1. Copyright © 2014 The Culinary Institute of America. All rights reserved. Chapter 10 Remarkable Service Interactions

2. Copyright © 2014 The Culinary Institute of America. All rights reserved. Learning Objectives Explain why the focus is on the guest at all times. Discuss the hiring process of guest-focused employees. Describe how to train for remarkable service. Explain how to create an effective training strategy. Discuss useful training methods for service delivery. Discuss how to empower your employees.

3. Copyright © 2014 The Culinary Institute of America. All rights reserved. Why Focus on the Guest? Everyone has different expectations and requirements for their dining experience. Restaurant personnel must be intuitive enough to quickly determine what a guest wants. Focus on the guest at all times. Build your team and product around what your guest needs for a unified organizational culture.

4. Copyright © 2014 The Culinary Institute of America. All rights reserved. Creating a Service-Oriented Organizational Culture Organizational culture is the shared philosophies, ideologies, values, assumptions, beliefs, attitudes, and norms that tie its members together. – Values are preferences for certain behaviors or certain outcomes over others. – Norms are standards of behavior. Managers must teach a company’s culture to its employees. Hire employees who love to serve.

5. Copyright © 2014 The Culinary Institute of America. All rights reserved. Service naturals are focused on pleasing others and go above and beyond. This is difficult to train, so it is important to find the naturals. Recruit candidates both internally and externally. Take care in screening, and always follow up on references and background checks. Training should include job duties, but also how to interact with other employees and the organizational culture. Creating a Service-Oriented Organizational Culture (cont’d) Hiring Guest-Focused Employees

6. Copyright © 2014 The Culinary Institute of America. All rights reserved. Train employees to deliver service in the way the customer expects. Employees need to know the company’s cultural beliefs, strategies, and policies. – This will help them make the right decisions and respond to situations. – This knowledge gives employees guidelines of how to respond to situations in a way that support the organization’s mission. Training for Remarkable Service

7. Copyright © 2014 The Culinary Institute of America. All rights reserved. Focus on critical skills and knowledge. Ask guests what their expectations are, and train new employees to fulfill those. Show employees how they fit into the bigger picture. Use different learning approaches to reach all of the employees effectively. Commit to continuous improvements. Training for Remarkable Service (cont’d) Creating an Effective Training Strategy

8. Copyright © 2014 The Culinary Institute of America. All rights reserved. Training for Remarkable Service (cont’d) Useful Training Methods for Service Delivery On-the-Job Training Classroom Training Audiovisual Training Simulation or Role-Playing -Employee learns by doing the job. - Known as shadowing. - Employees know what is required of them. - May affect the customer. -Lectures, case studies, and team training. - Cost-effective and efficient. - Not everyone learns well in this environment. -DVDs of online resources. - Practical in a high-turnover industry. - Cost-effective. - Beneficial when dealing with language barriers. -Practicing a task in a controlled environment. - Does not affect the customer. - Good for down time.

9. Copyright © 2014 The Culinary Institute of America. All rights reserved. Training for Remarkable Service (cont’d) What to Train for Remarkable Service Menu and beverage knowledge are important for effective sales skills. Use pre-shift meetings to share information. Customer complaints help determine training needs. Conduct a needs assessment to determine what training is needed. – Organizational analysis – Task analysis – Individual analysis

10. Copyright © 2014 The Culinary Institute of America. All rights reserved. Servers need to be motivated to meet expectations. Use incentives and rewards to motivate employees. Incentives should meet the needs of your employees: – Are they financially motivated? – Do they want recognition and praise? Tips are the most common financial motivator. – Typically 15 to 20 percent of the bill. – Tips often make up the bulk of the service staffs’ wages. Motivating Remarkable Service

11. Copyright © 2014 The Culinary Institute of America. All rights reserved. Empowerment lets employees grow and develop. Give employees the skills to provide excellent customer service. – Hold them accountable for their decisions. Empowerment comes from good training and knowledge of a company’s goals and beliefs. The management must trust and support the employees. Motivating Remarkable Service (cont’d) Empowering Your Employees

12. Copyright © 2014 The Culinary Institute of America. All rights reserved. Leading Remarkable Service In the hospitality industry, successful leaders are able to motivate, inspire, and challenge employees. Leaders should serve as role models and instill trust. Provide guidance.