1. Service: the Heart of hospitality

2. 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

3. 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

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. Learning target Critical moments & handling customers Handouts
Grade Back-of-the House & Front-of-the house gradebook

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. At your table:
Out of the 11 critical moments which are the top 5 critical moments that your table agrees upon

23. Customer relations techniques
Communication Skills
Crucial for every employee
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

24. 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

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

26. Handling customer complaints
Will Always be
Key – RESOLVE complaints to customer satisfaction
Seven techniques
Can you name them???

27. 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

28. 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