Gold Star Chili Case Study

Moments of truth in a company are consider when the customer interacts with the organization. Customers have expectations that produce satisfaction or dissatisfaction. Some moments of truth for Gold Star Chili is tha more than 70% of customers goes to Gold Star Chili one time a month, and the other 30% of customers goes at least one time per week. Another moment of truth is the good communication of the department head and the franchises to solve quality product problems within 24 hours. Also, the involvement of the stores with the local community by sponsoring schools and other community programs. All of these are moments of truth that creates a good perspective of the company to the customers.

2. What implications would the segmentation

The direct customers are principally the restaurant customers, the franchise owners, the retail customers, etc. The indirect customers are the product suppliers, the shareholders, the service suppliers, etc. The business has special attention on those customers who are classifies the vital few; these are the customers who visit the business more times than others, and also provide most of the revenue into the business. The business has to prioritize the vital few customers, since they play an important role in the business. Gold Star also has measure the customer satisfaction and constantly compare results with its competitors.

One customer segmentation to consider for Golden Star is the implementation to build customer loyalty; for example, to create a system that will encourage customers to come often, give a senior discount, reward points card, happy hour specials, etc. It will build more customer loyalty to the

Another important approach is the focus group because it provides the direct voice of the customers to the company, and the company has the advantage to ask important questions about the company, what the company should improve? What do you like the most of the company? The same responses can be collected from formal surveys; however, surveys sometimes are not effective because no responses. The direct customer contact approach is important to listen about experiences, and issues that customers have about the company. Complaints are a very important approach to learn from customers, is a key source of information to learn about products and services problems. And of course the internet and social media is one of the most important sources to listen and learn what customer think about the company, and what it should be improved.

4. Customer surveys are sometimes quite useful but sometimes useless, or even destructive. For example, people often complete a survey without really thinking about the responses. People sometimes mark everything perfect because a salesperson or service manager asked them to do so? People sometimes mark several responses low because their specific dissatisfaction has spilled over to a general dissatisfaction. Could a customer satisfaction survey, if conducted improperly or interpreted