STEP 1 COOLREST Improving COOLREST Customer Relationship COOLREST is a catering service company including the preparation and supply of meals for restaurants granted on customer premises, and various supply services for self-managed catering. This company has 460 employees, achieves a turnover of 34 M including 85% through 70 restaurants under concession. COOLREST's largest customer is a group of nursing homes which, for 15 years, has been subcontracting collective catering to 18 dependency care centres (2,200 meals / day). The health crisis has had a strong impact on collective catering. The health sector is spared, but COOLREST has seen a sharp drop in turnover in the education and industrial sectors with the development of distance learning and teleworking. COOLREST wishes to intensify its services in the health sector, in particular for selfmanaged collective catering, that is to say for establishments that have not outsourced their collective catering. The offer, intended for self-managed establishments is called COOLMENU, it has been in existence for 6 years and has reached almost 5 million in turnover, spread over 32 client institutions. These services are the subject of multi-year contracts. The services concern: - The supply of food products according to the needs of the restaurant, - automated management of orders and stocks, and integrated restaurant management software solutions, - the development of menus by a computer system, - the provision of payment solutions. - training of kitchen and room staff, To meet new health needs, COOLREST plans to integrate the supply of specific signage, furniture and consumables. The main efficiency criteria of the COOLMENU offer are: - For foodstuffs supply: - The scope and attractiveness of the products offered, in particular organic products, dietetic products for special diets, cooked products, festive products. - The absence of out of stock and the regularity of deliveries. - Adaptability regarding the frequency and times of delivery. - Information on product price fluctuations. - For restaurant IT management services: 4/7 - The ease of use of the tools offered. - Response and intervention times in case of a technical problem. - The reliability of the automation of menu cycles and ordering. - The precise response to the specific needs expressed. - For training services - The flexibility and accessibility of training sessions. - Modular programs to facilitate the personalization of training and the transposition into daily life. - On-the-job training. Of course, for each of these services, customers are also sensitive to the costs and effectiveness criteria common in providing B2B services. You are assigned to COOLMENU service at COOLREST, 1.1 / Interview plan In order to measure customer satisfaction, but also in order to understand and measure the priority expectations of customers of the COOLMENU offer, you must prepare an in-depth interview plan. Here is the sheet of the work to be done: It's up to you to make this deliverable, knowing that the information collected must allow you to publish: - an annual index of overall satisfaction and - an expectation / perceived performance matrix. In addition to open questions, a detailed list of criteria corresponding to these expectations / performances should be proposed with a rating scale for these criteria (around ten criteria maximum). The main criteria by type of service have been given to COOLMENU Customer Interview Plan Subject: customer expectations, satisfaction and need for development Targets: Managers of self-managed restaurants at the customer's premises Deliverable: standard interview plan to be carried out each year Method: in-depth face-to-face interview by COOLMENU sales representatives (interview duration: 30 to 45 minutes) Sample: Contracts over 100 K / year Topics: decision-making process with the client, nature of the services subcontracted, expectations / satisfaction, development needs, Level of interest in any service to be included in the offer, competition. 5/7 you but you can supplement them by your reflections and personal research. This is an in-depth interview plan. Structure your interview plan by topic. STEP 2 2.1 / Customer Lifetime Value and loyalty The marketing department is working on the development of packaged offers for COOLMENU. You are asked for an estimate of the Customer Life Time Value. This estimate concerns a sample of contracts with common characteristics: Average invoicing amount: 12,000 per month which can be detailed as follows: - Supply: 85% of the invoice amount, with 15% added value * - IT tools fee: 10% of the amount, with 70% added value *. - Monthly training package: 5% of the amount with 50% added value *. * Estimate given by management control The current observation is that the average duration of contracts is 3 years with a retention rate of 65%. The prices for these services are not indexed to any price index and are subject to intense competition. Management control advises to apply a 2% discount rate. It's up to you to estimate the lifetime value of these customers on the basis of the added value. - Give the details of your calculations (for example through a table), - suggest additional data to be considered to refine this calculation, - explain the use you can make of this value. 2.2 / Loyalty supports COOLMENU department wishes to define loyalty resources for the same sample of clients. The objective is to increase the retention rate by 5 percentage points. The budget for loyalty actions must not exceed 10 % of the expected gain (CLV based on added value). - Calculate the amount of your loyalty budget per customer (explain your calculations). - Propose five relevant support or means of loyalty, including three priority ones, argue considering your budget. STEP 3 3.1 / Replying to a letter from the SOS company You receive copy of a letter from the SOS company, addressed to Jean-Marc BORLO, CEO of COOLREST (see annex). Jean-Marc BORLO have to leave quickly for 5 days 6/7 (his flight will not wait). He gives you notice that he is willing to meet the client with you and to appoint you as COOLMENU Customer Manager. Jean-Marc BORLO ask you to prepare a written response on his behalf. The mail must be sent today. Jordan CHAOUKI is the current account manager entrusted with this client, but he is off sick from work and unreachable. Write the response letter in order to get an appointment. 3.2 / Problem solving with the client Following the reply letter, you prepare the appointment with SET Company. Develop and set out eight guiding principles to effectively assuage the crisis. Next page: mail from SOS company