2014 Summer Institutes Level 2

1. 2014 Summer Institutes Level 2 FRMCA Level 1, Chapter 10 Serving Your Guests

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3. Session Objectives • 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.

4. Session Objectives continued • Outline the process for taking orders at the table, beginning with the greeting. • Define suggestive selling, and give examples of how to do it. • Explain how customer complaints should be resolved.

5. The Importance of Customer Service Customer service often makes the difference between positive dining experiences and negative or ordinary ones. • 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

6. Service and Hospitality: The Competitive Edge • 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

7. First Impressions • Set the tone for a guests experience • Make customers feel welcome • Promote customer confidence in their decision to support the operation • Make customers more likely to forgive minor errors • Are the least expensive and most effective forms of advertising

8. Factors That Influence First Impressions • Facility cleanliness and appearance, both internal and external • Appearance of all restaurant and foodservice employees

9. 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.

10. Identifying Customers’ Needs continued • 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.

11. Identifying Customers’ Needs continued • 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?”

12. Reservations and Requests • 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

13. Reservations and Requests continued • 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

14. Greeting and Taking Orders • The greeter provides the first impression in appearance, friendliness, and attentiveness. • 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.

15. 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.

16. 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.

17. Suggestive Selling continued • Talking about daily specials is a part of suggestive selling. • After guests place an order, let them know they have made a good decision by complimenting their choices. • Servers can also recommend menu items they personally like. • Suggestive selling should be part of an ongoing training effort.

18. Resolving Customer Complaints • 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. • It is important to recognize when a guest is upset so the problem can quickly be resolved.

19. Resolving Customer Complaints continued • 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. • Proactively addressing such concerns with customers can turn a dissatisfied customer into a repeat guest. • Notify managers of all guest complaints.

20. Resolving Customer Complaints continued • Listen to the guest attentively. • Treat the guest with courtesy and respect, and be patient. • Empathize with the guest by showing understanding and sympathy about the situation. • Paraphrase the problem to confirm the problem. • Take responsibility for the situation. Don’t pass the buck or blame someone else.