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AN EXPOSITION AN EXPOSITION ON ON

DELIVERING DELIVERING QUALITY GUEST QUALITY GUEST

SERVICESERVICE

PART IPART I

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AN INTRODUCTION OF AN INTRODUCTION OF QUALITY GUEST SERVICEQUALITY GUEST SERVICE

IN A BUYERS’ MARKET CUSTOMER IS IN A BUYERS’ MARKET CUSTOMER IS KINGKING

SERVICE PROVIDED TO CUSTOMER SERVICE PROVIDED TO CUSTOMER MAKES OR BREAKS A FIRM IN TODAY’S MAKES OR BREAKS A FIRM IN TODAY’S WORLDWORLD

NO FIRM OR COMPANY, EVEN THOUGH NO FIRM OR COMPANY, EVEN THOUGH REMOTELY CONNECTED TO THE DIRECT REMOTELY CONNECTED TO THE DIRECT SERVICE TO THE CUSTOMER, CAN SERVICE TO THE CUSTOMER, CAN THINK OF FUTURE GROWTH, NAY THINK OF FUTURE GROWTH, NAY FUTURE SURVIVAL EVEN, BY FUTURE SURVIVAL EVEN, BY NEGLECTING THEIR CUSTOMERSNEGLECTING THEIR CUSTOMERS..

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Now Let us look at Now Let us look at Some Findings and Some Findings and RecommendationsRecommendations

forforQuality Guest Quality Guest

ServiceService - -According to Accenture report According to Accenture report

published in OUTLOOK, Point of View, published in OUTLOOK, Point of View, January 2008, No 1.January 2008, No 1.

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Finding # 1.Finding # 1. SERVICE QUALITY IS THE LEADING SERVICE QUALITY IS THE LEADING

REASONREASON why consumers why consumers LEAVELEAVE a a service provider and/or service provider and/or CHOOSECHOOSE a new a new oneone

Finding # 2.Finding # 2. GUESTS’ EXPECTATIONS ARE RISINGGUESTS’ EXPECTATIONS ARE RISING

and it is increasing everyday, even in and it is increasing everyday, even in some cases, every moment.some cases, every moment.

Finding # 3.Finding # 3. THE THE GAP IS WIDENINGGAP IS WIDENING BETWEEN BETWEEN

THE SERVICE GUESTS EXPECT AND THE SERVICE GUESTS EXPECT AND THE SERVICE THEY GET OR THE SERVICE THEY GET OR EXPERIENCE.EXPERIENCE.

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Recommendation # 1Recommendation # 1 Understanding Understanding WHAT MATTERS WHAT MATTERS

THE MOST TO THE GUESTSTHE MOST TO THE GUESTS is is very vital for delivering Quality very vital for delivering Quality Service.Service.

RRecommendation # 2 Secondly, A GUEST-CENTRIC

PERSPECTIVE IN SERVICE is what matters the most.

Recommendation # 3 And finally, make a case for

TRANSFORMING GUEST SERVICE.

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Now let us look at the other Now let us look at the other way of Quality Guest way of Quality Guest

ServiceService

From the Point of From the Point of View of View of

GUEST SATISFACTION GUEST SATISFACTION INDEX i.e., INDEX i.e.,

WHAT MATTERS THE WHAT MATTERS THE MOST TO THE GUESTMOST TO THE GUEST

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RatingsRatings1.1. Overall satisfactionOverall satisfaction

This score is based on how guests rate This score is based on how guests rate their overall satisfaction with the hotel. their overall satisfaction with the hotel.

2.2. ReservationReservation This score is based on how guests rate This score is based on how guests rate

the phone or online reservation the phone or online reservation process, including getting through to a process, including getting through to a representative, courtesy of reservation representative, courtesy of reservation staff, ease of booking, availability of staff, ease of booking, availability of booking options/packages, knowledge booking options/packages, knowledge of staff and usefulness of internetof staff and usefulness of internet

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3.3. Check-In/Check-Out: Check-In/Check-Out: This score is based on how guests rate This score is based on how guests rate

the check-in/check-out process, the check-in/check-out process, including speed of checking in/out, including speed of checking in/out, billing and staff knowledge and billing and staff knowledge and courtesy.courtesy.

