Relatório de Gestão
78
At present, Ibersol is an prominent name in the food
service area in Portugal, but the Customers keep push-
ing the Group to go further. The Customers are themain
concern of the Organization, therefore we devote to
themall our attention, always trying to keep up to their
expectations, anticipating trends, meeting their needs
and offering value propositions more solid than ever.
In order tomeet these newdemands, the Ibersol Group
keeps improving the organization of the units, the in-
formation systems and the systemic approach that
allows us to identify large clusters of consumers and
restaurant segments, according to the different aspects
and behaviours.
To come closer to the Customer, as a whole, is a con-
cern that arises from the active sustainability policies
that place the Customer at the centre of the attention
of all those who belong to the Ibersol Group. By under-
standing the Consumers trends and integrating their
expectations in everyday’s procedures, in a responsible
and comprising way, the Ibersol Group plays an active
role in the valorisation of the consuming relationship.
2014 was marked by the intensification of the unit’s
2014
2013
2012
Nr. complaints
306
368
448
Nr. complaints / 100,000 transactions
1.44
1.85
2.05
2014
2013
2012
Monthly Average
26
31
37
modernization for the different brands and businesses,
in Portugal and in Spain, with the purpose of providing
a better experience and environment to the Customer.
We continued the strategy to invest in a more modern,
up-to-date, innovative and interactive experience in the
restaurants, and to deliver new concepts to fit the needs
of these new Customers.
Listening to Customers
Customers are at the centre of Ibersol’s attentions. That’s
why it is crucial to audit units by means of the Mystery
Customer program, to measure Customer satisfaction
levels and to examine and handle any complaints re-
ceived.
In 2014, approx. 3,800 Mystery Customer audits were
performed in the units. Another tools that the Group
has to listen to the customer is the ‘Appreciation Card’.
This tool is always present in the units and is destined
to measure factors such as Customer satisfaction and
loyalty. In 2014 more than 15,000 Customer Cards were
analyzed. The year was also marked by the implemen-
tation of online feedback tools, such as Guest Trac at
Burger King, and Miitexperiência at Miit. In 2014 more
than 18,000 surveys of this kind were analysed.
Devotion to Customers
