Qualitaly_117

JUN. JUL. 2020 X aforementioned RAD, if the process of customer checks at the entrance and all other regulations have not been initiated. Any “anomaly” must be recorded so that there is maximum protection from the employer towards the subordinate. ______________________________ AT PAGE 36 IN THE RESTAURANT From marketing to “societing” Designing a correct customer- experience is essential, especially today to regain the trust of patrons unnerved in the post-pandemic period. by Luca Vivanti Italy is restarting, people are going out once again and resuming the ‘life before’. On the one hand, the desire to resume old habits and behaviour, on the other, the ever-lurking fear. In this setting, one must bet on the future. Analyse one’s past to correct it. Many have always continued without a genuine revamp, because the trade in their premises was at the least sufficient or maybe even satisfactory. But Covid changed everything! Most are aware of this, but are still bewildered. The solution is to build a new customer- experience that builds on the positivity of the past and reassures in the present, while correcting all the critical aspects of which one was aware, but which were always postponed to a future that never came. Now the time has certainly come because circumstances have dictated so. THE 9 AIMS OF THE EXPERIENCE It must be said that for a long time now choosing a restaurant mainly takes place digitally, therefore, it is essential to “be found” via the web successfully and positively. Let’s assume that this fundamental process is done and so the client is coming to the restaurant. Let’s analyse then moments and areas of the experience. . ./0 01. 1!0 2 . point of every visit, it is imperative that the window, the entrance door, the possible sign, the graphics, the decorations and anything else that can be a positive external “business card”. Indispensable: welcome the customer positively from the outside and create that moment of magic immediately at the entrance. 01. 1!0 0!0 .341 2 One of the most critical moments of the experience. It must be extremely positive, projected in actions and attitudes, more so even than the furnishings. Never keep anyone waiting more than the bare minimum. Always remember that you are welcoming an important guest into your home. This continues until the guest sits down at the table and the service begins. The immediate presence of the waiter of reference who, even before indicating/illustrating the menu (and here Covid imposes many new behaviours, styles and tools) offers something “free” and unexpectedly (an aperitif, a simple but refined snack, a game / entertainment if there are children), relaxing the customer and putting him at ease, making him feel immediately like an important guest. 50 .316 2 of the tables, the main and secondary routes, any signage, dividing elements, have become extremely important. I have often heard the term “things of yesteryear” used to justify the abolition of dividers between one table and another, while it was the willingness to exploit every last centimetre of their premises that dictated the often “critical” crowds from the point of view of a positive experience. Loud background noise, which too often forces you to speak out loud to make yourself heard by your diners, increases the disturbance and causes that feeling of annoyance that will surely penalise the memory of the place. It should be kept in mind that today that forced coexistence or impromptu encounters with one’s neighbours are seen more negatively and less welcome than before. Always remember that deep-seated fears take a long time to disappear. So, rethink your restaurant around the regulations in place and arm yourself rather with longer opening times. Many people, from their travels overseas, are fully aware of established eating habits in other countries, sitting at the table at different times of the day, and therefore don’t appreciate rigid opening hours. 7018 2 aspect of a successful experience is the choice. Telling a menu as if it were a novel and not a mathematical table, is indeed an art, but it further serves to make the consumer feel pampered and “unique”. Wisely guiding the choice is another fundamental moment, which must take place immediately and not after a long wait at the table. If you have offered something, let the customer take the time to savour the unprecedented surprise and, while they’re doing so lead them by the hand, “accompany them in the choice” of the most suitable menu. This, by the way, reduces the list and makes it look like an exclusive experience. Let me explain better: if I read too-short a menu, it will seem to me that you have nothing to offer, if on the contrary it is too large, I will be disorientated and I will remain hesitant in having made the right choice. If, on the contrary, I listen to the tale of suggested, recommended courses, it will seem to me that I am participating, MAGAZINE