Service and Guest Relations Chapter 13 Service and Guest Relations

Objectives After reading and studying this chapter, you should be able to: Describe characteristics of effective servers and greeters Identify the seven commandments of customer service List guidelines for handling customer complaints

Introduction Guest service Psychology of foodservice Important for all restaurants Particularly dinner houses and fine-dining restaurants Offer more service Part of marketing and sales Psychology of foodservice Varies tremendously Complex relationships and skills

Service Encounter Many servers are skilled performers in the service encounter Server and guest are actors in a play Once the meal is finished, the play is over, the guest leaves, and the server moves on to the next stage Payoff for the guest: feeling of warmth, friendship, and ego enhancement Reward for the server: big tip and excitement of the drama

Gamesmanship Many servers look at the guest–server relationship as a battle of wits Guest: opponent Object of the game: extract maximum tip End of each evening: word is passed as to who received the most in tips Easy for a dining room to degenerate into a game, with the guest as secondary participant One way to ensure harmony: insist all tips be pooled and everyone share

Greeters First and last person a guest encounters Smiling, well-groomed, friendly person Asset to the restaurant, but the position calls for more Greeters who know the restaurant Add luster Are able to answer a variety of questions Main part of the host’s job Represent the restaurant by offering a friendly greeting and facilitating the seating of guests

The Server as the Independent Businessperson It is too easy to set servers up as private businesspersons Operating as an independent business on the premises leased for nothing Can foster competition rather than cooperation Fast-paced dining rooms Call for teamwork Requires working in harmony, goodwill, and trust

Foodservice Teams Some restaurants operate with servers working two to a team Most common: server/busser team Team system: Entire serving crew works as a team “Full Hands In, Full Hands Out” Major advantage: hot food is served hot

Hard Sell versus Soft Sell May result in the guest feeling pressured Soft sell Low key complete service Clientele determines the best approach Service includes a number of other factors Showmanship, wine service, attention to detail, refilling water glasses, etc.

Seven Commandments of Customer Service Include: Tell the truth Bend the rules Listen actively Put pen to paper Master the moments of truth Be a fantastic fixer Never underestimate the value of a thank you

Formality or Informality Depends on the kind of experience you are trying to deliver Some restaurants thrive on informality Servers appear in tennis shoes and blue jeans Others may be more formal Servers only speak when spoken to

Setting the Table Tables should be pleasing and inviting Cutlery and glassware should be spotless Once complete, setting should be pleasing to the eye Accomplished by arranging everything symmetrically Everything is clean and fingerprint free

Taking the Order Servers introduce themselves and take suggest beverages Main point: get the guest to make a selection from a variety of choices Rather than a simple yes-no decision Server may also describe food specials Then depart to obtain the beverage

Taking the Order (cont’d.) Food orders Senior female order is taken first Followed by other women, senior male, etc. Ordered by seat number Allowing each plate to be placed correctly Beverages: served and cleared from the right-hand side and to a tray Some restaurants clear plates as soon as a person is done eating Others wait until everyone has finished

Magic Phrases May include: Welcome back We’re happy you’re here It’s good to see you again I hope you like it/enjoy it May I take your plate? How was your evening? Sorry to have kept you waiting Have a nice trip home

The Difficult Guest Once in a while, the server is confronted by a difficult guest Majority of handling complaints: falls into employee hands Must be trained to problem solve Approach: “What can I do to help?” In itself, quite disarming

Strategies for Handling Complaints Win-win action tips Act immediately on a complaint Let the guest know you care Calm the guest Tell how the problem will be addressed Invite the guest to express their feelings Never invalidate or make the guest wrong Offer appropriate and reasonable amends Nurture the relationship

Strategies for Handling Complaints (cont’d.) Other tips Be diplomatic Remain calm, listen, and empathize Control your voice Get the facts Take care of the problem immediately If you take back an entrée, offer to keep the other meals warm in the kitchen So the group can eat together

Teen Confrontations Fast-food restaurants Catering to the younger crowd Can easily become hangouts and the scene of altercations Ground rules must be laid down Employ an experienced host who quickly identifies troublemakers Work with school administrators to discipline troublemakers Host should do what is necessary to avoid trouble

Service Personnel as a Family Many managers do whatever they can to create a family feeling Encourage employees to eat and drink on the premises Reduce meal prices Sponsor employee parties

Greeter or Traffic Cop Greeter: host welcoming arriving guests First representative to interact with visitors Sets the tone for the entire dining experience Rookie greeters First few weeks: outgoing, warm, and friendly Can easily turn into a traffic cop ordering visitors Give the option of becoming a server when vacancy occurs

Tact: Always Guests want common courtesy Recognition Respect A friendly welcome Principal reason people dine out Desire for sociability