Customer Service

Before we begin, make sure that you are prepared for your shift. Several things have to be done to make your life that bit easier. By doing this, it is less likely that you will feel stressed, and as we mentioned at the start of the course, this can be reflected in your body language and it is something that must be avoided.

Remember, preparation is absolute key, so leave no stone unturned or you will be making things harder for yourself.

For example, when you begin, and at different times throughout your shift, you need to look at the list of reservations, how many people are in the different parties, when they are coming, and how that relates to where they will be seated. This plan has to be adapted throughout the evening as other reservations are made as this will prevent there being any issue with people walking in and double bookings.

It is important for you to keep on top of where people are situated, as it is very easy for individual staff members to begin to become overwhelmed with work if you are not careful with your planning. A failure to plan will inevitably lead to an increase in the possibility of there being issues with customers and it hardly reflects well with the customer service, which is your responsibility.

4.2 Customer Service and the Manager

There are a number of key areas when it comes to customer service, but something that is  the domain of the restaurant manager is the importance of being visible to the customers at all times.

This does not have to mean that the diners are going to call on you throughout their time in the restaurant, but by merely being visible it does tend to mean that there is a sense of reassurance for

the customers that you are there. You need to circulate as the manager rather than hiding away, because customers will at least feel that there is somebody more senior to call on should something go wrong.

Customer service is something that you learn more of as your experience grows as you encounter more issues and understand how best to deal with them. As the manager, you must have a better general knowledge of the entire restaurant business as you are the last, and sometimes first, port of call for not only the customers, but your staff as well.

You must be the fountain of knowledge for every eventuality and you cannot be found wanting when

it comes to you dealing with customers. You must be the expert at providing the best possible experience for every single person that walks through that door and that means understanding each and every part of their time in your restaurant.

We are talking about this beginning with taking reservations, as well as then meeting and greeting them as they walk through the door. You need to understand how to handle a situation whereby a customer is left waiting while you deal with somebody else. You have to understand how the tables are running to make sure that things are going as smoothly as possible. You need to understand the menu, and how to present the bill, and all the while being professional and friendly to the customers.

You are going to make mistakes, but this module is designed to take you through the various stages to then make life as easy as possible. However, exactly how you deal with each stage can depend on the protocol for the restaurant you are working for as each place can handle certain aspects in a slightly different way, but the end goal is always the same.

Do everything in your power to make sure that the customers have no complaints about the service that they receive when they are in your establishment. By doing this, you will increase the possibility of them becoming loyal customers and that should be the main aim of every member of staff.

FACT

6 out of every 10 people would try a new business in order to receive a better customer service experience

Source: American Express Survey, 2011

4.3 How to Meet and Greet Customers

We will begin by looking at how you meet and greet customers, as this is your first opportunity to make a positive impression on them.

This can benefit the restaurant by helping to build a relationship between the business and the public.

Studies have shown that you have in the region of eight seconds to make a positive impression on people, so make the best possible use of that precious time.

Another key point is that the person that is meeting and greeting diners really does set the pace for the entire evening or time that they are in the restaurant.

If you are welcoming, then they are going to automatically expect the same attitude from every individual member of staff that they encounter during their time in the restaurant. In other words, your people skills have to be in tip top condition because you will be the one that really determines if diners start to feel positive about their experience or are automatically going to have their back up.

The most important part is to always come across as being warm, friendly, and welcoming, but we should actually also pay attention to things that you should not do with this part, as it is often things that are done wrong that can lead to a number of issues.

1. Never ignore customers that are waiting

There may be times where you are dealing with one customer and somebody else is waiting. It is seen as being poor customer service if they are left there and you have not at least acknowledged that they are waiting. If possible, have another member of staff deal with them or at the very least let them know that you will be with them as quickly as possible and that you are sorry for the delay. While it may be rude to shout across the restaurant, it can often be the case that making eye contact with them or using basic hand gestures to let them know that you have seen them and will deal with them accordingly.

This approach is seen as being the minimum that you should do in this situation as it is very rare for customers to then take umbrage about being left waiting for a minute or so when they can see that you are busy. However, ignoring them can, at times, lead to customers leaving the restaurant with

this not only reflecting badly on the restaurant, but it also leads to a missed opportunity to increase turnover.

2. Make sure that they are your priority

When you are doing the meet and greet part, you have to make sure that the customer feels that they are actually your main priority. Avoid getting distracted with things that are not as important or that can wait a bit longer until you have addressed the customers who have entered the restaurant. Not having them as your priority will reflect badly on both you and the restaurant as each diner wants to feel special and that they are held in high regard by the establishment.

3. Be enthusiastic and excited to see them

When we say that you need to be enthusiastic and excited to see them, we do not mean going overboard. Avoid boring lines such as asking them if you can help them, as that is going to mean that you come across as if you have very little energy or enthusiasm about your work. Welcome them, be warm, and try to jazz up your welcomes for each person to make them feel special. It is important to remember that the welcoming part is your first and last chance for the restaurant to make a positive impression from the outset. Doing the wrong thing here can lead to the customer being put into the wrong frame of mind and they will then be more likely to find other causes for complaint while in the restaurant.

