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

personHospitality – Satisfying people’s needs

Customer Service is the total customer experience with that businessPerformance of staffCourtesy 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 businessOne of the major ways we find out a

business90% + unhappy customers will do not

return & will tell at least 9 peopleFlip 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 possibleCustomer focusedAll interactions makes an impression1st 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 needsMake immediate eye contactThey have good postureSmile warmlyRespond quickly to requestsUse the customer’s name whenever

possibleClean & 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

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

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

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

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 employeeBegins @ topManagers – 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

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