ReEvolution Coffee Shop (Business Analysis Case Study)
Join the love revolution in re-Evolution Coffee houses!
Press release:
The next revolutionary step in the evolution of coffee house culture is the way you get your coffee. Re-Evolution Coffee shops chain MD Dirk Dash explains: “If you’d rather not queue up for your coffee at the counter, at re-Evolution Coffee Houses up and down the UK you will be able to just sit yourself down, relax and our service staff will be at your side ready to take your order, sending it instantly to the re-Evolution Coffee Wizards who will work their magic and notify the staff to deliver it to you – effortlessly… our service staff will be using the latest and best wireless technology to provide the ultimate coffee house customer experience, so relax and join the love revolution – but only in re-Evolution Coffee Houses!”
From:
Dirk Dash (MD re-Evolution Coffee Houses)
to:
Adele Ash (Sales & Service Director)
Ben Bash (IT Director)
Carla Cash (Finance Director)
Subject: at seat service development & launch
Guys,
Check out the attached press release – as you know we are planning to launch in 3 months so it’s time to crack on and get this delivered.
This is a big venture for us, but it differentiates us from the competition and, if we get it right, we can get the lead in the market place…so there is a need for speed but given the likely costs and risks – money and reputation – we need to get it right first time or our shareholders will unimpressed.
As the management board, we just can’t afford another experience like the Streamline implementation.
Adele: you will need new staff and the existing ones are going to have to learn new ways of working with new technology – but this is all about customer service so make sure you let Ben know what the technology needs to do to enable your staff to deliver that service.
Ben: the wireless order taking and fulfilment capability is the backbone of this. The ‘at seat’ staff taking orders at seat can do the best job in the world but the Wizards must get the right orders in the right sequence at the right time or the ‘at seat’ staff can’t deliver excellent service.
Ben, Adele: you need to tell Carla what the indicative costs and timescales are going to be.
Carla: this initiative is key to company growth plans but not at any price, let me know as soon as you have some figures of costs and returns to show me.
This is a high risk, high reward opportunity – do it right!
Regards,
Dirk
From:
Ben Bash (IT Director)
To:
Dirk Dash (MD re-Evolution Coffee Houses)
Adele Ash (Sales & Service Director)
Carla Cash (Finance Director)
Subject: Re: at seat service development & launch
Hi,
If we are going to avoid another Streamline fiasco, I suggest we start by defining exactly what it is that we’re changing in terms of systems and people. I have some business analysts already started on this to define the requirements, please make sure you make time for them.
Once we know what we’re doing here we can specify the technicalities of the wireless solution. At that point I can give some sensible cost estimates.
There is a lot we need to agree. For example one question I already have (and that makes a big difference to costs) is do we expect seated customers to be able to pay for their orders as they place them like those queuing at the counter do? We can do that but it means linking up to Streamline services via the order taking handheld and that will involve costs.
There are a shed load more questions like that which need to be answered before we can give Carla indicative costs.
Regards,
Ben
From:
Adele Ash (Sales & Service Director)
To:
Dirk Dash (MD re-Evolution Coffee Houses)
Ben Bash (IT Director)
Carla Cash (Finance Director)
Subject: Re: at seat service development & launch
Hi,
Glad to hear about the business analysts, Ben. I don’t want to go through another change like StreamlineJ! We will make available as much time as needed.
Overall I can tell you how it will work right now: A customer comes in to a shop and takes a seat. The waiting staff will give them time to select what they want and then approach to take their order, coming back if necessary. While they are taking the customer order they will recommend the promotions we are running as the opportunity allows. Once they have got the order it needs to be sent to the Wizards who will make up the orders in the sequence they receive them interspersed with counter orders. Ben – can the counter orders and table orders be put on one list so the Wizards don’t have to sort through two lists? When the order is ready the Wizards need to be able to tell the waiting staff who will pick the order up from the counter and deliver.
One thing to factor in here is recruitment of new staff, and training new and existing staff. Suggest we go for a train the trainer approach and I will draw up plans accordingly.
Payment – my belief is payments will have to be made at the counter (if agreed we could look at setting up a separate payment queue for this). I think taking payment as customers place the order will take up too much time and over complicate things.
Maybe make that a next stage thing?
Regards,
Adele
From:
Carla Cash (Finance Director)
To:
Dirk Dash (MD re-Evolution Coffee Houses)
Adele Ash (Sales & Service Director)
Ben Bash (IT Director)
Subject: Re: at seat service development & launch
Hi,
Ben, Adele, give me costs and benefits whenever you can, caveat them however you like. We can start building a benefits case as soon as we have some figures and then refine them as we go.
By the way, we have an opportunity here to get some good management information – things like better shop performance figures and new information like average order fulfilment time, promotions uptakes and so on. It might even be worth tracking individual staff performance…is this going to be possible? The benefits would be much better reactive management of local issues and much better future planning by shop and for the whole chain…
Regards,
Carla
From:
Dirk Dash (MD re-Evolution Coffee Houses)
To:
Adele Ash (Sales & Service Director)
Ben Bash (IT Director)
Carla Cash (Finance Director)
Subject: Re: at seat service development & launch
Guys,
Great start!
I would like a presentation of how we see all this working in 3 weeks. Just show me the overall solution not the detail.
To answer some of the questions that have already come up:
- Payment taking at seat is out – we’ll make it next stage as Adele suggests
- Management information is in: you’re right Carla it’s a great opportunity!
Good work team, crack on!
Regards,
Dirk