinks being offered, the customer care should be
performed all the time, even to the potential customers who have never entered the restaurant gate. Which means, Viet Village needs to pays attention to what the customers wants, what they want to feedback, what they want to complain, what they are expecting in the next visit before, during and after they come to be served. As the result, the sales and marketing processes have different approaches to conduct this function with the details as follows:
Customer Care During Sales
- Before sales: before customers visit a restaurant, they will first search for on media platforms, the customer care starts from the moment they search out the restaurant sites and being served by the useful information shown on the website, IG, Facebook or the quick and helpful response via Line. This is the reason why the contents being mentioned on these
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platforms should be well-organized, concise and attractive to catch the customers’ very first attention, urging them to give it a try as soon as possible.
- During sales: as entering Viet Village, the customers will be welcome by staff and arranged appropriate table and, the music being served during operation hours should be indie or folk music29, helping them too sooth their mind and be more relaxed before serving. The staff is trained and expected to serve the customers in the most amicable manner and, they are capable of giving customers the best recommendations in case the customers have no idea what they should do next.
Besides, if a customer complains about the service or food quality, the staff must be stable and patiently listen carefully to the bad comment to take note for the later adjustment because the direct bad comments from customers are believed to be the most effective way for Viet Village to understand more about what the restaurant should improve then they should know
exactly when is the right time to apologize and what is the right solution at that time without waiting for the further direction from supervisor. This swift move not only makes the customer think that his/her issue is timely resolved (because no one wants to waste time on non-sense trouble) but also proves that the staff is completely capable of doing their job.
- After sales: after finishing the sales process (i.e. collecting money from customers), the cashier is required to collect customers’ data, including name, birthdays and phone numbers (as for the customers firstly visit the restaurant), to create a customer database for customer
29 The indie or folk music is the best choice for Viet Village because the restaurant orients to old and traditional value. This kind of music reminds the listeners of best old days with genuine feeling, enabling them to relieve burdens and back to the basics.
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relationship management. Accordingly, Viet Village will track the reward point and birthday of customers to provide special offers to those having meals at the restaurant right on their birthdays or to remind the customers of claiming their award if the accumulated points satisfy the award entitlement conditions.
Simultaneously, the customers are expected to make a swift feedback while waiting for the bills, however, this feedback process is of voluntary and therefore can be skipped if they are not willing to do that. Viet Village also keeps track of the website or other platforms to monitor the reviews and responses from customers to ensure the service quality.
Marketing
The marketing polices will cover a customer loyalty programs and the promotion events or special discounts for those being fond of Viet Village. The customer loyalty program is inclusive of normal reward accumulation (or called Customer Loyalty Program) and Secret Deal accumulation (or called Secret Deal Program) with different reward apparatuses. Thus, the customer loyalty program is the reward point accumulation at the rate of NTD 100/ point, the cashier records the payment amount then converts money sum into point until the
customer reaches a quota of 30 points, they are entitled for a reward by a discount voucher with no expiration date, and, the customer is advised to show the cashier this voucher to cashier when he/ she pays for the next meal. For eco-friendly, this point accumulation will be tracked by Viet Village for paperless purpose and for avoid any possible mistakes/ loss happens as providing point stickers to customers. Nonetheless, the cashier will notify the customers of their accumulated points after receiving their payments and, make a phone call to remind them of their quota when it almost reaches the reward point. Meanwhile, the Secret Deal accumulation point is not based on the money a customer pays but the number of times
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he/she gives a try to order Secret Deal. That being so, for every 5 times of orders, such customer is entitled for a free combo of one side dish and one drink in his/her next meal at restaurant. If he/she skips this reward and wait until reaching 10 times of orders, a free combo of one side dish, one dessert, one drink and a secret gift will be applied.
Last but not least, Viet Village will apply special discounts or free cooking workshop courses for special public days of Taiwan, such as Christmas, 11-11, Valentine’s Day, Lunar New Year Eve, Labor Day, Mother’s Day, Father’s Day, Dragon Boat Festival Day and, National Day, and those of Vietnam, such as National Day, Victory Day and Teachers’ Day, with different rates and entitlement conditions. Details of the customer care programs of marketing department are summarized as follows:
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Reward point Reward Applicable conditions
Customer Loyalty Program NTD 100/ point
Reward point: 30
Discount voucher of 30%
(no expiration)
- All customers;
- Discount applied to billing amount.
Secret Deal Program By ordering time Reward milestone - 5 times
- 10 times
- 5 times = a free combo of one side dish and one drink in his/her next meal
- 10 times = a free combo of one side dish, one dessert, one drink and a secret gift
- Customers ordering Secret Deals only;
- Reward for 10 times ordering Secret Deal applied if the customer skips the reward of 5 times.
Event Discount Program Christmas, Lunar New Year Eve, Labor Day and, National Day
- Customers having meal with boyfriend/
girlfriend/ husband/
wife/ family;
- Special desserts being applied for those having reservation;
- Discount applied to billing amount.
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Reward point Reward Applicable conditions
Mother’s Day Father’s Day
10% discount + single carnation bouquet
- Customers having meal with mother/
father/ family;
- Single carnation bouquet being applied for those having reservation;
- Discount applied to billing amount.
Dragon Boat Festival Day Free Vietnamese sticky rice cake
All customers
National Day (Vietnam) 15% discount - All customers
- Discount applied to billing amount
Victory Day (Vietnam) 15% discount - All customers
- Discount applied to billing amount
Teachers’ Day (Vietnam) 15% discount + daisies bouquet
- Customers as teachers - Discount applied to
billing amount Birthdays
Customer’s birthday 10% discount - Customer having meal at Viet Village on their birthday;
- Discount applied to billing amount.
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All promotion/ discount programs will be announced on the marketing channels of Viet Village 2 weeks prior to the event dates so that the customers have more time to decide
reserve the tables and simultaneously applied even if there are some cases one customer can use multiple discount programs in the same day. This move is not only to show the
appreciation attitude of Viet Village to customers but also ensure the consistency between the business policies and practicality.
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