Small Business
Description of the Business
The business is an Italian restaurant in a small town. The name of the restaurant is Vesuvio, the famous volcano that overlooks Napoli. The restaurant has wood pizza oven, and has been certified as an authentic producers of Neapolitan pizza. Furthermore, there are many other dishes on the menu, focused on pasta and salads, but also incorporating some classic Italian seafood and meat dishes. The restaurant has a focus on the cuisine of Naples and the surrounding region on Campania. To that end, the restaurant makes its own mozzarella di bufala, with milk from a local farmer. Some Sicilian and Roman dishes are also among the meals that rotate on the fresh sheet. There is an extensive wine list, and the restaurant makes its own limoncello and amaro liqueurs.
Customer Relationship Management
The restaurant is in a small town, and there are basically two markets that it serves. The first is the local area, where it is the only Italian restaurant. There are other pizza places, but this is the only full-service Italian restaurant. The second market is larger, and extends out around fifty miles in radius. Vesuvio is one of the only high end restaurants in the area, in terms of the quality of its food. Because of its pizzas are better than any others, and the rest of the menu, too, it draws from a much wider area than most small town restaurants in the state. There is a small but loyal customer base from the nearest big city, though these customers tend to visit less frequently than the local audience.
There are two main forms of customer relationship management used, the formal and the informal. The informal is a matter of the front of house staff getting to know each customer on a personal level. In a small town, this is an important aspect of CRM, and the employees are to be trained on the importance of learning people's names, chatting with the customers and getting to know them on a personal level. This should be done each time the customer comes in, so that the front of house staff can get to know the customers over time. Small town customers expect personal relationships with the businesses that they patronize regularly. Everybody knows everybody in a town of this size, and the front of house staff have to reflect this in the way that they deal with the local customers.
But CRM is more than just getting to know customers. In fact,...
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