Service: The Heart of Hospitality Chapter 2 Hospitality & Tourism

Introduction Service: activity that is done for another person (often refers to the act or manner of serving food & drink-more than that- satisfy people’s needs) Customer Service: total customer experience with that business (performance of all staff, cleanliness of property, and the way customers are treated during their visit)

Customers Customer: is someone who purchases products or services from a business (department store, hotel, etc.) Guest: customer who purchases products or services from a hospitality business Guest & Customer are used interchangeably Customer is the main reason of the hospitality industry ◦ If there were no customers, there would be no business ◦ Poor service is the #1 reason customers do not return to a business

Who is the Customer? Come in all shapes, sizes, abilities, personalities, ethnic backgrounds, & religions Come from all over the world Different languages, customs, & expectations Some have special needs (diabetes, wheelchair, etc) Hospitality workers need to develop the ability to understand and relate to all different kinds of people Empathy: ability to put yourself in someone else’s shoes and know how that person feels ◦ Will help you figure out customer’s needs

Customer’s Needs Customers look for a place where they feel welcome Quality of feeling welcome is often more important than the quality of the food or the comfort of the hotel room Hospitality industry satisfies both physical and psychological needs of customers Abraham Maslow: developed a method to describe how human needs are met. ◦ Maslow’s Hierarchy  Basic needs are at the bottom of the pyramid  Needs at the bottom of the pyramid must be partially or fully met before you can move up the pyramid

Satisfying Customer Needs Customer Satisfaction: positive feeling customers have about a business that meets their needs Hospitality companies meet the needs of their customers through quality service Quality Service: service that meets or exceeds customer expectations ◦ Expectations change with the situation ◦ Expectations at a fast food restaurant are different than those at a 5 star restaurant ◦ Certain expectations are universal (treated with dignity & respect)

Quality Service Quality service is the key to establishing & maintaining a successful business Important service elements: ◦ Cleanliness and attractive appearance of facilities and grounds ◦ Employees who respond quickly to requests ◦ Employees who anticipate customers’ needs These elements are based on good training and the attitude of employees

Consistent Service Consistent quality service: providing the same good service and products to customers each and every time they come to your business Delivering quality service always involves people Service Encounter: interaction between a customer and a staff member ◦ Basic building blocks of quality hospitality service ◦ Service encounters occur before, during, and even after the customer’s visit Employees must be at their best at all times to ensure good service encounters Hospitality businesses often fail or succeed based on the quality of service

Importance of Service Quality service is important because people often talk about their experiences Customer Focused Employees: employee who can anticipate customer needs Customer Focused Employees have the following 6 characteristics ◦ Make immediate eye contact ◦ Have good posture ◦ Smile warmly ◦ Respond quickly to requests ◦ Use the customer’s name whenever possible ◦ Clean and well groomed

Hospitality Employees People who provide quality service in the hospitality industry Two groups ◦ Front of House: employees that guests usually see (entrance & dining room, lobby, etc.)  Interact with customers-servers, cashiers, hosts & hostesses, bell attendants, front desk staff ◦ Back of House (guests usually do not see) also called the heart of the house (kitchen, receiving, storage areas, laundry, offices, boiler room)  Rarely involved with customers-chefs, cooks, dishwashers, housekeepers, building engineers, grounds attendants

Hospitality Employees Customer Focused (can anticipate customer needs) ◦ Make immediate eye contact ◦ Have good posture ◦ Smile warmly ◦ Respond quickly to guests requests ◦ Use the customer’s name whenever possible ◦ Clean & well groomed

Critical Moments Critical moment: time when the customer’s experience makes a bigger impact on customer satisfaction than at other times (11 critical moments in hospitality) Phone calls, building entrance, the greeter, the wait, the table or hotel room, the busser & servers, the manager, the arrival of food, the restroom, the check/bill, the goodbye (See page 53 box at the top)

Customer Relation Techniques Communication Skills ◦ Verbal Communication ◦ Written Communication ◦ Nonverbal Communication

Handling Customer Complaints Listen with empathy Allow the customer to vent Be supportive Don’t blame someone else Have a positive attitude Offer solutions Follow through on the situation