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1.0.

Summary
LaRosas is a privately held chain of neighbourhood pizzerias with locations that offers full
service dine in, carry out and home delivery. LaRosa has been a leader among local business in
adopting and promoting total quality principles. In 1997, as part of a new strategic planning
process, LaRosa identified growth as a key strategic goal. But it doesnt produce tangible result
and also lack of foundation for the decision.
In 2000, a project team was formed to tackle this issue and was given complete latitude to make
any recommendation for concept based on customer needs and expectations.the key tool that
successfully led to an understanding of their customers and to a new and innovative restaurant
design was Voice of Customer (VOC). VOC is a structured methodology for listening to
customers that is promoted by the Centre for Quality of Management (CQM).
The basis for VOC is asking customers to express their needs and expectations through their
express their needs and expectations through their experience. LaRosas understood the customer
as saying that restaurant design should consider the diverse comfort needs of all guests and
LaRosas was able to prioritize the most customer requirements.
The VOC changed the company focus from a product out to a market in mentality. It gave them a
decision making tool based on factual data, broke down communication silos within the
company and eliminated he age old sales and marketing versus operations conflict.
The management was able to agree on a growth strategy that had eluded them for three years.
The result was a new restaurant design concept that explicitly addressed the voice of the
customer. LaRosas developed a larger waiting area, a casual bar area with more of an adult
atmosphere in addition to the family dining areas. LaRosas also initiated an improved kids
program highlighted by Luigis Closet. The Bonus Materials folder on the CD ROM provides
some photographs of the result.
The new restaurant jumped to second in sales behind LaRosas flagship location. The dining
room check average, profitability as a percent of gross in much higher than the chain average.

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2.0. Question 1

Poor strategies

Internal problem faced


by LaRosa's Pizzerias

Lack of knowledge
among staff

Bad impression of
cleanliness of restroom
and restaurant

There are some internal problems faced by Larosas Pizzerias. Firstly is poor strategies that
handled by management. Even though the Team Management worked on strategies for growing
the company for three years but there is no tangible result has been obtained. The reasons are
lack of fact. This because the Executive Management Team had developed three strategies but
could agree which one to follow because lack of foundation in decision.
Secondly is lack of knowledge among staff. For example, staff doesnt know the difference
between black pepper and gnat. This means that they hired staff without survey their background
and their qualification.
Thirdly is cleanliness of restroom and restaurant. Even though Larosas Pizzerias has been
leading among the local business, the cleanliness of restrooms and restaurant was very bad
impression for customers. For example, the customer has complained that she or he saw a dirty
rag being slopped around a dirty table. Moreover, in restrooms, customer couldnt use any things
such as tissue; pipe and so on because the restrooms were so dirty.

3.0. Question 2
In our opinion, the teamwork has benefited to Larosas Pizzerias. Because people are naturally
social, they need to interact with others regulary. Working as part of a team can meet this need.
Depending on the group dynamics, a team an offer additional benefits or drawbacks to its
members. Group dynamics are the ways that people interact with each other. This includes how
they develop roles, establish relationship and influence each other. If a team has poor group
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dynamic, members are often in conflict. They avoid group activities and work independently
which makes the team less productive. When a team has good group dynamics, members get
along with each other and are motivated to contribute to the team and its goals.
There are few benefits in teamwork. Firstly is satisfying a sense of belonging. In general, people
need to feel they are a welcome and valued part of their environment. They seek a sense of
belonging in their social and professional lives. As you work with a team, consider ways to
welcome members and help them feel they belong. Secondly is enhance feelings of identify and
self-esteem. At work, people often evaluate their role within larger organization. They want to
know that they are adding value to the business.
Thirdly is balance workloads and reduce stress. When a single person is responsible for
significant project, he or she can quickly become overwhelmed by the amount of work that needs
to be done. Assigning the project to a team distributes the same amount of work. Balancing the
workload creates a shared sense of responsibility and can reduce the stress on each team member.
Fourthly is meet needs for social exchange and interaction. People dont interact on a purely
professional level all of the time. Even in an office, they need to communicate with others
socially.

