Are We Being Served?
Regardless of where you live the quality of food and the creativity around the décor of many restaurants is at an all-time high. It is also fair to say that the choice and variety of different places to eat out has never been greater. As a result of this many restaurants are increasingly finding it difficult to recruit and retain staff. As uncertainty around Brexit continues a number of industry bodies continue to voice their concerns over fears that these shortages will only get worse going forward.
One of the problems with a high turnover of staff is that venues can sometimes forgo investing in the right training for new starters as it is seen as a cost rather than an investment. Albeit a different industry I remember way back in the day when working one summer for a well know high street retailer how much emphasis they placed on customer service. We were told in no uncertain terms that if a customer needed some assistance we were to stop what we were doing immediately and do whatever we could to help them. If they needed to find something in the store we were told to take them to the right isle and not just provide them with directions or point!
So do you put customer service at the heart of your offer?
Do it right from the start
While what you put on your menu and the quality of what you deliver is incredibly important, it is the overall experience which your customers will remember. This will begin from the moment they begin interacting with you. This could be how easy they find your website to navigate or how friendly and helpful your team is when they phone up to make a reservation. Once they arrive at your venue then the moment they walk through the door to the minute they leave you and your team need to ensure that their needs are at the forefront of everything you do.
You don’t get a second chance to make a first impression. As a customer you want to be met by friendly knowledgeable staff who genuinely looked pleased to see you. Not someone who gives the impression that you are stopping them doing something more important. As well as speaking appropriately, being polite, courteous etc. body language is also important. Even if someone uses the right words the way and manner in which those words are delivered can have a negative effect. Remember actions also speak louder than words.
Two ears one mouth
One of the most important and yet hugely underrated skills when it comes to delivering excellent customer service is an ability to listen. This isn’t just about getting customer feedback, although that is equally important. This is more about taking the time to actually identify what an individual or group of customers need. By asking the right questions, listening to both the words and the tone they are delivered in and of course their body language you should be able to get a real sense of how they feel.
Most customers’ needs are emotional rather than logical, so the more your team knows about any given customers the more likely they are to be able provide them with the service they want and expect. It is also likely to make them feel important and appreciated. By doing this you should also be able to spot or avoid potential problems.
Don’t underestimate the power of ‘Yes’. Always look for ways to help your customers. When they have a request, as long as it’s reasonable, tell them you can do it. You can always work out how afterwards. It’s also very important to deliver on what you promise. Always do what you say you are going to do.
Fix problems immediately
No matter how well trained your team is or how efficient your procedures and systems are at some point something will go wrong. Delivering great customer service is often about how good you are at dealing with customer problems or complaints. Although in the cold light of day the customer might not be right, you never, ever, tell them that. Make sure whoever is dealing with them is understanding and empathetic. The goal in these situations is to resolve any issue as quickly and easily as possible. It is very important that any problems are dealt with as soon as possible. The last thing you want is for a customer’s anger to linger while waiting to work their way up the management chain.
By training your team to deal with problems properly and professionally are more likely to enhance your reputation than damage it. Encourage your team to take ownership of problems. Make sure they understand the importance of staying calm, especially if they don’t agree with the customer. Where possible and within certain limits give them the authority to negotiate a solution. By training your team to do these and similar things problems should be solved quickly and without drama.