2 Service: The Heart of Hospitality

Objectives Analyze 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. continued

Objectives List the six characteristics of customer-focused employees. Distinguish the 11 critical moments in customer service. Assess the importance of good communication skills. Describe methods of handling customer complaints.

Customer Service Service is an activity done for another person is the total experience a customer has with that business A customer experience includes: staff performance and courtesy cleanliness of the property the way customers are treated

Customers Customer or Guest someone who buys products or services from a business The success of a hospitality business depends on return customers The number one reason customers do not return to a business Poor Service Empathy helps hospitality workers provide what customers need

Customers’ Needs Human needs: Basic physical needs, such as food and shelter Psychological needs, such as feeling accepted and fulfilling personal goals

Satisfying Customer Needs Hospitality companies strive for: customer satisfaction The positive feeling a customer has about a business that meets their needs. Quality service is service that meets or exceeds customer expectations Consistent quality service means providing the same good service and products each time a customer comes to a business Quality service depends on service encounters The interaction between a customer and a staff member.

Quality Service All customers expect to be treated with dignity and respect to have their requests handled accurately and efficiently truthful product descriptions and answers to their questions honesty and accuracy in money transactions

Quality Service Customers frequently complement the following services: Clean and attractive appearances of the facility and grounds Employees who respond quickly to request Employees who anticipate customer needs These complements are based on good training and the attitude of the employee

Importance of Service Quality Poor service results in loss of customers and bad word-of-mouth publicity Quality service brings repeat customers and generates positive word-of-mouth publicity Quality service is achieved by employees who are skilled at their jobs and understand the art of customer service

Hospitality Employees Front-of-the-house employees work in areas that guests usually see, such as the lobby Back-of-the-house employees work in areas guests do not usually see, such as the laundry All employees are responsible for providing quality service Desire to please the customer is the first requirement of quality service continued

Hospitality Employees An employee with a sincere attitude remembers that the customer is the reason for the business This attitude develops from being customer-focused

Customer-Focused Employees make immediate eye contact have good posture smile warmly respond quickly to requests use the customer’s name whenever possible are clean and well groomed

Critical Moments Service encounters that have a big impact on customer satisfaction are critical moments Proper responses at critical moments reflect quality service Employees can make sure critical moments leave a positive impression

11 Critical Moments First phone call First view of entrance Interaction with greeter Wait for table or room First moments at table or in room First encounter with busser and servers Encounter with manager continued

11 Critical Moments Arrival of food Visit to restroom Presentation of check or bill Last interaction with server or front office staff

Customer Relations Techniques Providing good customer service requires customer relations skills Customer relations skills include communication skills the ability to handle customer complaints

Communication Skills Employees must be able to communicate effectively with customers, coworkers, suppliers, and guests Three communication methods are verbal (spoken) written nonverbal (body language)

Handling Customer Complaints Listen with empathy Allow the customer to vent Be supportive Do not blame someone else Have a positive attitude Offer solutions Follow through on the solution

Chapter 2 Review What is the number one reason customers do not return to a business? poor service Hospitality services need to provide for customers’ physical and _____ needs. psychological continued

Chapter 2 Review What is quality service? service that meets or exceeds customer expectations Making immediate eye contact and responding quickly to customer requests are examples of being a _____ employee. customer-focused continued

Chapter 2 Review What are critical moments? service encounters that have a big impact on customer satisfaction Name two customer relations skills. communication skills and the ability to handle customer complaints