PROVIDING QUALITY SERVICE What Every Hospitality Service Provider Needs to Know by William B. Martin 2003 Pearson Education, Inc. NJ
Dec 27, 2015
PROVIDING QUALITY SERVICE
What Every Hospitality Service Provider Needs to Know
byWilliam B. Martin
2003 Pearson Education, Inc. NJ
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
2
Customer Service Fundamentals—Providing Hospitality at Its
Best – Ch. 1-4
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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QUALITY CUSTOMER SERVICE
IS
WINNING WITH THE CUSTOMER
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
4
Winning with the Customer
• The Customer Wins
• The Service Provider Wins
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
5
Quality Customer Service is NOT
The Customer Wins
while
The Service Provider Loses
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
6
Quality Customer Service is NOT
The Service Provider Wins
while
The Customer Loses
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Quality Customer Service is NOT
The Customer Loses
and
The Service Provider Loses
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Customers come in two varieties.
• External
• Internal
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Quality Customer Service
Is the ability to consistently meet external and internal customer needs,
wants, and expectations involving procedural and personal encounters.
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Quality Customer Service
• Is consistent
• Meets external customer needs
• Meets internal customer needs
• Includes procedural customer expectations
• Includes personal customer expectations
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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THE TWO DIMENSIONS OF QUALITY SERVICE
PR
OC
ED
UR
AL
PERSONAL
THE ARENA OF
QUALITY SERVICE
Room for Improvem
ent
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Personal
Pro
ced
ura
l
THE FREEZER
We don’t care
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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THE FACTORY
Personal
Pro
ced
ura
l
Customer is a
number
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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THE FRIENDLY ZOO
Personal
Pro
ced
ura
lWe try hard, but don’t know what we are doing
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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QUALITY CUSTOMER SERVICE
Personal
Pro
ced
ura
lWe care
and
we deliver
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Adopting a Customer Service Perspective
• “The customer is king.”
• “The customer is the reason we exist.”
• “Our customers pay our salaries.”
• “Without our customers we have nothing.”
• “We are not providing quality service unless our customers believe that we are.”
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Customers
Service Providers
Managers
CEO
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Tangiblesvs.
Intangibles
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Chapters 5 - 10The System Side of Service—
Providing that Procedural Touch
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Timeliness vs. Promptness
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Timeliness is Relative
• The service concept
• The sequence of service steps
• The meal period
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Four Timing Moments of Truth
• When the guest arrives
• The length of wait before service
• The time of providing service
• Post-service time
4
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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How is guest time OCCUPIED while waiting?
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Maintaining an Incremental Flow of Service
• Flow affects timeliness
• Flow and system interdependency
• Breaking service into increments
• Service provider control of the flow
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Managing the Flow• Pre-bookings/reservations
• Seating/room assignment patterns
• Express check-in/check-out
• Adjustments for large groups
• Waiting procedures/areas
• Queue formations
• Multiple service stations/steps
• Staffing
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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The Art of Anticipation
• Knowing WHAT customers want and WHEN it is wanted
• Thinking one-step ahead of the customer
• Being prepared with back-ups
• Staffing
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Communicate, Communicate, Communicate
• Miscommunication = Misunderstanding
• Misunderstanding = Service Failures
• Miscommunication is too easy
• Effective communication is the hard part
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Message
Sender
Receiver
Feedback
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Customer Feedback -- The Four Questions
• How?
• Who?
• Where?
• When?
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Obtaining Feedback from Guests
• Two minutes/two bites
• Being specific
• Comment cards
• The Internet
• Shopper services
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Listening to the Guest
• Stop talking
• Avoid distractions
• Concentrate on what the guest is saying
• Look for the “real” meaning
• Provide feedback to the guest
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Accommodation
• Flexible systems that favor the customer
• Ability and desire to grant special guest requests
• It is easy to say “no”; hard to say “yes”
• Sometimes you have to say “no”
• “The answer is ‘yes,’ now what’s the question?”
Yes
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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The Human Side of Service—Providing That Personal Touch
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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The Four Basic Customer Service Needs
• The Need to Be Understood
• The Need to Feel Welcome
• The Need for Comfort
• The Need to Feel Important
4
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Your Attitude Shows
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Body Language
• Eyes
• Mouth
• Posture
• Gestures
• Grooming
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Tone of Voice
• Friendly/unfriendly
• High energy/low energy
• Warm/cold
• Concerned/indifferent
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Attitudes are “caught” -- not taught
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Attitude Metamorphosis
• Emotional Labor
• Contact-Overload Syndrome
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Tact
• Is saying the RIGHT thing
• Is using polite language and phrases
• Is avoiding the five forbidden phrases
• Is making sure that what you say meets your customers’ needs
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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The Five Forbidden Phrases
Phrases to Avoid• I don’t know• We can’t do that• You’ll have to…• Hang on a second.
I’ll be right back• No, (at the beginning of
a sentence)
Positive Helpful Options• I will find out• What I can do is…• May I help you…• May I call you back in
a few minutes• Yes
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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What You Say Should Help Your Customer --
• Feel Understood
• Feel Welcome
• Feel Comfortable
• Feel Important
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Naming Names
• Systems help
• Using the system
• “The sweetest sound in any language is the sound of your own name.”
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Attentiveness
• Is making guests feel special by doing special things!
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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“WOWing” the Guest
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Reading the Guest
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Empathizing with the Guest
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Helping the Guest
• Providing helpful information
• Being knowledgeable about --– products– procedures– internal resources– external resources
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Selling that Sells
• Assuming you can sell
• Upgrading choices
• Cross selling
• Being specific
• Describing items
• Using props
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Getting the Sale• Expand your customer’s awareness of
what’s available
• Explain the features of what you are offering
• Describe the benefits of what you are offering
• Ask for the order
• Compliment the customer’s choice
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Gracious Problem Solving
• Service provider remains calm and cool
• Customers are “right” even when they aren’t
• Service provider focuses on the problem, not the person
• The four basic service needs are maintained
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Responding to a Customer Complaint
• Listening
• Repeating
• Apologizing
• Full disclosure
• Acknowledging feelings
• Explaining positive actions
• Thanking the customer
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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The Challenge of the Difficult Guest
• Don’t take it personally.
• Remain calm. Listen carefully.
• Focus on the problem, not the person.
• Reward yourself for turning a difficult customer into a happy one.
• When all else fails, ask for help.
PROVIDING QUALITY SERVICEWhat Every Hospitality Provider Needs To KnowWilliam B. Martin (2003) Person Education, Inc. NJ
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Handling Complaints and Difficult Guest No-No’s
• Give excuses
• Argue with the customer
• Criticize the customer
• Challenge the customer
• Ignore the customer
• Blow the problem out of proportion