Transcript Hospitality

2015 Summer Institutes Level 2
FRMCA Level 1, Chapter 10
Serving Your Guests
1
Session Objectives
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Explain the importance of customer service to the restaurant and
foodservice industry.
•
List the reasons for making a good first impression and give
examples of how to make one.
•
Describe the types of customers that may have special needs.
•
List ways to identify customer needs.
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Session Objectives continued
•
Outline the process for taking orders at the table, beginning with
the greeting.
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Define suggestive selling, and give examples of how to do it.
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Explain how customer complaints should be resolved.
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The Importance of Customer Service
Customer service often makes the
difference between positive dining
experiences and negative or
ordinary ones.
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Service: What restaurant and
foodservice employees provide.
It is measured by how well
everyone in the operation does
their jobs.
•
Hospitality: The feeling that
guests take with them from their
experience with the operation.
10.1
4
Service and Hospitality:
The Competitive Edge
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Competitive Edge: The element that attracts a customer to one
establishment over another.
•
When the offerings of competitors are similar, the competitive
advantage can come from the nature and quality of customer service.
10.1
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First Impressions
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Set the tone for a guests experience
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Make customers feel welcome
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Promote customer confidence in their decision to support the operation
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Make customers more likely to forgive minor errors
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Are the least expensive and most effective forms of advertising
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Factors That Influence
First Impressions
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Facility cleanliness and appearance, both internal and external
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Appearance of all restaurant and foodservice employees
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Identifying Customers’ Needs
Customers’ experiences are affected
by how well their needs are met.
Identifying these needs is the first
step in meeting them.
•Older customers may need
additional help.
•Families with young children have
unique requirements.
•Guests with dietary restrictions
require that servers have detailed
knowledge of the menu.
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Identifying Customers’ Needs continued
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First-time guests may be unfamiliar with the menu or any special
touches of that operation.
•
Special occasions may mean large groups and special menus.
•
Foreign-language guests can present challenges to efficient and
responsive service.
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Identifying Customers’ Needs continued
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Disabled guests must be
accommodated in every way
possible.
•
People dining alone may be
sensitive to this fact.
– Determine his/her seating
preference.
– Never call attention to the fact
that the diner is alone, or use
inappropriate greetings, such
as “Are you alone?” or “Just
one this evening?”
10
Reservations and Requests
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Record reservations and special requests.
•
Save reservations and requests in one place, and include standard
details such as the time of the reservation and who recorded it.
•
Implement special requests at the right time.
10.2
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Reservations and Requests continued
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Confirming all reservations and
special requests is good
customer service.
•
Proper procedures ensure
establishments avoid
disappointing guests by making
mistakes with reservations and
special request.
10.2
12
Greeting and Taking Orders
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The greeter provides the first impression in appearance, friendliness,
and attentiveness.
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As each guest at the table selects his or her meal, the server notes
guest orders on pre-printed guest checks or small note pads.
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Greeting and Taking Orders continued
•
The server takes the guest’s
order.
•
Servers must correctly note any
special requirements on the order
and ensure the chef understands
the request.
•
The server must evaluate and
determine the customer’s specific
needs for the current visit.
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Suggestive Selling
•
The goal of suggestive selling is to recommend additional or different
items to a guest.
•
This tactic maximizes guest satisfaction and increases the average
check, resulting in more profits.
– By increasing the guest’s check, suggestive selling also increases the
server’s tip.
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Suggestive Selling continued
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Talking about daily specials is a part of suggestive selling.
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After guests place an order, let them know they have made a good
decision by complimenting their choices.
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Servers can also recommend menu items they personally like.
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Suggestive selling should be part of an ongoing training effort.
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Resolving Customer Complaints
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Unhappy customers are bad for
business. Every operation
needs an organized system for
handling and resolving guest
complaints.
•
Management must train every
staff member on how to handle
customer complaints.
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It is important to recognize
when a guest is upset so the
problem can quickly be
resolved.
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Resolving Customer Complaints
continued
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Determine if a guest is showing signs of being unhappy with the service
or meal, and then encourage the guest to explain the problem.
•
Never ignore or avoid a dissatisfied guest.
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Proactively addressing such concerns with customers can turn a
dissatisfied customer into a repeat guest.
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Notify managers of all guest complaints.
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Resolving Customer Complaints
continued
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Listen to the guest attentively.
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Treat the guest with courtesy and respect, and be patient.
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Empathize with the guest by showing understanding and sympathy
about the situation.
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Paraphrase the problem to confirm the problem.
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Take responsibility for the situation. Don’t pass the buck or blame
someone else.
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