bake - May 2014 - 10

management

Be Easy To Do Business With
According to the Bain & Company Harvard Management

phones on the sales ﬂoor or in the production area was seen

update, 80% of companies believe they deliver a superior

as having the potential to cause problems, but that might

customer experience, but only 8% of their customers agree.

need to be reconsidered.

This statistic deserves much consideration from business
owners when developing customer service policies. Being

With more and more people connected to the internet

easy to do business with could mean higher ticket sales and

through their phones, an employee is better suited to send a

retaining regular customers.

picture of a product to a customer requesting one. "We need
to adjust our policies so we can give our employees the tools

The easiest way to know you're providing good customer

to be successful," Rouwhorst says.

service, is to ask. "Asking for that feedback is critical," says
Renee Rouwhorst of Ryke's Bakery in Muskegon, MI, "and it

When dealing with issues of security, simply provide a

doesn't just happen. You have to go out and get it." Once you

company cell phone used for this purpose. "They use my cell

have the feedback, it's up to you to ﬁgure out how to improve

phone," Rouwhorst adds.

it to make sure your customers keep coming back, and that
they tell everyone they know about it.

A Quick Test
At Ryke's, Rouwhorst developed a test to assess customer

The System, Not the People

service. She got an outside party to call the bakery with a

Eighty percent of customers' problems are caused by bad

purposely difficult order and provided the following list to be

systems, not bad people, says John Goodman, vice chairman

used for recording the nature of the service received.

of TARP, Inc. One of the culprits that have turned once good
systems to bad is technology, speciﬁcally the adoption and

* Number of times put on hold

use of it by shoppers. At one time, employees having cell

* Number of times transferred to someone else
* Number of times told, "we can't," or "don't do that,"
in one form or another

"We need to adjust our
policies so we can give
our employees the tools
to be successful."
Renee Rouwhorst of Ryke's Bakery in Muskegon, MI

* Number of times told, "it's not how we do business,"
or "our policy is..." in one form or another
* Number of times you have to repeat yourself
"I Can..."
The most important thing you can do to provide your
customers with a positive experience is to train your staff to
always use "I can" statements. Always provide customers with
alternatives that can be done rather than telling someone
what the bakery can't or doesn't do. BOB SIMS

10 < MAY 2014 | bakemag.com

http://www.bakemag.com

bake - May 2014

Table of Contents for the Digital Edition of bake - May 2014

bake - May 2014
Editor's Note - Share Your Stories
Table of Contents
News Bites - CSM Bakery Products welcomes new vice president
Nature’s Bakery prepares to expand
Extension of Barry Callebaut’s health claim on cocoa flavanols approved
My Favorite Things
Management - Be Easy To Do Business With
Labor Front - Summer Interns
Food Safety - Refrigeration & Storage
Legislation - Minimum Wage Law
Ingredients - Innovative and Healthy
Back to Tradition
Cafe Style
Lighting Your Bakery
Taste/Tomorrow
Bread and Baking - Bagel Makeover
Dividers & Rounders
Accuracy in Measurement
Cake - Donuts for Summer’s Dog Days
Decadent Dessert Bars
Smartphone Photography
Cafe - Signature Soups and Salads
Be "Smooth"
Products
Product Showcase
Classifieds
Ad Index
bake - May 2014 - bake - May 2014
bake - May 2014 - 2
bake - May 2014 - Editor's Note - Share Your Stories
bake - May 2014 - 4
bake - May 2014 - Table of Contents
bake - May 2014 - Extension of Barry Callebaut’s health claim on cocoa flavanols approved
bake - May 2014 - 7
bake - May 2014 - My Favorite Things
bake - May 2014 - 9
bake - May 2014 - Management - Be Easy To Do Business With
bake - May 2014 - 11
bake - May 2014 - Labor Front - Summer Interns
bake - May 2014 - 13
bake - May 2014 - Food Safety - Refrigeration & Storage
bake - May 2014 - 15
bake - May 2014 - Legislation - Minimum Wage Law
bake - May 2014 - 17
bake - May 2014 - Ingredients - Innovative and Healthy
bake - May 2014 - 19
bake - May 2014 - 20
bake - May 2014 - 21
bake - May 2014 - Back to Tradition
bake - May 2014 - 23
bake - May 2014 - 24
bake - May 2014 - 25
bake - May 2014 - 26
bake - May 2014 - 27
bake - May 2014 - 28
bake - May 2014 - 29
bake - May 2014 - 30
bake - May 2014 - 31
bake - May 2014 - Cafe Style
bake - May 2014 - 33
bake - May 2014 - Lighting Your Bakery
bake - May 2014 - 35
bake - May 2014 - 36
bake - May 2014 - 37
bake - May 2014 - Taste/Tomorrow
bake - May 2014 - 39
bake - May 2014 - 40
bake - May 2014 - 41
bake - May 2014 - Bread and Baking - Bagel Makeover
bake - May 2014 - 43
bake - May 2014 - Dividers & Rounders
bake - May 2014 - 45
bake - May 2014 - Accuracy in Measurement
bake - May 2014 - 47
bake - May 2014 - Cake - Donuts for Summer’s Dog Days
bake - May 2014 - 49
bake - May 2014 - 50
bake - May 2014 - 51
bake - May 2014 - Decadent Dessert Bars
bake - May 2014 - 53
bake - May 2014 - 54
bake - May 2014 - 55
bake - May 2014 - Smartphone Photography
bake - May 2014 - 57
bake - May 2014 - Cafe - Signature Soups and Salads
bake - May 2014 - 59
bake - May 2014 - Be "Smooth"
bake - May 2014 - 61
bake - May 2014 - Products
bake - May 2014 - 63
bake - May 2014 - Product Showcase
bake - May 2014 - 65
bake - May 2014 - Classifieds
bake - May 2014 - Ad Index
bake - May 2014 - 68
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