The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Customer care

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Customer care is caring for customers

Remember:

• Put the customer first

• Make them feel good

• Make them feel comfortable

• Make them feel important

• Make them want to return to your restaurant or establishment

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Concentrate on

• Your appearance• Using the phone correctly• A clean and tidy environment• Writing to customers• Answering the phone within three rings• Finding out what makes customers happy• Achieving positive results• Ensuring that what you give is what the customer

wants

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Staff satisfaction will achieve customer satisfaction

Staff will be happier and feel more committed by:• Good leadership• Avoiding unnecessary stress• Knowing the fundamental importance of the

customer: seek ideas from your staff on how to improve customer care

• Receiving good customer care training• Building pride in their work and performance• Having their training reinforced periodically

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Standards of performance

• Create standards of performance for each step in the customer/staff process. For example:• A customer enters the restaurant.• The entrance should be clean and tidy.• The doors could be marked ‘welcome’.

• Ensure these standards are measured and monitored regularly.

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Customer care skills

When dealing with customers, behaviour should be:• Professional• Understanding their needs• Being patient with customers at all times• Enthusiastic – it can be contagious• Confident – can increase a potential customer’s trust• Welcoming – it can satisfy a customer’s basic human

desire to feel liked and be approved of• Helpful – customers warm to helpful staff• Polite – good manners are always welcome• Caring – make each customer feel special

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

Handling customer complaints

• 96 per cent of dissatisfied customers do not go back and complain, but they do tell between 7 and 11 other people how bad your restaurant or service is.

• 13 per cent will tell at least 20 other people.• 90 per cent will never return to your

restaurant.• It costs roughly five times as much to attract a

new customer as it does to keep an existing one.

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

When dealing with complaints (1)

• Show empathy• Use their name as often as appropriate• Make sure that you listen, using body language to

show you are listening• Take notes• Let them make their case• Ask questions to clarify details• Recapitulate; confirm with them that you’ve got it right• Sympathise• Gather together your version of the facts before

replying

The Theory of Hospitality and Catering Dynamic Learning published by Hodder Education © 2011 D Foskett and P Paskins

When dealing with complaints (2)

• Phone back if necessary• Apologise appropriately• Tell them what you propose to do• Give them alternatives• Get their full agreement to resolve the issue• Never try to ‘win the argument’• Make sure its done properly and keep them informed• Contact afterwards to make sure they are happy• See it as an opportunity to cement the relationship

and encourage more business