SERVICE : THE HEART OF HOSPITALITY
Dec 18, 2015
OBJECTIVES Explain why customers are important to the
hospitality business Describe the needs that hospitality businesses
satisfy Explain the importance of quality service Describe the two types of hospitality employees List the six characteristics of customer-focused
employees Indentify the 11 critical moments in customer
service Explain the importance of good communication
skills Describe methods of handling customer
complaints
SERVICE Is an activity that is done for another
personHospitality – Satisfying people’s needs
Customer Service is the total customer experience with that businessPerformance of staffCourtesy of the staff The cleanliness of the property Way they are treated
CUSTOMERS Someone who purchases products or services from
a business Guests – a customer who purchases products or
services from a hospitality business. Customer = main reason for hospitality industry No customers = NO business = NO PROFITS Who are the customers:
Anybody and everybody Diverse – languages, background, disabilities, height,
shape, special needs Best way to understand people – empathy – the
ability to put yourself in someone else’s shoes and know how that person feels
Empathy – figure out what customer needs
CUSTOMERS’ NEEDS Hungry = food Hot/thirsty = drink Tired = a place to sleep People need more than good food, cold
beverages or a comfortable place to sleep Welcome The quality of feeling welcome is often more
important that the quality of the food or the comfort of a hotel room
Hospitality satisfies both physical & psychological needs of customers Abraham Maslow – ranked human needs in order
from most basic to high
SATISFYING CUSTOMER NEEDS Customer satisfaction – the positive
feeling customers have about a business that meets their needs
How is it achieved – training employees in the art of customer service
Quality service – service that meets or exceeds customer expectations Treated w/dignity & respect Honest money transactions Honesty in menus
Quality service = KEY establishing & maintaining a success business
WHAT DO YOU THINK CUSTOMERS FREQUENTLY COMPLAIN ABOUT Cleanliness & attractive appearance of
facilities & grounds Employees who respond quickly to
requests Employees who anticipate customer
needs
CONSISTENT SERVICE Consistent quality service – providing the
same good service & products to customers each & every time they come to your business
Key to success Depends on PEOPLE – interactions
between customer & staff member - service encounter Building blocks Happens before, during and after
1st encounter = 1st impression Fail or succeed depending on quality of
service
THE IMPORTANCE OF SERVICE QUALITY Why is it so important??? Talk Word-of-mouth publicity – informal
conversation people have about the experiences with a businessOne of the major ways we find out a
business90% + unhappy customers will do not
return & will tell at least 9 peopleFlip side = Positive people = FREE publicity
HOSPITALITY EMPLOYEES Two groups Front-of-the-House
The area that guests usually see Back-of-the-House
Area that guest normally do not see Heart-of-the-house Restaurant -
Front-of-the-House employees Main function is to interact with customers
Back-of-the-house employees Work rarely involves interacting w/customers
FRONT OF & BACK OF THE HOUSE EMPLOYEES Are front of the house employees the
only ones that need to worry about customer???
NO All employees are responsible for
making sure customers receive the best service possibleCustomer focusedAll interactions makes an impression1st Requirement of quality service
Sincere desire to please the customer Picture to the left a BIG NO – NO
CUSTOMER-FOCUSED EMPLOYEES Quality service – customer doesn’t have
to ask for anything – it’s there!! Customer-focused employee – an
employee who can anticipate customer needsMake immediate eye contactThey have good postureSmile warmlyRespond quickly to requestsUse the customer’s name whenever
possibleClean & well groomed
LEARNING TARGET Critical moments & handling customers
Handouts
Grade Back-of-the House & Front-of-the house gradebook
CUSTOMER FOCUSED EMPLOYEES Eye contact
Make eye contact as soon as the he/she enters Often, as you open the door for the customer Eye contact – shows a willingness to serve! Communicates that you are giving customer your TOTAL attention
Posture Important trait for all Employees that customers see should pay particular attention Head – up Do not stare at the ground or off in space Avoid slumping or stooping back Face – interested & lively, not bored Project an attitude of enthusiasm
Smile Part of the uniform Warm smile – respect & readiness to serve, friendly, shows
enjoyment of job
CUSTOMER FOCUSED EMPLOYEES Respond Quickly
Respond quickly Attitude – positive & business like Response – competency, concern for customer &
willingness to help Customer’s Name
When possible Restaurants – waiting list – names to be seated Bell attendants – front desk Feel important & welcome – likely to return to
