CUSTOMER CARE REPORT JOLIBEE GROUP 1

HCMC UNIVERSITY OF FOREIGN LANGUAGE - INFORMATION
TECHNOLOGY

CUSTOMER CARE REPORT ABOUT JOLIBEE INTERNATIONAL FAST FOOD
CHAINS IN HO CHI MINH CITY AT TAN BINH DISTRICT
Lecturer: Ms. Pham Thuy Quynh

Group member:
Vương Tiểu Băng

14DH107114

Tô Vân Anh

14DH103072

Đỗ Hoàng Hải Anh

14DH107076

Nguyễn Đặng Trúc Anh

14DH107014

Phan Cao Nguyên Bình

14DH103151

Huỳnh Kiến Cơ

14DH107086

Ho Chi Minh City
November 2016


Table of content
Page
I. Introduction .................................................................................................................. 3-4
II. Group report questions .................................................................................................. 4-10
Question 1 ...................................................................................................................... 4-5
Question 2 ...................................................................................................................... 5-6
Question 3 ...................................................................................................................... 6-8
Question 4 ...................................................................................................................... 8-10
Question 5 ...................................................................................................................... 10
III. Conclusion and recommendations ................................................................................ 11
References ........................................................................................................................... 12

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Customer care report about Jolibee international fast-food chain in HCMC at Tan Binh
district
I. Introduction:
Jollibee is the largest fast food chain in the Philippines, operating a nationwide network of
over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys the lion’s share
of the local market that is more than all the other multinational brands combined. The
company has also embarked on an aggressive international expansion plan, and currently has
80 stores outside the Philippines-USA (26), Vietnam (32), Brunei (11), Jeddah (7), Qatar,
Hong Kong, and Kuwait (1 each), firmly establishing itself as a growing international QSR
player.

Jollibee was founded by Tony Tan and his family with its humble beginnings as an Ice Cream
Parlor which later grew into an emerging global brand. At the heart of its success is a familyoriented approach to personnel management, making Jollibee one of the most admired
employers in the region with an Employer of the Year Award from the Personnel
Management Association of the Philippines, Best Employer in the Philippines Award from
Hewitt Associated and a Top 20 Employer in Asia citation from the Asian Wall Street
Journal.

Jollibee’s growth is due to its delicious menu line-up – like its superior-tasting Chickenjoy,
mouth-watering Yumburger and Champ hamburger, and deliciously satisfying Jollibee
Spaghetti -ably complemented with creative marketing programs, and efficient manufacturing
and logistics facilities. It is made possible by well-trained teams that work in a culture of
integrity and humility, fun and family-like. Every Jollibee outlet welcomes customers with a
clean and warm in-store environment and friendly and efficient service.

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And it is this tried and tested formula of delivering great-tasting food, adherence to world
class operating standards and the universal appeal of the family values the brand represents
that are driving the expansion of Jollibee both locally and in the overseas market.

In Vietnam, Jollibee has appeared quite early. Jollibee first shop opened in Ho Chi Minh City
in 1996 and now they are just concentrated in the South, especially in Ho Chi Minh City.
Jolibee has 40 chain stores and appears in 40 provinces of Vietnam. Each province has 1-2
chain stores, however 6 places that has the most chain stores of Jolibee are: HCMC (9),
Hanoi (4), An Giang (4), Binh Duong (3), Can Tho (3), Dong Nai (4).

To do this report, we choose HCMC is the place for doing our survey. And Tan Binh district
which has the most chain stores of HCMC is chosen as our sample of the report. Three chain
stores that we went on to observe and evaluate is:



Jollibee Trường Chinh: 360 Trường Chinh, F13, HCMC



Jollibee Maximark Cộng Hòa: Ground floor of Maximark Cộng Hòa, 15-17 Cộng Hòa,
Tân Bình District, HCMC



Jollibee Phạm Văn Hai: 856 Cách Mạng Tháng Tám, F5, Tân Bình District, HCMC

II. Group report questions:
Visit one of the hospitality organization at your choice and study about that place: Product,
service setting, service delivery system and answer following questions.
Question 1: Describe the first impression that you have with establishment. Give specific
examples.
According to Customer service training 101, first impressions are mental snapshots staff
take when staff first encounter a person or situation. They include a person’s looks and
actions: general grooming and cleanliness, clothing, tone of voice, attitude, body language,
and posture. And when I came to Jolibee to observe, here is my impression at Jolibee.
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The first impression when I come to Jolibee that is very friendly and professional in
serving guests. As the same with others brand of fast food, they always smile and take order
of customers very quickly. Furthermore, the food is served very fast and the taste is good. I
have great exprerience when I came to Jolibee last week. At the weekend, even the store is

