31 March 2008

Case Study - Tsui Wah

"Besides money, what can I help you?"

That's how the waiter/waitress at Tsui Wah Restaurant introduces him/herself to the customer. Is that strange? Sure it is, but it is also friendly. Strange is not always bad if it creates a unique selling proposition that touches heart. It is better to impress people at first touchpoint, or better known as first impression, than at a later stage because "well begun, half done." Opening message is always important. It catches people attention when the message is compelling. Positive first touchpoint experience may not necessarily guarantee success, but if it is combined with consistency, then success is only a few steps away.

When people go into a restaurant, they do not only consume food, but also environment and service. The reason why they choose a particular restaurant is either because of past experience or word-of-mouth.

Experience is a personal and unique feeling that an individual senses at every touchpoint. If the experience with the restaurant is positive, then revisiting is very likely. Otherwise, the customer can always pick another restaurant which offers positive experience. Consistent positive experience is a prerequisite for word-of-mouth. People only broadcast when it is worth their efforts.

Retail is about detail, and detail is about every point of interaction, seen and unseen. Customers may value every touchpoint equally, or differently. To a restaurant, food, service, environment, location, and operating hours are the critical touchpoints. Tsui Wah basically excels in all five.

Tsui Wah is truly an innovative restaurant. They launch new products almost every month. Of course they do have signature dishes, but they won't stop there. They try harder, and harder. Of the 5 critical touchpoints, food innovation perhaps is of priority. Service comes next, and then environment. Location and operating hours are convenient. In fact, Tsui Wah has always been the favorite of late night partiers.

The first Tsui Wah was opened in San Po Kwong in 1970s. Now it has 10 outlets around Hong Kong.

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