Customer segmentation
Zeytin is a Turkish café and restaurant which is located on 285 Church Street in Parramatta (Discover Parramatta 2011). The cafe and restaurant mainly serves Turkish food that includes dips, entrees, chicken, meat dishes and seafood. Other than the food, the restaurant also serves shisha and alcohol. Zeytin offers affordable and extensive meals to its customers.
On the other hand, some observations have been made on the customer segmentation and the customer care service of the Zeytin restaurant that the restaurant has failed to make great strides in these areas. The current report is an attempt to analyze the observations giving the effects it has and what is needed to ensure that its revenues are maximized.
Customer service
The Zeytin restaurant serves traditional Turkish foods and alcohol and this has seen it attract a wide range of Arabic and Turkish customers. The area is surrounded by the Arabs who are fond of the traditional food. As a result, this presents the restaurant with an opportunity to open up more restaurants in the area to cater for this group of consumers. This could increase the revenues of the restaurant.
On the other hand, the customer service is not that attractive. As per the observations, the waiters and waitresses have little knowledge on the food available in the restaurant as they have to check with the cooks first. Lack of the required information made them appear unprofessional.
Services offered in the restaurant were inconsistent as the time that lapsed between order and delivery was long. They served wrong beverages and did not show a bit of customer care service ethics and courtesy.
Poor customer service has the capacity of reducing the returns and increasing the costs to an organization (Price & David 2008). It also has the capacity of keeping customers away which negatively affects the revenue (Phillips 2005). This can be prevented through proper customer care services which ensure that the revenues of the restaurant are improved.
Recommendations
Based on the observations, the segmentation and customer service in the restaurant is not well organised and could affect the revenue. This will eventually increase the profits of the restaurant. Customer service can be improved through training of the employees on fulfilling the customers’ satisfaction and their expectations (Leland & Bailey 2006). This would retain and attract more customers to the restaurant.
They also need to be trained in service management so as to increase their focus on the customers (Leland & Bailey 2006). Customer service should be accommodative, time conscious, knowledgeable and courteous to the customers. Better customer service reduces costs; increase the value of the brand, and boosts revenues (Price & David 2008).
Customer segmentation involves a wide range of spectrum in which the customers are grouped to maintain them and increase the market share (Philips 2005).
Based on the observations, the restaurant has potential customers. It can improve its segments to accommodate more Arabic customers thus improving revenues through the maximization of profits. The restaurant can open new hotels to accommodate the Arabs thus increasing revenues.
The hotel needs to accommodate the proposed recommendation on the customer service and market segmentation. This would reduce the operative costs and increase the revenues of the restaurant. It would also increase customer loyalty and increase market share thus improving the revenues.
References
Discover Parramatta 2011, ZEYTIN Turkish Cafe & Restaurant. Web.
Leland, K & Bailey K 2006, Customer Service for Dummies. 3rd ed. Wiley, Hoboken, N.J.
Phillips, R 2005, Pricing and Revenue Optimization. Stanford Business Books, Stanford.
Price, B & David, J. 2008, The Best Service is no Service: How to Liberate Your Customers from Customer Service, Keep Them Happy, and Control Costs. Jossey-Bass, San Francisco.