Customer Care

Advanced Technical skills – FBA 11

In
Food & Beverage Service (Theory)

Mr J. Zahra

Roderick Zammit

3 November 2005
 ADVANCED TECHNICAL SKILLS THEORY- FBA 11

CONTENTS

Page
No
2.1 Introduction 2

2.2 Research 2

2.3 Customer Care Strategy 3

2.4 Establishment and Staff Hygiene 4

2.5 Promotions 5

2.6 Greeting Customers 5

2.7 Taking Calls 6

2.8 Taking Bookings 7

2.9 Items Left Behind 7

2.10 Handling Complaints 8

2.11 Confidentiality 8

2.12 Barred Customers 9

2.13 Hiring and Training of Staff 9

2.14 Brand Service Standards 11

2.15 Information (Recording & Delivering if Necessary) 12

2.16 diversity 12

Bibliography 13

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2.1 INTRODUCTION.

Customer care can be defined as the fundamental approach to the standards of service
quality. It covers every aspect of the hotel operations, from the design of a product to a
service to how it has delivered. In addition, serviced.

Customer care, in short, is a powerful ingredient to business survival and competitive

advantage for the Hotels for to day and the future. Customer care is about what it takes to
build and sustain a custom- focused organisation. It is about everything an organization
does to win, satisfy and keep customers. Of course, it has to be done profitability
because it then becomes a source of investment and a return to shareholders; it is also
have to be done better than the competition

Customer care offers opportunities for a long-term reputation benefit, which genuinely
differentiates one hotel to another. A customer care service advantage is not easily
imitated.

2.2 RESEARCH

A collection of available information on past and current customers and trends together
with a future prospects, structured to allow for the implementation of effective marketing
strategies.

Food and beverage operations market research can be broadly divided into three main
categories.

External Desk Research - using information collected and stored by external

organization such as: Government, associations, tourist boards etc.

Internal Desk Research - using information collected and stored by the restaurant or
different departments of the Hotel such as: guest comments, booking patterns, food and
beverage control. Etc.

Field Research - carrying out surveys and collecting new data’ ohm the floor such as:
observation, postal and telephone surveys, customers interview etc.

This research will help you to identify trend in eating habits and being more
customer- oriented in the whole operation. Benefits of research are that the restaurant
can give personalized service and guarantee long term customer satisfaction.

N.B. Loyalty schemes will help to achieve these aims. Automatically will build a
customer database.

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2.3 CUSTOMER CARE STRATEGY.

Identifying the customer – it follows that in order for an organization to develop

effective communication with its customers it must known that those customer are. A
customer is an outsider. This outsider has a want or need, which the restaurant can fulfil.
Sometimes the customer is not aware of this need and so the restaurant must
communicate with the customer to raise their awareness.

Long –term customer satisfaction – Many restaurants have come to realize that
customer satisfaction (or better still, Customer delight) is the only road to Long-term
sustainable competitive advantage. Customers themselves have begun to flex their
muscles: they are much less inclined to remain servile and silent of indifferent attention.
Attraacting and retaining their loyalty has become a major issue.

Level of service - the customer expects a certain level, memorable events are the few
occasions when these levels are clearly surpassed and the more numerous occasions when
they are not reached. As well as lack of explicit Customer care strategies linked to
overall mission and policy, many Restaurants are still unclear about the role of Customer
service and how to organize it in order to deliver benefit and enhanced profitability. It is
essential to identify customer perception

Customer complaints – is a direct measure of customer satisfaction. Only between 10

and 20 per cent, actually complain: the rest simple do not come again.

Example of a customer care strategy plan. Organizing a kid’s area in the restaurant where
children can play and eating safely. Therefore, their parents and the rest of the customers
can enjoy dinning in a tranquil atmosphere.

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2.4 ESTABLISHMENT AND STAFF HYGIENE

The appearance of the establishment with inside and outside provides the potential
customer with an impression. Well designed, clean premises will help to create a good
impression and sell the restaurant. Once inside, the décor, layout, design and atmosphere
will further influence the customer

Staff Appearance is very important in communication. If someone does not like what he
or she sees, your verbal message probably will not be listened to or acted upon. First
impressions count a great deal to guests. No customer expects to be served by a
carelessly dressed individual. Staff appearance is important to create a good first
impression. How staff looks, are groomed walk and appear to the customer. Remember
someone who looks good, feels good and is confident. In addition makes customer
confident.

