Service: the Heart of hospitality

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 person Hospitality – Satisfying people’s needs Customer Service is the total customer experience with that business Performance of staff Courtesy 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

Customer Needs As a table, List some customers needs when they are away from home.

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 business One of the major ways we find out a business 90% + unhappy customers will do not return & will tell at least 9 people Flip 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 possible Customer focused All interactions makes an impression 1st 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 needs Make immediate eye contact They have good posture Smile warmly Respond quickly to requests Use the customer’s name whenever possible Clean & 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 The building entrance The greeter 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 The table or hotel room The busser & servers 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 The arrival of food The restroom 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 The good bye 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 employee Begins @ top Managers – 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 Written Nonverbal 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

As an individual Using written communication, write how you would handle a customer complaint.

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