Presentation on theme: "Service: The Heart of Hospitality"— Presentation transcript:
1 Service: The Heart of Hospitality Principles of Hospitality and Tourism Risa McCann
2 Terms to know: Service *Customer Service Consistent quality service *Quality ServiceEmpathy *Service encounterGuest recovery *EmpathyCustomer satisfaction *Critical momentFront of the house *Back of the houseWord of mouth publicity *Empowerment
3 Thoughts to Think!Question: How does consistent quality service help a business gain and keep customers? Question: When does a customer’s experience make the biggest impact on customer satisfaction?
4 What is Customer Service In the hospitality industry it is the total customer experience with that business.In other words:the performance of the staff;the courtesy of the staff,the cleanliness of the property,and the way customers are treated during their visit
5 Guest or Customer?A customer is someone that purchases products or services form a businessA guest is a customer who purchases products or services from a hospitality businessThe success of any hospitality industry business is return customers-thus great customer service is imperative (critical)
6 One Size Fits All?People travel all over the world for a variety of reasonsCultures are different and sometimes very uniquePeople all have different needs and abilitiesDiscussion time- Why might it be hard to relate to people who are different from you?
7 EmpathyThe best way to understand the guest is to have empathy or the ability to put yourself in someone else’s shoes.Empathy helps you figure out what customers needDiscussion time:When have you showed empathy to someone?What is the difference between empathy and sympathy?
8 3 Examples of Unique Needs A corporate business traveler might value speed of service and “frequent customer” treatmentSenior citizens might value earlier meal times, quieter surroundings, Senior Discounts and buffet meal serviceA young family might value activities geared toward children, kid’s meals and less fancy accommodations
9 Maslow’s Hierarchy of Needs Pyramid Abraham Maslow developed a method to describe how human needs are met.He ranked needs in order from most basic needs to higher needs.The pyramid shows the basic needs (Physical Needs & Safety at the bottom)As needs are met people advance up the Pyramid
10 Pyramid of NeedsThe needs at the bottom must be at least partially met before a person can work to meet needs at the higher levelMost hospitality businesses fill customer’s basic physical and safety needsfood, lodging, locking guest room doors, security staff, medical staff, clothing for purchase
11 Pyramid of NeedsThe three higher levels of the Pyramid involve more psychological needsAcceptance – eating with friends, attending a convention/conference, wedding or family reunionEsteem – staying a luxury hotels or fancy resorts, renting fancy cars or limos, Preferred Customer status
12 Pyramid of NeedsHospitality employees can also meet the customer needs of acceptance and esteem by treating all customers with courtesy, respect and dignity, also by remembering a customer’s name and using it!
13 Pyramid of NeedsSelf Actualization is the need at the top of the PyramidSelf Actualization is Expressing your true self through reaching goals and helping othersThis need can be met by travel to a foreign country, educational tours, mission tripsThe Story of Kelly Wilson
14 Customer Satisfaction It is the positive feeling customers have about a business that meets their needsHospitality companies meet the needs of their customers through quality serviceQuality service is achieved by thoroughly training employees in the art of customer service
15 Happy or Not? Happy satisfied guests on average tell 3 people Unhappy, dissatisfied guests tell over average 12 people!Feedback from customers is essential to identify a problem that exists and act on it.
16 Quality ServiceService depends on people – the employees who provide the service Therefore employees need to be trained in being Customer-Focused, empathetic and consistent Consistency is hard to deliver but is critical to the loyal customer! All employees must deliver quality service.
17 G.U.E.S.T.Greet the guest Use their name Establish their need Satisfy their need Thank the guest!
18 RitzCarlton Gold Standards Create 6 groups of 4 people eachReceive topicAccess RitzCarlton.comFind your informationEach person in the group must take part in presenting and explaining the informationThe projector may be usedThere will be assessment of your group work and presentations
19 RitzCarlton Gold Standards Access bottom of page-About Us, then About Us (right side of page)The CredoMottoThe 3 Steps of ServiceService Values 1 – 6Service Values 7 – 12The Employee Promise
20 Service Qualities Specific Service Qualities that all guests value: Product qualityCostConvenienceReputationStaff serviceService after a saleCommunicationEfficiency
21 Service RelationshipTo create a loyal customer (one who returns repeatedly) the hospitality provider must understand the guest will evaluate the entire experience to determine the level of satisfactionBefore – reservations process, ease accessing location, 1st impressionsDuring- service interactions, food, accommodations, costs, etc.After – departure experience & follow-up by staff especially if there was a problem
22 Worthy of NotingA loyal guest or returning guest tends to spend more and use more of the offered services than a first time guest!!!They will also refer family, friends and colleagues to the businessLoyalty programs offer discounts, upgrades, lower rates, complimentary items
23 All Customers Expect …To be treated with dignity and respect Their requests to be handled accurately and efficiently Honesty in product descriptions and answers to questions Money transactions to be handled honestly and accurately
24 Customers Frequently Compliment Cleanliness and attractive appearance of facilities and groundsEmployees who respond quickly to requestsEmployees who anticipate and meet customer needs
25 Methods of ServiceIn-person service – face to face personal service with the property, staff, food, etc.Indirect service – telephone bookings, complaints made by phoneElectronic service – Some guests still prefer the one-to-one interaction over the easy and quick electronic booking system; s & social media must be professional
26 Collecting Feedback Questionnaires Surveys comment cards Trained personnel that listen to guest’s commentsTrip Advisor and other websites
27 Guest RecoverySpecial management training is extremely helpful in dealing with customer complaintsEmpowerment is the granting of authority of power to front-line employees for handling and solving guests’ problemsWhen the situation is resolved quickly the guest & feels satisfied the situation is recovered!The employee must then report the situation to his manager for future reference &/or changes