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2.5 PROMOTIONS

• Personal Selling - all employees who are in contact with customer must be made
aware of the importance of selling the product to increase profits and provide a
satisfactory experience for the customer.

• Sales Promotion - is a day-to-day operation relating to discount offers, price

reductions, special offers, and such a free bottle of wine with every meal for three or
more? Advantages:
Increase sales by attracting new customers
Gain publicity
Keep the interest of regular customers
• Advertising – this will influence consumer attitudes and behavior favorable to the
seller.
Increase awareness of the establishment
Show that the product and service is value for money.
Show benefits offered by the establishment product and services.
Focus on the differences from those competitors.
Media for advertising can be Magazines, Newspapers radio television (very effective),
Email direct mail etc.

• Public Relations – are to plan and sustain efforts to establish and maintain goodwill
and mutual understanding between an organization and its publics.
Ex. Organizing a Blood donation activity.

2.6 GREETING CUSTOMERS

Use peoples names; it holds their attention. It demonstrates recognition and respect. Their
name is probably the most important word in the world for them. Always use their
surname until they give you permission to use their first name.

If you are already, dealing with another customer in the restaurant acknowledges the new
customer and reassures them that you will help them as soon as possible. Try to greet
people with a smile that is genuine. You may even get one in return. ”Remember smiles
are free”. Good manners are essential

By asking customer questions. Will demonstrate:

• Properly understand what the customer wants
• Time for them to talk
• Interest on your part
• Feel of customer important
• Can understand their needs
• Can understand how to make customer feel better

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2.7 TAKING CALLS

It is very important that those who answer the telephone in the restaurant should be
efficient, courteous and helpful. A voice on the telephone may be the first or only
impression of the restaurant that an outsider receives: remember that you will have to
create the impression with your voice alone. If you anticipate receiving calls, keep your
message pad, pen and reservations book. Together with a list of internal extensions, in
case should you have to transfer a call.

• If it is a direct outside line, you should anwser in a formal manner. Greet the caller &
identify the organization.
‘Welcome to ITS can I help you?’

• Identify and note the caller’s name and organization as soon as possible. if he is an
efficient caller, it should be the first thing he says

• Then listen carefully to his message: it may require instant action or response. If it
speaks to fast. Or you do not catch something, are not sure that you have heard it
right, or simply do not understand, do not be shy to say so a courteous interruption to
ask for a repetition or spelling is helpful to the caller, providing feedback and
ensuring that his message is effective.

• Never leave the caller hanging on unnecessary. If you do have to transfer him to
another extension, leave the phone to refer to a reservation or make an Enquirer on
his behalf. Keep him informed: tell him what you intended to do. He may prefer to
have you call him back later.

• Speak clearly and with a certain formality, and to keep your tone appropriately
helpful, courteous and alert. It is all too easy to sound brusque when you intended to
sound efficient, and the telephone is not so impersonal that you can afford to be rude
with impunity.

• Take concise notes, as you go along, of nay details you may require in order to
follow- up the conversation (anything that has been agreed, offered or requested, with
dates, prices and so on.) or to find information that the caller requires. If you are
giving information, pace it so that the caller can also take notes.

• Co-operate with the caller. If you can resolve the matter in the course of the call. Ex
by providing information, does so: you can close the conservation with a polite word.
If there are still matters to be resolved – further action to be taken or information to be
sent to the caller by, post or assure him to call him, back.

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2.8 TAKING BOOKINGS

• Greeting the customer

• Explain service and type of food offered by the restaurant

• Ask for date and time ( checking trough reservation book if there is any particular
events or if is already fully booked)

• Ask form number of covers, if the number of covers is too large Explain. Retrieve
contact number do the Enquirer with the restaurant manager and call the customer
again never promise the conservation.

• Ask for contact number.

• Finally repeat all the information slowly and clearly as confirmation.

2.9 ITEMS LEFT BEHIND

When a team member discovers an item after the customer left the table and does not
look suspicious (ex a big bag under the table).

• First action to take - look for the customers if they are still around in the restaurant.

• If the customer already left, pass the item to the host to check if they had any contact
number to contact the customer.

