chapter 2 service: the heart of hospitality permission granted to reproduce for educational use...

Chapter2Service: The Heart of Hospitality

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc.

Objectives

• Analyze why customers are important to the hospitality business.

• Describe the needs that hospitality businesses satisfy.

• Explain the importance of quality service.• Describe the two types of hospitality

employees.

continued


Objectives

• List the six characteristics of customer-focused employees.

• Distinguish the 11 critical moments in customer service.

• Assess the importance of good communication skills.

• Describe methods of handling customer complaints.


Customer Service

• Service is an activity done for another person• In a hospitality business, customer service

is the total experience a customer has with that business

• Customer experience includes staff performance and courtesy, cleanliness of the property, and the way customers are treated


Customers

• A customer or guest is someone who buys products or services from a business

• The success of a hospitality business depends on return customers

• Poor service is the number one reason customers do not return to a business

• Empathy helps hospitality workers provide what customers need


Customers’ Needs

• Human needs range from basic physical needs, such as food and shelter, to psychological needs, such as feeling accepted and fulfilling personal goals

• Successful hospitality businesses provide for their customers’ psychological as well as physical needs


Satisfying Customer Needs

• Hospitality companies strive for customer satisfaction

• Quality service is service that meets or exceeds customer expectations

• Consistent quality service means providing the same good service and products each time a customer comes to a business

• Quality service depends on service encounters


Quality Service

• All customers expect– to be treated with dignity and respect– to have their requests handled accurately and

efficiently– truthful product descriptions and answers to their

questions– honesty and accuracy in money transactions


Importance of Service Quality

• Poor service results in loss of customers and bad word-of-mouth publicity

• Quality service brings repeat customers and generates positive word-of-mouth publicity

• Quality service is achieved by employees who are skilled at their jobs and understand the art of customer service


Hospitality Employees

• Front-of-the-house employees work in areas that guests usually see, such as the lobby

• Back-of-the-house employees work in areas guests do not usually see, such as the laundry

• All employees are responsible for providing quality service

• Desire to please the customer is the first requirement of quality service

continued


Hospitality Employees

• An employee with a sincere attitude remembers that the customer is the reason for the business

• This attitude develops from being customer-focused


Customer-Focused Employees

• Customer-focused employees– make immediate eye contact– have good posture– smile warmly– respond quickly to requests– use the customer’s name whenever possible– are clean and well groomed


Critical Moments

• Service encounters that have a big impact on customer satisfaction are critical moments

• Proper responses at critical moments reflect quality service

• Employees can make sure critical moments leave a positive impression


11 Critical Moments

• First phone call• First view of entrance• Interaction with greeter• Wait for table or room• First moments at table or in room• First encounter with busser and servers• Encounter with manager

continued


11 Critical Moments

• Arrival of food• Visit to restroom• Presentation of check or bill• Last interaction with server or front office staff


Customer Relations Techniques

• Providing good customer service requires customer relations skills

• Customer relations skills include– communication skills– the ability to handle customer complaints


Communication Skills

• Employees must be able to communicate effectively with customers, coworkers, suppliers, and guests

• Three communication methods are– verbal (spoken)– written– nonverbal (body language)


Handling Customer Complaints

• Listen with empathy• Allow the customer to vent• Be supportive• Do not blame someone else• Have a positive attitude• Offer solutions• Follow through on the solution


• What is the number one reason customers do not return to a business?– poor service

• Hospitality services need to provide for customers’ physical and _____ needs.– psychological

Chapter 2 Review

continued


• What is quality service?– service that meets or exceeds customer

expectations• Making immediate eye contact and

responding quickly to customer requests are examples of being a _____ employee.– customer-focused

Chapter 2 Review

continued


• What are critical moments?– service encounters that have a big impact on

customer satisfaction• Name two customer relations skills.

– communication skills and the ability to handle customer complaints

Chapter 2 Review

chapter 2 service: the heart of hospitality permission granted to reproduce for educational use...

Documents

customer service service

business quality service

art of customer service

good service

service encounters

importance of quality

educational use

return customers poor