4.4. Guest Room Guest Room This score is based on how guests rate This score is based on how guests rate

the bathroom amenities, bed comfort the bathroom amenities, bed comfort and room smell. and room smell.

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5.5. Food & BeverageFood & Beverage This score is based on how guests rate This score is based on how guests rate

the menu choices, quality of food, and the menu choices, quality of food, and speed of room service.speed of room service.

6.6. Hotel Services Hotel Services This score is based on how guests rate This score is based on how guests rate

the business center, recreational the business center, recreational facilities and concierge. facilities and concierge.

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7.7. Hotel Facilities Hotel Facilities This score is based on how guests rate This score is based on how guests rate

the parking, hotel exterior/interior and the parking, hotel exterior/interior and security/safetysecurity/safety

8.8. Costs & FeesCosts & Fees This score is based on how guests rate This score is based on how guests rate

the price paid for the room, food and the price paid for the room, food and beverage, telephone, Internet beverage, telephone, Internet connectivity, amenities and hotel connectivity, amenities and hotel services. services.

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After having seen the After having seen the findings, there are findings, there are TWOTWO

ways of resolving the issue ways of resolving the issue of Delivering Quality Guest of Delivering Quality Guest

ServiceService The First way is through hunch The First way is through hunch (intuition) or following the time proven (intuition) or following the time proven practices, and, practices, and,

The Second way is using Scientific The Second way is using Scientific Method based on Service Research and Method based on Service Research and FindingsFindings

We will see both the methods but the full We will see both the methods but the full exposition of the second method will be exposition of the second method will be explored in the nextexplored in the next

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THE FIRST THE FIRST METHODMETHOD

BASED ON HUNCH BASED ON HUNCH (INTUITION) OR TIME (INTUITION) OR TIME PROVEN PRACTICESPROVEN PRACTICES

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DEALING WITH GUESTSDEALING WITH GUESTS One can become competent in One can become competent in

dealing with guests by:-dealing with guests by:- EnjoyingEnjoying while serving people while serving people TalkingTalking to them to them

And One can learn from:-And One can learn from:- ExperienceExperience, i.e., by remembering each new , i.e., by remembering each new

situation,situation, ObservationObservation i.e., by noting how others at i.e., by noting how others at

work deal with people and situations, work deal with people and situations, success as well as failures.success as well as failures.

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UNDERSTANDING UNDERSTANDING GUESTS NEEDS AND GUESTS NEEDS AND

REQUIREMENTSREQUIREMENTS Let us Answer the following Let us Answer the following

questions first:-questions first:- Why do the guests choose a particular Why do the guests choose a particular

restaurant or bar only?restaurant or bar only? Are they Are they regularsregulars?? Were they Were they just passing byjust passing by?? Are they Are they localslocals meeting their friends here? meeting their friends here? Have they Have they heard about the friendly heard about the friendly

serviceservice here? here?

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OUTCOMES OF THE OUTCOMES OF THE GUESTS’ VISITS GUESTS’ VISITS

DEPEND ONDEPEND ON HOW SATISFIED THE GUESTS ARE HOW SATISFIED THE GUESTS ARE

i.e.,i.e., How well their requirements are met,How well their requirements are met,

One’s UNDERSTANDING of what One’s UNDERSTANDING of what these (these (requirementsrequirements) are,) are,

And the Delivery of QUALITY And the Delivery of QUALITY SERVICE.SERVICE.

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DELIVERY OF QUALITY DELIVERY OF QUALITY SERVICE MEANSSERVICE MEANS

New guests come because they have New guests come because they have been told been told “HOW GOOD THE “HOW GOOD THE STAFFS OR EMPLOYEES OF THAT STAFFS OR EMPLOYEES OF THAT PARTICULAR RESTAURANT OR PARTICULAR RESTAURANT OR BAR ARE”BAR ARE”

New guests New guests returnreturn Regulars stay Regulars stay LOYALLOYAL All customers All customers enjoyenjoy their visits, and their visits, and

spend morespend more

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EXAMPLES OF QUALITY EXAMPLES OF QUALITY SERVICESERVICE

Every Every NEWNEW guests are guests are acknowledged acknowledged within 30 secondswithin 30 seconds of entering the of entering the restaurant or barrestaurant or bar