• Again, if no contact number is available after service a formula has to be filled

containing date, time, team member name, description of item.

• After 1 year kept in a safe place if no one comes to take it, automatically belong to
who found the item.

• If the owner picks the item, the team member should be informed and given a contact
number of the customer.

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2.10 HANDLING COMPLAINTS

Handling complaints is an art. Most complaining guests can be converting to satisfied

guests by handling complaints with tact and courtesy. Arguments should be avoided at all
costs and the guest’s point of view should be respected.

A basic Procedure for Handling Complaint is as follows:

• Listen – Pay attention, listen to the details of the complaint patiently and show
sincere keenness is solving the problem. Apologize at an early stage. Quickly analyze
the motive of the complaint and the exact needs of the guest. Make notes.

• Repeat - Show the guest that you understood the complaint by repeating the main
points of the complaint briefly. However, do not interrupt when the guest is talking.

• Agree - do not disagree, contradict or give excuses. Put your self in the customer’s
shoes in looking at the complaint. Agree with the guest and put the guest on your side.

• Action - Act fast. Does something to show your concern (e.g. replacing a dish,
offering an extra item free of charge, offering a flower, etc.) inform the immediate
superior. Pay special attention during the rest of the meal. Ensure that the guest leaves
the hotel/ restaurant in a happy mood. Analyze the problem, improve the operation
and avoid such complaints in the future.

Don’t

• Be aggressive, defensive or suffer wounded pride.

• Reject the compliant out of hand.
• Forget clients are the livelihood of your business and have need and expectations you
should care about it.
• Give the impression that only you know all the answers.
• Be critical because your client expect money as a remedy for the complaint- clients
are consumers and demand directness of approach

2.11 CONFIDENTIALITY

It is essential that that all employees respect customer privacy. This is an important part
of ethics. Etches is a code of moral principles that follow with respect to what is Wright

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and wrong. Ex never discuss other guests with customers nor give information regarding
guest etc.

2.12 BARRED CUSTOMERS

• A List of the persons with all necessary details to recognize them. If possible
including a photo. Should be kept in a file near the host desk.

• In case these persons come, the host has to greet and asked for assistance as for
normal customers do.

• If these persons ask to be seated. The host politely has to explain the policy of the
restaurant that they are not welcome and asked them to leave the premises.

• In case, they keep insisting to stay. The host should call immediately the
headwaiter or restaurant manager.

• The restaurant manager ideally has to move the barred cutomers to a private area
(example his office). Then explain again the policy ask them to leave the
premises. Advise the customer if they keep insisting he is costricted to call the
security or police.

2.13 HIREING AND TRAINING OF STAFF

Hire people who have a service attitude. – Some people simply enjoy serving others. The
spirit of service dominates their personality. People who have this attitude are not
necessarily the most outgoing or bubbly. This type of person will move your business
forward. These people make the best salesperson as well.

It is essential that by time the staff became Assertive. If necessary by training them

Customers are human beings, you may have to handle when they shout at you interrupt
you, are rude to you etc.

Being assertive means

• Stating your view while showing that you understand their views.
• Enhancing your self without diminishing them.
• Speaking calmly, sincerely and steadily.
Advantage of having the staff with an assertiveness behavior
• Gain self confidence/ self esteem

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• They treat each other equals, recognizing the abilities and limitations, rather than
regarding them as superiors.
• Gain self- responsibility
• Gain self - control.

The importance of being SMART

S – SPECIFIC
M – MEASURABLE
A – ACHIEVABLE
R – REALISTIC
T – TIMED

When you are setting yourself or the restaurant objectives of action for improvement,
you will find it most helpful to apply this acronym.

By considering your work and actions under these five headings, you will find the
planning objectives and performance of both individuals and the restaurant is more
accountable to the overall business aims of the practice.

Training of staff

It is important to train every one with in the restaurant. From the restaurant Manager to
the junior Stewart. By giving proper training enable staff to work better for the benefit of
the clients but training reduces the chances of mistakes happening which can lose clients
or lead to negligence claims.

The essentials are:

• Staff knows how importance clients are for the restaurant.

