The Importance Of Customer Service
There are many hundreds of pubs, bars, restaurants and hotels for customers to chose from. And whilst the type of place may range from the swanky to the very basic, it is the calibre of service customers receive that can make or break an establishment.
On average if a customer has a good experience they will tell around 3 people. But if it ends up being a disappointing one, not only is it unlikely they will return, but the often embellished story of their poor experience will be relayed to as many as 10 people. Those 10 people are highly likely to pass it on again, and so on, resulting in a huge wave of negative publicity.
To add to this, the findings of a recent poll by MasterCard suggests 80% of all restaurant complaints are related to poor service, not inadequate products; and nearly a quarter of those surveyed indicated they would never return to a restaurant where they received unsatisfactory service.
The flip side to this is that excellent service does not just encourage repeat custom, and earn an establishment a place on the ‘recommended’ list; it is lucrative in other areas too. Reducing the amount of smashed wine glasses, or wrong orders being sent back, are just the beginning.
Patrons come into an establishment to sample what it has to offer. Whilst it is inappropriate to suggest a higher end bottle of wine in place of the ‘house’ option to every customer, having friendly, knowledgeable employees who are competent at identifying and interacting successfully with personality types of all customers ensures they know exactly what is on the menu that might tickle their fancy without feeling like they are getting the hard sell; thus allowing the clientele to make the most of their visit. This in turn increases average spend per head as an extra side dish that compliments the main, bottle of sparkling water rather than tap, or a shared dessert to finish, is ordered.
The effects of the economic climate are hard-hitting across the hospitality industry, resulting in increased competition for a shrinking customer base. Ignoring the importance of customer service training which allows staff to both exceed customer expectations and create customer delight, whilst also positively turning situations around when the service has slipped, could cost owners more than a few lost customers.
It is the service that customers remember. It is the service that earns an establishment a reputation…good or bad. It is also the service that makes customers return again and again – or not.
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