DELIVERING EXEMPLARY SERVICE

Delivering Exemplary Service Workshop Objectives Understanding the fundamentals of exceptional wait service in a club or extraordinary restaurant setting Differentiating between Hospitality & Service Defining “Moments of Truth” Understanding do-able solutions to improve service and increase sales and tips

Service Professional Qualifications Reliable Cooperative Personable Healthy Knowledgeable Flexible Tactful Professional

Types of Service Banquet Service: What is this and what is expected of the wait staff? Buffet Service: What is this and what is expected of the wait staff? Formal Dinner Service: What is this and what is expected of the wait staff?

Psychology of Service Customers or members are not nuisances or interruptions Customers or members are our partners, not our competitors We are here to serve customers and members, not match wits with them Customers and members are doing us the favor, not vice versa Customers and members deserve the best we have to offer Customers or members don’t need us-we need them

Emotions are contagious Psychology of Service Emotions are contagious Manage your emotions, maintain an optimistic attitude. The benefit is a more positive influence on the behavior of those around us. Studies Show that how we say things conveys more meaning than what we say. Did you know? 55% of our message is conveyed non-verbally, through our facial expressions and body language. Did you know? Voice quality accounts for about 38% of the meaning of a message. Did you know? The words themselves make up just 7% of our message.

Voice Qualities Tone expresses your feeling or emotion Pitch is how high or deep your voice sounds Rate is how many words you speak in a minute Volume is how loud or soft you speak

Delivering Great Service It is all about solving customers’ problems If you can’t put your finger on the problem, you won’t be able to solve it. To the customer, you are the company (Moment of Truth), customer relations is an integral part of your job, not an extension of it.

Communication is Key Ask open-ended questions, beginning with how, what, and why. Listen—this skill is about trust, respect, involvement, and information sharing more than it is about ears. Good listeners are made---not born (Rate your Listening Habit worksheet)

Four Types of Service Personalities The Freezer reflects an operation that is low in both personal & procedural service. The freezer approach to service communicates: “We don’t care.” The Factory approach to service communicates to customers, “You are a Number. We are here to process you.” The Friendly Zoo is very personal but lacks procedural consistency. This communicates “ We are trying, but don’t really know what we’re doing.” Quality Customer Service is strong in both personal and procedural dimensions. It communicates to guests “We care and we deliver.”

Hospitality Versus Service SERVICE is WHAT the restaurant/club and its employees provide; it is a measure of efficiency and effectiveness of their actions. HOSPITALITY is HOW services are performed; it is the feeling that customers take with them.

Think About It….. When thinking of an exceptional dining experience, what influences you more: Service or Hospitality? Why?

Superior Service As the first, or principle, line of contact with customers or members, you have a unique and challenging opportunity to influence customer perception and loyalty. The ability to offer outstanding customer service is a combination of knowledge of service concepts, the ability to communicate with customers and members, both internal and external, and knowing what to do when customers become difficult.

The Service Encounter Service Quiz What is your name? Who do you work for? Who pays your salary?

Quiz Answer Key My name is ….. I work for the members or customers. Therefore, my salary is paid by the members or customers.

High-Quality Customer Service Consistently exceeding customers’ or members’ expectations for products and services received. Creating value for the customer through personal interaction during delivery of service. To provide exceptional service you must do well at both service delivery and personal interaction.

Don’t Kid Yourself… Achieving and maintaining high-quality customer service is a process that needs continuous improvement. You should never assume that there is no room for improvement. Even when things are going smoothly, ask yourself, “ How can I provide better service to my customers?”

Alex’s Birthday Dinner What did it cost to provide the magical moment for Alex? Now balance the costs with the benefits and the potential revenue that the experience may generate? Investing in high-quality customer service ensures that you are consistently exceeding customers’ expectations.

Think About It…. “You never get a second chance to make a first impression” is a statement most people would agree with. Is the first impression truly the most important?

Moment of Truth Karl Albrecht, in his book, At America’s Service, defines the moment of truth as “any episode in which the customer or member comes into contact with any aspect of the organization and gets an impression of the quality of service.”

Moments of Truth for Club Employees A club is an extension of the member’s home. Club staff should strive to make members feel cared for when they are at the club. Member satisfaction is closely tied to the way members are treated by the club’s staff.

Moments of Truth For Hospitality Things that happen that exceed customer expectations and create a moment of magic. Customer satisfaction is closely tied to the way customers are treated by the hotel or restaurant employees.

Greeting Your Customer or Member (role play activity) Imagine you are the dining room manager of a fine-dining establishment. You observe two employees seating guests on the same evening in the same time period. The following is a description of what you observe.

Types of Guests or Members The Born Salesman: Answer questions with short answers, always a smile and keep busy. The Silent Type: Smile, do everything you can to make this person as comfortable as possible. Dieting Guests: By being completely familiar with the menu, a waiter/waitress can suggest appropriate items to the guests. The Customer in a Hurry : Inquire as to how much time he/she does have. Always present the guest’s check immediately after the entrée The Protective Type: Be sure to thank the guest, smile and him/her you really appreciated serving him/her. Children: Pay special attention to children. Always ask the parents whether they want a booster seat or a high chair. If you have any special bibs, placemats, and/or games bring them to the table to keep them occupied. Do not play with children. Never pick up small children or make remarks about children from customer to customer. The Coffee Drinker – The coffee drinker will sit down at your best table, The waiter/waitress has to be very tactful, you don’t want to offend the guest.

Types of Guests Customers who become ill: In the event that one of your guests becomes ill during his /her meal, immediately notify your supervisor. Make sure you follow your company’s policy. Never touch or move the guest, ask anyone in their party if they want you to call an ambulance. Always remember to follow your company’s policy. Guests who arrive too late/early: Customers who arrive before you are open, are usually aware of your hours and are willing to wait. As a courtesy you want to let them know how much longer before you open. Customers who arrive after you are closed are more of a problem. If the kitchen staff is still there and is possible to serve them, they can usually be accommodated. Management will have to make the final decision. Angry guest: Customers who are angry usually had an unhappy experience before coming to dine. A professional waiter/waitress can eliminate this type of attitude and replace it with a positive mental attitude. Never discuss problems with the individual. Do not try to be a great psychologist. Be professional. The Bad Tipper: Under no circumstances should the professional waiter/waitress solicit a tip.

Understanding Customer Behavior Why do customers behave the way they do? How can a professional influence their behavior? Behaviors are triggered by a stimulus, something that inspires us to act, like a hunger pang that tells us to reach for a snack… TRIGGER ► leads to BEHAVIOR ► leads to OUTCOME

Steps to Customer Satisfaction STEP 1: ASK YOURSELF: “What does my customer need and how can I provide it? STEP 2: EXPRESS EMPATHY TO THE CUSTOMER STEP 3: USE THE BRIDGING TECHNIQUE

Steps to Customer Satisfaction STEP 4: BEGIN ACTIVE PROBLEM SOLVING STEP 5: MUTUALLY AGREE ON THE SOLUTION STEP 6: FOLLOW UP

Telling Guests or Members “NO” Apologize for not being able to meet expectations Give them the facts about the situation, not excuses Be firm with the customer, but gentle Remain calm if customers continue their demands Focus on what you can do. Your efforts demonstrate that you value their business and are willing to help

Questions? Thank you!