4.0. Question 3
Voice of the Customer (VOC) is a term that describes customers feedback about their
experiences with and expectations for products or services. Voice of the Customer is a multisource insight platform that focuses on customer needs, expectations and product improvement.
No one becomes an industry leader without listening to the customer. Customer-perceived
quality is the leading driver of business success. Effective voice of the customer programs allow
to connect and engage with customers at key points in the customer journey.
Customize products, services, add-ons and features to meet the needs and wants of customers,
maximize companys profit, identify and prioritize voiced needs and wants, prioritize issues and
developments, solicit and evaluate new concepts, ideas, and solutions.
When customers share their voice in real-time with organization, they expect you to listen, act
and report back to them.
The voice of the customer is best heard as an ongoing conversation. The key to creating an
effective VOC program is to gather and use information in a timely way that helps to improve.
Organizations often have multiple touch points with the customer that occur all across the
organization, including sales, support, and warranty and accounting interactions.

Here are 4 key areas to consider when building VOC program:


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i.

ii.
iii.
iv.

Capture: Its important to identify customer listening posts both internally and externally.
Surveys are the easiest and most common way to establish listening posts across all
customer touch-points and departments.
Analyze: After capturing key insights, you can then analyze feedback in real-time. Its
important to deliver clear and actionable insight to the right employee stakeholders.
Act: Successful VOC programs put you in the best position to act on real-time insight.
Knowing where the problem areas are allows you and your team to take corrective action.
Monitor: Continuous monitoring helps you to track results over time. Having a real-time
pulse on customers helps uncover patterns to see where are making improvements across
the enterprise.

5.0. Question 4
LaRosas was able to priotize the most important customer requirement for namely assurance
that cleanliness of the restrooms, prompt services, food and drinks at their proper temperature,
fresh food, meeting the unique needs of adult guests as well as families, exceeding service
expectations, an easy to read and understand menu and caring staff. The VOC changed the
company focus from a product out to a market in mentality. It gave them a decision making tool
based on factual data, broke down communication silos within the company and eliminated he
age old sales and marketing versus operations conflict.
The management was able to agree on a growth strategy that had eluded them for three years.
The result was a new restaurant design concept that explicitly addressed the voice of the
customer. LaRosas developed a larger waiting area, a casual bar area with more of an adult
atmosphere in addition to the family dining areas. LaRosas also initiated an improved kids
program highlighted by Luigis Closet. The Bonus Materials folder on the CD ROM provides
some photographs of the result.
6.0. Question 5
Lag
i.
ii.
iii.
iv.

Poor strategies
Lack of knowledge among staff
Bad impression on cleanliness restrooms and restaurant
Number of customer complaints

Lead
i.
ii.
iii.
iv.

Good facilities such as assurance cleanliness of restrooms and restaurant


Focus on product out to a market
Changing and developing atmosphere of restaurant
An improved kids program highlighted
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7.0. Conclusion
In any case, collecting customer feedback was a massive undertaking that few companies did
more than once a year maybe twice a year if they were lucky and response rates were typically
very low. Survey fatigue was rampant, mostly because surveys were not customer-friendly: They
were absurdly long and structured with the company's interests not the customer's in mind.
Today, those outdated methods are too slow and infrequent and don't go nearly deep enough to
keep up with modern business pressures. That's why companies today are turning to more
complete voice of the customer (VOC) solutions. VOC solutions take a surgical approach to
feedback, making it far more current and relevant and enabling companies to target different
groups of customers much more tightly, improving the quality, quantity, and accuracy of the
feedback they receive.
It has to go far beyond simply collecting customer feedback and survey data. Collecting data is
great but unless you have a clear path for taking action, all have is mounds of data. A VOC
approach puts more relevant information into the hands of people who can make a difference,
influencing decisions about the business on a day-to-day basis.

8.0. Reference
i.
ii.

Butterfield J. (2011). Teamwork and Team Building. 1st ed. United States: Cencage
Learning.
Qualtrics Voice of the Customer Program (n.d.) Voice of the Customer [WWW] Qualtrics
Voice of the Customer. Available from: http://www.qualtrics.com/research-suite/voice-ofcustomer/.html [Accessed 18/7/14].

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