It’s Not Like Last Time! - Ashdale Business Consulting

It’s Not Like Last Time!

 

At a time when repeat custom is essential, the need for consistency has never been greater.

 

A few weeks ago I went to a seminar on the incremental steps that business owners could take which could have a significant impact on their bottom line.  Following a session on customer service I got talking to one of the other delegates about our own personal experiences in this area.

My new found friend explained to me that he had recently moved house and before starting a new job went to get his haircut.  Not knowing the area he settled on one of the first places he came across.  On his arrival he was greeted by the owner, shown to the waiting area and asked if he would like a drink while he waited.  When it came to his turn the barber asked whether he would like his hair washed first and then proceeded to chat to him through-out, including explaining why he preferred to use scissors rather than clippers, as he felt it was better for the hair.  My new friend was extremely impressed and on leaving left quite a substantial tip.

When his next haircut was due he had no hesitation on returning to the same place.  However his experience on this second visit was very different.  The owner wasn’t there this time, so no meet or greet when he arrived.  He wasn’t offered a drink nor asked whether he would like his hair washed before it was cut.  The barber who cut his hair was silent through the whole process and actually used clippers not scissors.  Needless to say on leaving my friend didn’t leave a tip.

Assuming that this drop in standards was due to the fact that the owner wasn’t present, a watch-out in its self, my friend decided to give the place one more chance.  On his third visit the owner was there, however he didn’t greet my friend at the door.  He was offered a drink, but it arrived in a plastic cup this time.  The barber didn’t offer to wash his hair and he used clippers.

Needless to say my friend has now found somewhere else to have his hair cut.

Guess what’s on the plate

When customers come back to your restaurant it is because they enjoyed their previous experience.  In most cases at the heart of this will be the food that you served them.  So not surprisingly nothing disappoints people more than ordering something they have had before only to find that this time round it is different.  It either doesn’t quite taste the same or the quantities have changed.

I remember a few years ago re-visiting a particular restaurant and being annoyed to discover that although the main course was described in the same way as it was before, the amount of vegetables which accompanied it this time meant that additional side dishes had to be ordered, after it had arrived.  I have also had the opposite experience whereby I have ordered additional sides only to discover that the main course includes more than enough. 

Whether you believe cooking food is an ‘art’ or a ‘science’ it is extremely important that when serving food there is a high level of consistency in terms of what goes out on the plate each time.  Not only in taste, obvious, but also look and feel.  Customers can’t be left to play culinary roulette depending on who is in the kitchen on any given day.  Back of house processes and procedures are as much a part of running a successful kitchen as are talented chefs.

McDonalds may not be the best restaurant in the world, but whether you order a Big Mac in London or New York the chances of them tasting different is highly unlikely.

Have you been here before?

One of the most frequently quoted reasons customers give for returning to a restaurant is that they enjoyed great customer service.  Unsurprisingly if you feel you have had a poor experience it is going to greatly influence whether you go back to somewhere or not. Having said that in some instances where the interaction is more transactional customer service can be a very low part of the offer.  I have even come across instances where a more surly approach is actually part of the USP, although this does have limited appeal!  The key thing as we have already seen with food, is making sure whatever you offer is delivered consistently.  For customers the worst of all worlds is when they don’t know what sort of customer service experience they will receive on any given visit.

In order to help with this it is really important to have a clear picture of what good or great service looks like in your venue.  If you opt to meet and greet customers on their arrival and then take them to be seated, make sure each member of the team knows what is expected of them and it is always done no matter how business things get.  This should include checking to see if this is someone’s first visit, in which case a slightly more detailed explanation of how things will work may be appropriate, versus a regular who is familiar with how everything works.

Some restaurants assign specific waiters to individual tables, which is great and can really help build up a rapport with your customers.  However on more occasions than I can remember after the first couple of courses your chosen server disappears and is replaced with someone new.  Nothing against this new individual but it often feels awkward, particularly when it comes to giving a tip.  Who are you tipping the previous server, the new person or both?  It never ceases to amaze me how often this happens, when a simple handover would leave a far more positive impression.

And Finally

It is often said that restaurants are built on two major principles: serve great food and give great service.  I would add to that and say successful restaurants are built on two major platforms: consistent food and consistent service.

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