quite crowed. Most of their guests are children and parents, they still served us with friendly
smile and warm welcome. We thought that they would unoticable about us, but we were
wrong, they still took our order really fast and the food was sevred after 10 minutes taking
order. All the store is clean and full of everything I need. I was very satisfied with everything.
Question 2: Evaluate the effectiveness of communication with guests at the establishment
After had a meal at Jolibee last weekend, my observation about the effect the effectiveness
of communication with guests at Jolibee are:
They impressed me with a good first impressions. When I entered Jolibee, all the Jolibee
staffs dressed nicely and greet me sincerely with eye contact, really friendly, happy tone of
voice and always smile when they speak and always maintain an erect posture and alert
manner
Jolibee staffs have effective non-verbal communication and listening skills. For instance,
when I ordered food at the counter, after the staff introduced their menu in details, they payed
attention and listened really carefully, and then repeated the order back to make sure
everything is clear and thank you with a smile after the order. In addition, I made some small
conversations with the staffs and they showed interested in the issue to be dealt with quickly
and spontaneously. Jolibee has observed the guest’s own communication style and to respond
accordingly.
The staff have good strong problem solving skills. As I tried to find out where the
restroom is, the staff actively approached and asked nicely whether I need anything, then she

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directed me to the restroom. Or when I got ketchup on my shirt, the staff gave me paper hand
towels and felt sorry for what I’d experienced. The staff was well-trained in order to handle
the issue wisely and subtly rather than ignoring it or dismissing it.
In short, in my experience, Jolibee has an effective ccommunication skill when they :


Acknowledge the guest’s presence with a “hello” or a smile even when they do not need
to speak with me



Remember my name



Listen when I speak



Make me comfortable



Always show honesty and consistency



Show agreement when possible



Say thank you often



Offer their help



Ask advice



Avoid status battles

Question 3: Evaluate the ways of building relationship with guests
Initially, when you enter the restaurant, there is a staff in a Bee costume waves his hand to
say hello, opens the door for you. This will build positive first impression of customers as
soon as their approach the store.
Then, when you reach the counter, the staff says aloud “Jollibee xin chào” to express
hospitality. The staff will ask what you want for meal, she also introduce special items on the
menu as well as the promotion if available. However, she was lack of enthusiasm and
friendliness when communicating with customers. Maybe she had a bad day it was shown by
her facial expression. Despite having any personal issues, the staff shouldn’t show it off and

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have bad attitude toward customers. After that, she recommends the menu items to me. She
didn’t ask me if I want to choose the combo 6 pieces of chicken’s pack although I went with
the group of friends. Not until I ask if there’s any combo for group that she answered there’s
1 available and told me to find out more on the menu board above. The staff didn’t try her
best to identify customer’s needs. However, she had done a good job in summarizing
customer’s need by confirming what I just ordered to check if there had any mistakes.
After the order, the staff gave you the bill and the order number, then you can find a seat
wait for your meal. She brought the dish to me after few minutes but there isn’t any greeting

nor a smile from her. She just put the dish on the table and walked away with the order
number. It’s obviously that she was lack of interest and was not really helpful with
customers.
I think Jolibee staffs lack of 6 steps to build and maintain positive and strong relationships
with all customers:


Establishing rapport



Interacting positive with customers



Identifying customer’s needs



Making the customer feel valued



Maintaining ongoing relationships



Different Strokes: Handling different types of customers
Initially, in the first step of establishing rapport, Jollibee had been very successful in

building first positive impression as soon as customers approach the store. However, right
after communicating with the staff, I was not interested in being a Jolibbe’s loyal customer.
Even if I was, I would be just because of the taste of the food and the convenience, not the
service.
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The staffs at the counter was not really friendly, she didn’t show her smile a lot. The staff
who served the dish to me had the same problem, I didn’t see a smile or any greetings from
her. As far as I concerned, most of the staffs didn’t show any interest or honesty towards
customers.
Step 2 interacting positively with customers and step 3 identifying customer’s needs. The
staff at the counter was not really helpful as she didn’t try to find out customers’ need
through asking questions. She just replied briefly to customers if necessary. In addition, she
didn’t recommend variety of alternatives and the optimum choice for customer.
Step 4 making the customer feel valued. The staff didn’t try her best to help customers.
When I asked about the combo pack, she just explained briefly and told me to find out more
on the menu board by myself, instead of going out of her way for customers. It made me feel
a little bit disrespectful.
Step 5 maintaining ongoing relationships. Because it’s a fast food restaurant, things like
remembering your customers, learning customer’s names, remembering something about
your customers or learning your customer’s preferences are almost non-existed. However,
through the 4 steps above, it’s very difficult for Jollibee to maintain long term relationship
with their customers if they don’t change the staff’s attitude toward customers. People may
come back for the taste of the food or the convenience, but other prissy customers would
choose another fast food brand instead of Jollibee to make them feel comfortable.
Question 4: Evaluate the ways of taking care of customers through face-to-face contacts and
self-service contact
Face-to-face contacts:Like most of the fast food restaurants, in Jollibee, the counter where
we ordered food is also where we received customer services. Staff here will taking your

