Hospitality Operations Analysis Ch 03: The Human Side of Personal Elements Dr. Edward A. Merritt The Collins Endowed Chair of Management California State University (Cal Poly Pomona)

2 Objective Service Elements Procedural Personal

3 The Human Side of Delivery Leading service management: 8 Personal Elements Objective System Define State a benchmark (service standard) Observe the actual and summarize relative to benchmark Two individual strengths (benchmark) Two individual weaknesses (benchmark)

4 Four Customer Needs 1.To be understood 2.To feel welcome 3.To feel comfortable 4.To feel important

5 Consider Hire warm people, teach them hospitality

6 8 Personal Elements 1.Attitude, Body Language 2.Attitude, Tone of voice 3.Tact 4.Attentiveness 5.Naming names 6.Guidance 7.Selling skills 8.Gracious problem solving

7 1. Attitude, Body Language Definition: Attitudes are communicated through body language. Facial expressions, eye contact, and smiles communicate attitude Benchmark (What): Servers are smiling. Servers make eye contact when speaking Actual (How): Servers were consistently good at smiling and making eye contact 2 Strengths (individual instances) 2 Weaknesses (individual instances)

8 Body Language Eyes Mouth Posture Gestures Grooming

9 2. Attitude, Tone of Voice Definition: Often, tone of voice communicates more of the “real” message than the actual words. Quality service requires an open, friendly, and relaxed manner of communication. Benchmark: Servers speak in an up-beat, energized tone Actual: Servers used a monotone as if having memorized a script—robotic and boring

10 Voice Tone Friendly or unfriendly Energy level Amount of warmth Showing concern

11 Consider Attitudes are caught, not taught

12 Attitude Metamorphosis Emotional labor Managing is difficult Contact overload Too much interaction Physical exertion Hours and standing

13 3. Tact Definition: Knowing the right thing to say or what not to say under different circumstances Benchmark: Servers use please, thank you, and compliment guest selections Actual: Server told one guest that he was too fat to order dessert

14 Tact Saying the right thing Polite language Meet customer needs

15 4. Attentiveness Definition: Attentive service providers are tuned in to the human needs of their guests and treat them as people, not “covers” Benchmark: Special occasions are noted and guests are surprised with something extra Actual: Server comped dessert and coffee as this was an anniversary

16 Attentiveness Story: Five Iced Teas Five straws Five lemon wedges Five iced tea spoons

17 Do Wow the guest Read the guest Empathize with the guest Help the guest (take them) Be knowledgeable Products Procedures Resources

18 5. Naming Names Definition: Use of customers’ names reflects a personal caring and communicates respect for them as individuals Benchmark: All guests are called by name at least three times during dining Actual: Name was taken by seater, yet server did not use name at any time—even after credit card receipt run

19 Use Names Use the system Pick up from reservation or up next Pick up from credit card People enjoy hearing their name being used

20 6. Guidance Definition: Providing help to customers who are indecisive or confused is a way of showing concern for them as customers. This requires knowledge of the products and services they are providing Benchmark: Servers are able to answer questions and able to suggest favorite items Actual: One guest was indecisive; server suggested the special as being her favorite item on the menu—and at a bargain price

21 7. Selling Skills Definition: Quality service providers see themselves as sales reps whose job it is to expand guests’ awareness of products and services Benchmark: Servers offer specific appetizer and desserts at appropriate times. Servers suggest favorite items Actual: Server suggested wines (by the glass) to complement courses—nice!

22 Get the Sale Order of events and example dialogue: 1.Expand awareness “We feature fresh flounder tonight from Florida” 2.Explain features “Light fish, flown in today, broiled w/ lemon & capers” 3.Describe benefits “Delicious tasting, flaky, just 250 calories” 4.Ask for the order “Would you like to order the broiled flounder?” 5.Compliment the choice “Excellent choice. Guests are raving about it”

23 8. Gracious Problem Solving Definition: Customers’ problems or complaints should always be handled calmly, smoothly, and tactfully Benchmark: All complaining guests leave happy Actual: Server apologized and comped a steak after it had to be re-done two times

24 Gracious Problem Solving Remain cool and calm The customer is right Focus on the problem, not the person Continue to provide excellent service

25 Do Not Make excuses Argue Criticize Challenge Ignore Let the problem get out of proportion

26 Responding to a Complaint Listen Repeat (paraphrase) Apologize Acknowledge feelings Explain action Thank

27 Personal Elements End of Chapter 03