No guest should waitNo guest should wait for more than 2 for more than 2 minutesminutes before being servedbefore being served

All customers leaving should be All customers leaving should be THANKED and given the appropriate THANKED and given the appropriate greetings e.g., greetings e.g., ““thank you for your visit thank you for your visit Mr.__/Ms.__, hope to see you again and Mr.__/Ms.__, hope to see you again and good night/ goodbye”good night/ goodbye”

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WHAT IS QUALITY WHAT IS QUALITY SERVICE SERVICE

SPEEDYSPEEDY

HELPFULHELPFUL, and, and

POLITEPOLITE SERVICE SERVICE

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SOME MORE EXAMPLES SOME MORE EXAMPLES OF QUALITY SERVICEOF QUALITY SERVICE

Business people expect what they want Business people expect what they want to to be available QUICKLYbe available QUICKLY

LOCALS NEED LESS SPEED but expect LOCALS NEED LESS SPEED but expect their drink/ favorite dish to be known their drink/ favorite dish to be known and their usual seat to be availableand their usual seat to be available

OLDER PEOPLE like OLDER PEOPLE like polite and formal polite and formal service, service, e.g., “yes sir” “yes madam” and e.g., “yes sir” “yes madam” and “who keep their distance”“who keep their distance”

But then YOUNGER PEOPLE like But then YOUNGER PEOPLE like informality and friendliness.informality and friendliness.

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ANSWERING GUESTS’ ANSWERING GUESTS’ ENQUIRIESENQUIRIES

It gives It gives good impressiongood impression if ONE can give helpful if ONE can give helpful replies to questions about:replies to questions about:

The range of food and drinks availableThe range of food and drinks available Other facilities available in the hotelOther facilities available in the hotel Other restaurants, hotels etc belonging to the Other restaurants, hotels etc belonging to the

company you work forcompany you work for The local area and what is going on, where to The local area and what is going on, where to

visit, local leisure centers etc.visit, local leisure centers etc. Services they would like e.g., to book a table in Services they would like e.g., to book a table in

the restaurant, leave a message for another the restaurant, leave a message for another guest etc.guest etc.

AND GUESTS APPRECIATE SUCH SERVICES.AND GUESTS APPRECIATE SUCH SERVICES.

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BUT THEN CONSIDER THESE BUT THEN CONSIDER THESE WHILE PROVIDING SUCH WHILE PROVIDING SUCH

SERVICESSERVICES

PROVIDING INFORMATION AND HELPPROVIDING INFORMATION AND HELP One’s aim must be to deal with every question One’s aim must be to deal with every question

helpfullyhelpfully HOW MUCH CAN YOU HELPHOW MUCH CAN YOU HELP

Some questions require decisions one should not Some questions require decisions one should not taketake

INFORMATION THAT IS NOT DISCLOSABLEINFORMATION THAT IS NOT DISCLOSABLE Some questions require careful handling so as to Some questions require careful handling so as to

avoid giving confidential information that the avoid giving confidential information that the questioner is looking forquestioner is looking for

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GUESTS’ COMMENTSGUESTS’ COMMENTSPositivePositive

e.g., e.g., “we have had a great time, thanks!”“we have had a great time, thanks!”

NegativeNegative e.g., e.g., “Oh are these the only non-alcoholic “Oh are these the only non-alcoholic

drinks you have?”drinks you have?”

NeutralNeutral Most dangerousMost dangerous

Dealt with well, unhappy customers can Dealt with well, unhappy customers can become regulars.become regulars.

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Some guidelines on Some guidelines on dealing with complaintsdealing with complaints

Listen to the complaint until guest has Listen to the complaint until guest has finished speaking. Do not interrupt, even finished speaking. Do not interrupt, even when you know you will be asking someone when you know you will be asking someone else to handle the situationelse to handle the situation

Apologize properly and sincerely, but Apologize properly and sincerely, but do not do not admit that you or your company is at faultadmit that you or your company is at fault..

Do not make excuses or blame anyone elseDo not make excuses or blame anyone else Never argue or disagree. You must react as if Never argue or disagree. You must react as if

the the customers are rightcustomers are right, even when you , even when you believe otherwise or think your manager will believe otherwise or think your manager will take a different view.take a different view.