order as well as showing information, taking complaint,... That’s why customer services here
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are not good, because staffs here don’t have experience to deal with complaint, beside their
main job here is to sales, providing customer services is just a small parts of the job.
Self-service contacts:Since we finished ordering foods, besides a smile when you made
eyes contact with the staff, there aren’t face-to-face contacts anymore. You have to do
anything by yourself from taking sauces, straws, tissues,… but cleaning your tables is
optional.
Overall, Jollibee staffs was lack of knowledge in serving and caring customers. Howerver,
fast services, good food quality and cleanliness has met our expectations.
There are 3 steps to improve customer cares through face-to-face contacts:


Step 1: Saying Hello: Greeting the Customer.
Since we walked through Jollibee’s door, no staffs will notice us until we started ordering

food. The staff in the counter greet us with: “Good afternoon, welcome to Jollibee, how can I
help you ?” without a friendly attitude. She’s not very helpful in explaining the menus for us,
didn’t recommend us any choices.
Jollibee has not doing good in greeting customers, make good impression since we enter,
not helpful in explaining the menus, and their attitudes need to be improved in order to make
customers satisfied.


Step 2: Between Hello and Goodbye: Helping the Customer.
Because this is a fast food restaurant, so no one walked us to the tables, we get to choose

tables, have to get chilly sauces or ketchup by ourselves. The only thing that we don’t have to

do is cleaning the table after finishing our meals. Staffs didn’t recommend us anything, not
even ask us if we need anything else so if we need anything we will have to ask them first.

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

Step 3: Saying Goodbye: Ending the Interaction.
Face-to-face contacts end since we finish ordering and taking our food to our tables, the

staff not saying anything like: “Enjoy your meals” or “Thanks for choosing Jollibee, have a
good day”. Depend on the staff’s mood, they may say it to other customers but not us. It
seems like they don’t care if we satisfied or not, they just doing their job is to sales meals.
And because this is a fast food restaurant, acknowledge you coming back to their business is
not staffs is job, no one will notice you unless you come to their restaurant everyday
Question 5: Observation a situation with difficult customers contact and evaluate the way that
the organization solve the problems
Last Sunday, I had a chance to eat at Jolibee in Nguyen Thi Minh Khai street. It was a
horrible experience ever.
First, when I entered the restaurant they were too busy with others customer. I didn’t
know where to start. Then I came straight to the order station. The staff began to greeted me
with usual welcoming “Hello welcome to Jolibee”, “Here is our menu”. I ordered combo 3
included 2 pieces of original chicken and regular fries with soft drink. Then I took and order
number and found a place to sit. There was a wet on the floor but no one clean it. 30 minutes
passed by and I still waiting nothing happen, the food hadn’t come yet. Then I called the
staff, he was talking to another one stand in front of the toilet. I asked him that why the food
took so long, he smiled and walked back to the kitchen. After 10 more minutes they finally
brought my combo. Accidentally, it was a different combo that I had ordered. I was very
angry, I took that combo and left the restaurant right away.

I think they should change their way of serving if they still want to develop. And I
haven’t used a delivery service until that time. But I think they shouldn’t charge the fees with
the bill above 100.000VND. If they can improve all these things, with its special way of
cooking chicken they will make the food well known to everyone.

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III. Conclusion and recommendations:
1. Strength:
The strength of Jolibee in Vietnam fast-food is delicious menu line-up. Besides that, Jolibee
has huge advantage when coming to fast-food market of Vietnam as one of the earliest
international chain stores in Vietnam. The decoration of Jolibee is really attracted with small
children (colorful bee custom). That’s why theobjective customers of Jolibee is children.
Jolibee knows how to improve their menu to fit with the taste of Vietnamese people.
2. Weakness:
The services of each chain store of Jolibee is not equal. The promotion of Jolibee’s food is
too old and not interesting like before. Jolibee need to compare with new huge fast food chain
stores such as Taxes, Popeyes, so on…
3. Need to improve:
Staff and the equal in each chain store need to be trained and changed. The menu of food
need to be more interesting such as creating new kind of chicken with cheese is the hot trend
now.

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References
Customer service training 101 (second edition)
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