business Well Groomed
Hospitality image – made by the staff EXTREMELY important Uniforms regulations
CRITICAL MOMENTS All service encounters – important Certain ones have a greater impact on
customer satisfaction Critical moment – time when the
customer’s experience makes a bigger impact on customer satisfaction than at others
There are 11, as a table can you name them
CRITICAL MOMENTS Phone calls
Guests form an impression based on the way a person answering the phone treats them
Rude – no business The building entrance
Set the theme Dirty – place is dirty People will not enter
Employees inspect the parking lot, sidewalks, lobby, plants, etc You cannot fix the problem – tell someone who can Spotless – good impression
The greeter First person guest sees Greeting – formal part of the job Good Greeter:
Open the door Greet all guests w/in 30 seconds “I will be right with you”
Make all guest feel valued
CRITICAL MOMENTS The wait
NOBODY likes to wait Reality Greeter – pleasant or not “Please wait to be seat” sign – no greeter – guest often nervous, uncertain
See a guest acknowledge guest with a smile and a “hi, I will be right with you” Waiting list – sell the wait – nice, warm friendly smile, collect information,
how long the wait and what they can do in the mean time The table or hotel room
Physical aspects =BIG impression Check for cleanliness Restaurant – check table – sturdy, rocks – menus – clean Hotel – room – clean – smells good- proper spot
The busser & servers Bussers
Removes extra place servers & brings water Know food & beverage just as well as the server
Servers Spend more time w/guests than any other Strive to create a good experience Know everything about the menu Acknowledge all guests Beverage order – 1st minutes Learn names Recommend Check appearance
CRITICAL MOMENTS The manager
Business cannot be managed from an office Should try to greet all guest Watch faces as they receive and eat food Frequently walk the lobby Eye contact Introduce self
The arrival of food How long did it take Looks appetizing Have necessary condiments been brought Check back within 2 bites, not minutes – is food ok Ask if they need anything else
The restroom Clean, well stocked, Checked every 30 minutes
Plumbing problems – engineering dept Clean it
CRITICAL MOMENTS The check or bill
sit in restaurants for hours, but when they are ready to leave, they ARE ready to leave Some will bring the check then disappear – not good After delivering the check, take a few steps – look back see if guests
are ready to pay – if not – return in 2 minutes Hotels – checkout – critical – guests packed, ready to leave
Check out – smooth & quickly Ask pleasant stay??? Confirm if bill is okay Can offer to make reservations for another stay Automated checkout – smoother & faster
The good bye last critical moment Positive last impressive Smile, thank them for their visit Invite them back SMILE
AT YOUR TABLE: Out of the 11 critical moments which
are the top 5 critical moments that your table agrees upon
CUSTOMER RELATIONS TECHNIQUES Communication Skills
Crucial for every employeeBegins @ topManagers – rules, standards & other info.Front-of-the-house – must communicate
effectively w/customers & w/coworkers to make sure things run smoothly
Back-of-the-house – each other & outside supplier to create a smooth & efficient operation
COMMUNICATION Verbal
Tone of voice & way you speak Proper grammar – not slang NEVER use profanity Never discuss one customer w/another or coworker
Written Food servers – orders Front desk staff – enter information into system
Nonverbal Facial expressions, hand gestures, posture, eye
contact Look away – impatience or annoyance Ignore them – “we don’t care” attitude, not important Should convey warmth & concern
HANDLING CUSTOMER COMPLAINTS Will Always be Key – RESOLVE complaints to customer
satisfaction Seven techniques
Can you name them???
HANDLING CUSTOMER COMPLAINTS Listen w/empathy
Try to understand & feel, see from their point Most cases, they want someone to listen, understand, help APOLOGY – “I am so sorry”
Allow customer to vent Allow them time to Evaluate everything carefully Separate yourself from complain
Be supportive Express your concern & support Let me mad, let talk Helpful to take notes – forms – customer heard – business keep
track Do not blame someone else
Avoid placing blame & making excuses They don’t want to hear it Discussion – what should and is going to be done Your fault – own up to it & APOLOGIZE
HANDLING CUSTOMER COMPLAINTS Have a positive attitude
Express positive attitude about the customer & the relationship with the business
Do not be negative Offer solutions
Offer one or more None acceptable – ask what will it take Important – know company’s policies Agree on solution
Follow through Personally – make sure it is carried out correctly &
quickly Handled poorly – never see them again Handled positively – you may have a loyal customer