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Continued….Continued…. Keep calm and remain polite,Keep calm and remain polite, If appropriate, consider offering a If appropriate, consider offering a

replacement or an alternative dish/drinkreplacement or an alternative dish/drink If providing a replacement or alternative, If providing a replacement or alternative,

1.1. do this as quickly as possible,do this as quickly as possible,2.2. with with another apology for inconvenienceanother apology for inconvenience..3.3. CheckCheck that the that the new dish/ drink is satisfactorynew dish/ drink is satisfactory..4.4. Complete the special order form so that there Complete the special order form so that there

is no problem with cash or stock control.is no problem with cash or stock control.

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Continued…..Continued…..

Never offer something that you can not Never offer something that you can not provide provide for example, consider the situation what for example, consider the situation what

would happen if the guest accepts your would happen if the guest accepts your suggestion of another dish/ drink and that suggestion of another dish/ drink and that has gone out of stockhas gone out of stock

Thank the guest for bringing the matter Thank the guest for bringing the matter to your attentionto your attention – – if said with feeling, if said with feeling, this will show the guest that you are this will show the guest that you are genuine in your efforts to put things genuine in your efforts to put things right.right.

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HEALTH AND SAFETY HEALTH AND SAFETY ISSUESISSUES

REMEMBER THATREMEMBER THAT We, the servers as well as the company in which We, the servers as well as the company in which

we are working, have we are working, have legal responsibility for the legal responsibility for the health and safety of our guests or anyone else health and safety of our guests or anyone else visiting our placevisiting our place

Guests may seek compensation for injuries Guests may seek compensation for injuries sufferedsuffered

Hence in case of guests’ health and safety issues Hence in case of guests’ health and safety issues come under question mark “come under question mark “DO NOT ARGUEDO NOT ARGUE AND AND LEAVE THE MATTER TO THE MANAGEMENT LEAVE THE MATTER TO THE MANAGEMENT AND THE EXPERTS TO DEAL WITH”.AND THE EXPERTS TO DEAL WITH”.

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GROOMINGGROOMING THAT IS THAT IS

THE WAY YOU LOOKTHE WAY YOU LOOKYour appearance should give the Your appearance should give the impression that you areimpression that you are FRIENDLYFRIENDLYCLEANCLEANSMARTSMARTORDERLYORDERLYORGANISEDORGANISED

If you are IMMACULATE, your guest If you are IMMACULATE, your guest will be convinced that everything else is will be convinced that everything else is equally clean and fresh !!equally clean and fresh !!

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SOME DOsSOME DOs

Check thatCheck that Your uniform fits, is clean and well Your uniform fits, is clean and well

pressedpressed Name badge is onName badge is on Hair is clean and tidyHair is clean and tidy Personal freshness is OK – use a Personal freshness is OK – use a

deodorant if requireddeodorant if required Hands and fingernails are cleanHands and fingernails are clean Posture is upright and confidentPosture is upright and confident Jewellery is not excessiveJewellery is not excessive

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SOME DONTSSOME DONTSIt is most important NOT toIt is most important NOT to Play with your nailsPlay with your nails Look at your watchLook at your watch YawnYawn Bite your nailsBite your nails fidget with jewelleryfidget with jewellery Pick your nosePick your nose Sneeze without a handkerchiefSneeze without a handkerchief

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REMEMBERREMEMBER

YOU ARE THE CENTRE OF YOU ARE THE CENTRE OF ATTENTIONATTENTION

TAKE PRIDE IN YOUR TAKE PRIDE IN YOUR APPEARANCEAPPEARANCE

OUR GUESTS EXPECT ITOUR GUESTS EXPECT IT YOU WILL FEEL BETTER FOR ITYOU WILL FEEL BETTER FOR IT

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In Part II we will deal with the In Part II we will deal with the Second way (or METHOD) of Second way (or METHOD) of resolving the issue of resolving the issue of DELIVERING QUALITY GUEST DELIVERING QUALITY GUEST SERVICE BY using Scientific SERVICE BY using Scientific Method based on Service Method based on Service Research and FindingsResearch and Findings