The Voice of Customer
Assessing customer experience
for a restaurant
Background and objectives
• Business background: restaurant A would like to conduct a study to assess their customer experience.
The results would help to provide direction for their operational improvement.
• Research objectives:
1. Profiling customer of restaurant A.
2. Assessing customer satisfaction at restaurant A.
3. Identifying what delight or frustrate them.
4. Recommendation for improvement.
2
Research design
• Interview method: interviews with customers after they finish their meal and make payment.
• Target:
• Gender: males and females.
• Age: 18 to 55.
• Interviews are conducted at 4 outlets of restaurant A.
• Time:
• Noon shift and night shift.
• Weekdays and weekends.
• Sample size: N = 246
3
Information coverage
1. Demographic 2. Behavior at restaurant A 3. Satisfaction
• Age • Visit with whom • Overall satisfaction
• Gender • Time to visit • Detailed satisfaction:
• Occupation • Total spend • Safeguard and parking
• Household income area
• Marital status • Taste and quality of
dishes
• Attitude of staff
• Time of services
• Price
• Restaurant environment
• Promotion
4
CUSTOMER PROFILE
5
Customers are mainly female, aged 25 - 44, and do not have
children yet
(N = 246)
Male 34.1%
~ 66% of the customers are
Gender
female.
Female 65.9%
From 18-24 years old 13.0%
From 25-34 years old 31.3%
Age ~ 70% are aged 25 - 44.
From 35-44 years old 40.2%
From 45-55 years old 15.4%
Single 58.5% Having both single and
Marital &
married customers, but
Children
Married 21.5% 19.9% most of them (79%) do not
Status
have children.
Have children Have no children
Q2. Record gender of customer Q4. What is your current marital status? 6
Q3. May I ask your year of birth? Q5. Do you have children?
Most customers have a high level of education and work in
professional or office-based jobs
Level of Education (N = 246) Occupation (N = 246)
Housewife 2.8%
Illiterate Small trader 1.2%
0.41%
Shop owner 0.4%
Primary school 1.22% Bus iness owner (self-employed) 5.7%
Bus iness owner (less than 10… 4.5%
Sec ondary school 0.81%
Bus iness owner (more than 10… 6.9%
High school 13.01% Self-employed (Doc tor / Lawyer /… 4.1%
Factory/ retail/ c onstruction/ cosmetic… 2.4%
College/ Vocational school
graduation certificate 3.25% Skilled trade/ machine operator 0.4%
Profess ional (Doctor/ Lawyer/… 11.8%
Univers ity graduation certificate. 54.88%
Officers/ Executives - Middle/ Senior 20.3%
Studying at or graduated from Officers/ Executives - Junior 15.9%
Pos t Graduate University 16.26%
Clerical/ Sales 0.8%
Refuse to answer 10.16% Other (specify_____) 9.3%
Refuse to answer 13.4%
7
Q6. Which is best describe your main occupation? Q7. Please tell me your highest level of education?
Customers' households mainly belong to the high-income
(Class A) segment
Total household monthly income (N = 246)
F Below 3,000,000 VND 0.03%
E From 5,000,000 to below 8,000,000… 0.21%
E From 8,000,000 to below 10,000,000… 0.42% Class %
D From 10,000,000 to below 13,000,000… 0.17%
Class A (From 25,000,000 to above) 75.71%
D From 13,000,000 to below 15,000,000… 0.63%
C From 15,000,000 to below 18,000,000… 0.24% Class B (From 20,000,000 to below 25,000,000 VND) 21.47%.
C From 18,000,000 to below 20,000,000… 1.11%
Class C (From 15,000,000 to below 20,000,000 VND) 1.36%
B From 20,000,000 to below 23,000,000… 0.94%
B From 23,000,000 to below 25,000,000… 20.53% Class D (From 10,000,000 to below 15,000,000 VND) 0.80%
A From 25,000,000 to below 30,000,000… 21.05% Class E (From 5,000,000 to below 10,000,000 VND) 0.63%
A From 30,000,000 to below 35,000,000… 27.97%
Class F (Below 3,000,000 VND) 0.03%
A From 35,000,000 to below 40,000,000… 1.36%
A From 40,000,000 to below 50,000,000… 2.44%
A From 50,000,000 to below 60,000,000… 4.18%
A From 60,000,000 to below 80,000,000… 3.90%
A From 80,000,000 to below… 3.55%
A From 100,000,000 VND to above 11.27%
8
Q8. May I ask your total household monthly income after exclude all the taxes?