• Staff not only has the up to date technical skills (Service standards) but also have
had training in telephone, communications skills.
• Client and customer focused satisfaction, needs, and service excellence.
• Staff treats customers with a high degree of courtesy and care.
• Train them to give personalized service if necessity and learning to do natural
feedback check UP’s to assure customer satisfaction
• Product knowledge different type’s types of food etc (important) recognize
limitations example if the restaurant is Mediterranean cuisine and a customer asks for
sushi. The staff with out asking the chef should answer and explain.
• Staff knows standard of procedures of service offered in the restaurant.
• Staff should know every single part of the restaurants; rest rooms, clock room etc
• Staff also have to know what s going on promotions ,offers, discounts, specialties
• Staff have to be trained to do up-selling without being viscous

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Above all staff should know how to recognize dissatisfied clients and report to the
relevant partner or to a staff meeting

All the above mentioned and other important training can be organized and delivered
trough manuals, seminars in or out side the restaurant, notice boards, day to day training
can be either by another external organization or by the restaurant it self.

Ideally is that the training should be repeated frequently or when procedures have been
amended ex. changing of menu a menu tasting should be done.

I suggested that once a year staff appraisal has to be appointed.

2.14 BRAND SERVICE STANDARTS

• All team members will maintain a clean, well pressed and well groomed appearance
at all times
• Guest will be escorted to their table, and the buffet or specialties introduced.
• Guest will be greeted at the table and the beverage order taken.
• Drinks will be served with in a limit of time established by the restaurant, will be
replenished throughout the meal, never allowing the glass to become empty
• Team members will promote additional items for starter, main course dessert to
ensure that the order is completed.
• Team members can thoroughly discuss all items on the menu, including ingredients
and special dietary recommendations.
• Team members will anticipate unexpressed needs of the guest.
• Team will initiate a greeting when encountering guests, speaking first.
• Halfway through the main dish, team members will sincerely ask if the guest is
satisfied, and inquire if anything additional is needed.
• When guest approaches, team member will immediately acknowledge them with eye
contact and smile even if they are performing another task.
• When interacting with guest, team member will maintain eye contact and smile
• After the main course has been cleared, the team member will suggest dessert and
coffee or tea
• Any special request made by a guest will be accommodated without hesitation; if
impossible then appropriate alternatives will be offered.

2.15 INFORMATION (RECORDING & DELIVERING IF NECESSARY)

Information regarding customers (complaint trends etc) is essential to be kept and

recorded. The recording of this type of information will help the restaurant to improve
and become more customer- oriented and profitable. Also should include:

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• Training program held.

• Customer database
• Customers served. and trends
• Surveys done both done internally and externally
• And many other relevant information.

It could be wiser if every procedures (by checklist), brand standards, list of loyal
customers could be printed and kept in a file where is easy to be handed for every one to
prevent miss under standings. In respect of customers and equating. Ideally this could be
keep near the cashier desk

All the necessary information has to be delivered trough every medium possible notice
boards, communications meeting, memos, verbal trough briefings etc. To assure that
every one comprehends the information promptly.

2.16 DIVERSITY

Diversity recognizes the people are different. It includes some of the more obvious and
visible differences such as gender, ethnicity, age and disability and also the less visible
differences such as sexual orientation, background, personality and work style. Diversity
in Customer Care is about recognizing, valuing and celebrating these differences. It is
about harnessing difference to improve creativity and innovation and is based on the
belief those groups of people who bring different perspectives. By taking the proactive
approach to diversity the following advantages will be achieved:
• Access to the best staff from the widest staff available.
• Develop the creative talents of all employees
• Improve quality and customer service.

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Bibliography
Authors Book Edition
Year Publisher Name

Tom Powers Introduction to Management in the Seventh Edition

Clayton W. Barrows Hospitality Industry
2003 .

Ricky W. Griffin Management

2002 Houghton Mifflin Company Seventh Edition

Richard L. Daft Management

2000 Harcourt Collage Publishers Fifth Edition

H.L Cracknell, Practical Professional Catering Management

2000 Macmillan Press Fifth Edition

Richard Kotas Food and Beverage Management

1999 Hodder & Stoughton Publishers Sixth Edition

Kinton, Ceserani Theory Of Catering

1999 Hodder & Stoughton Ninth Edition

Dennis R Lillicrap Food and Beverage Service

1997 Hodder & Stoughton Publishers Third Edition

Other Useful Web sites:

The Law Society.com

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