Understanding the Voice of Customers at Larosa’s Pizzerias

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Quality in Practice: Understanding the Voice of Customers at Larosa’s Pizzerias

Summary

Larosa Pizzerias is a pizza restaurant that was established in 1954. It grew to a chain of pizzerias with 54 stores located in Cincinnati, Ohio, Northern Kentucky as well as southern Indiana. The hotel offered full services in dine-in, take away as well as home delivery. The business adopted a development strategy with no positive outcomes for 3 years as a result of lack of sound factual data. The management later established a project team headed by the marketing director to give their endorsement for an Italian pizzeria conception that could meet the needs and prospects of its customers. The executive management team therefore decided to adopt a strategy known as Voice of Customers (VOC) to collect data. The VOC is a method that entails asking clienteles to express their wishes, needs, likings, sentiments as well as prospects through what they have experienced. Larosa carried out 16 detailed one on one discussion with the present and potential clienteles both within and outside of their present market area. Their key aim was to get examples of dinning incidents that clients had experienced plus the good, bad and the ugly incidences.

Case study questions and answers

1. How does VOC differ from other forms of market research into customer needs and expectation? What advantages and disadvantages does it have?

As VOC concentrates on listening to the key requirements of clients while market research provides significant information for the purpose of identifying and analysing the market requirements, size and competition. Thus it helps businesses in the development of a clear and reasonable data that guides product development. The advantages of VOC include; ability to acquire accurate data based on clients’ experiences and desires, revelation of clients’ behaviour towards the products and services offered and minimization od the dangers that are linked to formulation and implementation strategies that do not encompass clients’ needs and desires. The disadvantages include; time consuming and high costs.

1. What impact did the VOC process have for Larosa?

It was challenging for Larosa to translate the customer voices into actionable terms, however VOC enabled the business to discover the latent requirement of the clients. It had a very effective impact on the business in that it was able to prioritize key requirements of the clients.

1. Mock VOC for my school

Interview questions

1. What was the first impress you had when you came to this school?
2. Did the school meet your desires?

Analysis

Group interviewed consisted of 4 males and 4 females.

From the interview, most of the interviewed had good impression towards the school when they first joined. However, in accordance with the students’ desires, the comments revealed that they were unsatisfied with the services that the school should address such as unfriendly staff and poor facilities.