Customers visit evenly during both noon & night shifts, on both
weekdays & weekends.
Record Shift & Day (N = 246)
Shift 51.22% 48.78% Day 49.59% 50.41%
Noon Night Weekday s Weekends
Customers usually visit in groups of 2 - 3 people, without children, and
spend an average total bill of ~460 thousand VND.
~2–3 is the number of people that customers usually go with (including themselves)
73% come without children
465.163 is the average bill amount
customers spend
thousand VND
Q9 & Q10. Record interview shift & day. Q12. Do you come with your children? 9
Q11. How many people did you go with today (including you)? Q13. How much is the total bill?
CUSTOMER SATISFACTION
10
Most customers are satisfied and show a high likelihood of
recommending Restaurant A to others
Recommendation likelihood (N = 246)
0 (definitely not recommend) 1 2 3 4 5 6 7 8 9 10 (definitely recommend)
8.42/10 Recommend 4.1% 11.0% 31.3% 13.4% 35.0%
With ~80% of respondents giving a score of 8-9-10
is a high average score of
0 (definitely not recommend) 1 2 3 4 5 6 7 8 9 10 (definitely recommend)
recommendation likelihood
35.0%
31.3%
13.4%
11.0%
Very few giving a score of 0-1 4.1%
3.3%
(strongly not recommended). 0.8% 0.4% 0.0% 0.0% 0.8%
However, no clear reason was
Recommend
found - they were still satisfied
with most factors of Restaurant A
Likelihood to Safeguard and Taste and Restaurant
Attitude of staff Time of services Price Promotion
recommend parking area quality of dishes environment
0 10 10 10 10 10 9 9
0 9 8 8 6 7 9 9
1 10 6 10 10 8 10 8
11
Customer satisfaction with specific factors of the restaurant was
also relatively high
Safeguard and Taste and quality Restaurant
Attitude of staff Time of services Price Promotion • The average satisfaction scores of
parking area of dishes environment
all factors are good, all above 8
8.88 8.52 9.06 8.92 8.41 8.76 8.98
Satisfation for Restaurant A factors (N = 246)
• For all factors, >80% of customers
Safeguard and parking area give a high score of 8-9-10
7.3% 25.6% 27.2% 37.8%
Taste and quality of dishes 13.8% 32.1% 28.0% 22.8%
• Safeguard and parking area,
Attitude of staff, Time of
Attitude of staff 3.3% 23.2% 29.3% 42.3% services & Promotion are
standout factors with high
Time of services 7.3% 25.6% 27.2% 38.6% satisfaction levels that the restaurant
should build on.
Price 13.0% 37.4% 22.4% 22.0%
• Taste and quality of dishes,
Restaurant environment 8.1% 24.4% 31.7% 31.7% Price & Restaurant
environment are factors that
Promotion 4.1% 25.6% 29.3% 39.0% Restaurant A has room for
improvement, converting customers
from hesitant (scores 5-6-7) to
1 (Totally dissatisfied) 2 3 4 5 6 7 8 9 10 (Totally s atisfied) strong (scores 8-9-10).
12
Key delights & frustrates & recommendations
Delights Frustrates
• The staff have a very good service attitude. • The taste and quality of dishes may not be truly impressive or
• The promotions are diverse and attractive. may not suit customers’ preferences.
• The security and parking areas are safe and convenient. • The price may be too high and not aligned with the quality
• Service time is quick. • The restaurant’s environment may not be appealing or
comfortable.
Recommendations for Improvement
• Enhance food taste and quality by refining recipes, using fresh ingredients, and testing new menu items to better match customer
preferences.
• Review and adjust pricing strategy to ensure better value perception, such as introducing value combos, special set menus, or
loyalty discounts (but should still be aligned with the customer profile - mainly in the Class A income segment).
• Upgrade the restaurant environment to make it more appealing and comfortable, such as improving lighting, seating, decor, or
background music.
• Leverage strengths in staff service, and promotions by training staff to upsell new dishes, and highlighting promotional offers that
encourage repeat visits.
13
THANK YOU I’m looking forward to
the chance of working at Cimigo
Le Ngoc Thien Minh
lngtminh03@[Link] | 0348 431 439
14