4. Be polite

Being polite to every single customer that walks through the door should be second nature to you. Treat them all as individuals and address them formally rather than just saying something simple

and basic such as 'hi'. You should address them in the correct way in order to not only be polite, but to also show them the utmost respect. Be personal with each greeting as it makes the customer feel more special rather than just being fed the usual line.

4.4 How to Take Reservations

Another key part of customer service is in the taking of reservations. This means that you are required to have a good telephone manner and to answer in a professional way every single time. As with the actual meet and greet, this is another opportunity to start the relationship with the diner on the correct foot. You must sound warm and welcoming when they call. You must take their details and when you are checking availability make sure that you inform them of this to explain why the phone line may go quiet. Finally, you must remember and read out the details of the reservation for them to confirm it all back to you as this will reduce the chances of a mistake being made. If you are dealing with people that have simply walked in, then there are several things that you need to do in order to provide more than adequate customer service.

When they enter the establishment, you should take the name of the group as well as the number of

people that will be dining. If a table is not available, then provide them with an estimated waiting time to allow them to decide if they do indeed wish to wait or go elsewhere. Providing them with these details puts the decision back to them, but ignoring them will only lead to you not putting them at ease, and they will feel rather irritated. This will clearly make the job of looking after the diners harder than it needs to be.

Summary of Meeting and Greeting

There is more to meeting and greeting when it comes to the customer service than you

may understand, and the key points to take into consideration are as follows:

Meeting and greeting allows you to create a good first impression.

You have only eight seconds to make that impression.

This allows you to set the tone for their entire experience at the restaurant.

Never ignore people that are waiting and acknowledge them.

Each customer should be your priority.

Show enthusiasm for them being there, but never go over the top.

Be warm and welcoming when they enter.

Be polite when addressing them.

By doing all of this, you will get things off on the right foot and it will reduce the chances of the diners being in a bad mood that could make them awkward customers throughout the evening.

4.5 How to Correctly Seat People

Another key part of your customer service is how you take people to their table and get them seated.

One thing to avoid doing is having them standing waiting to be seated for any real length of time. Doing this will reflect badly on not only the restaurant in general, but also your own management skills as it shows a lack of awareness of what is going on around you.

As the manager, it is your responsibility to know which tables are free at all times that would be suitable for the customers in question. However, when there are a number of options available it can be better to, in effect, turn the tables on the customer.

For example, it is a nice touch to provide them with options as to where they want to sit. Some prefer to be near a window while others want to be in a quiet corner. Some other customers may actually prefer to be in the middle of the room while others would find this to be a nerve wracking experience.

This is regarded as good customer service, as you have dealt with their own personal preferences and needs, so this can only reflect well on the restaurant as a whole. The customer will see you as being attentive to their needs and it will put them in a positive frame of mind from the outset.

However, there is one other key point that has to be taken into consideration when it comes to working out where you will seat a party of diners. The key is to look at the size of the biggest person in the party as this can have an impact on where you will place them in the restaurant. Would you think about placing somebody that is larger than life in a small booth, considering how it would

make them feel uncomfortable?

Another example would be people that perhaps have an issue with walking. You should place them as close as possible to the hostess station to make them feel more comfortable knowing that help is indeed at hand.

One final point to consider when you are looking at seating people is making sure that you do not have two parties close to one another unless it is unavoidable. Having too many people in the one area puts stress on the servers and means that there is less room for the diners. By spacing people out it shows that you are giving them the space that they want and they will have a much better dining experience as a direct result. When you have selected the table, always make sure that you lead them there and ask once again if this is suitable. By giving them this final opportunity to change their minds it shows that you are not putting them under any undue pressure and they will then be able to relax and begin to enjoy the rest of their dining experience.

Summary of Correctly Seating People

To provide the best possible customer service there is a need to pay close attention to how you seat

people as there is more to it than simply allocating them a table.

Instead, the following points are key:

Do not have diners waiting too long to be seated.

Be aware of which tables are free.

Take personal circumstances into account when seating people.

Ask customers their opinion on various tables.

Space people out as much as possible.

Take into account where others are sitting to limit pressure on servers.

Seating people in the correct location will have a direct impact on the type of experience that the diners will have in the restaurant.

4.6 Dealing with the Menu and Taking Orders

Once the customers have been seated, you do of course have to present them with the menu and with this, you should really follow certain procedures that will help to improve their experience in the restaurant. As you hand over the menu, inform them of any alterations to the menu, such as whether any items are unavailable, as well as providing them with details about any specials. It is now also important that you explain about any dietary requirements for those people that have problems with wheat or lactose as this shows that you are, once again, taking their needs into account. It is never good for a restaurant to come across as being too strict with the menu that they are unable to take individual requirements into consideration.

You must be aware of the importance of those dietary issues, and your knowledge of the menu has to

be good enough to provide ideas for substitute meals that they may be interested in trying. Just saying that certain things are not an option is a prime example of poor customer service. Never simply place the menus on the table and walk away. This is seen as being rude and unprofessional, with the diners then being more likely to think about both you and the restaurant in a negative way. Instead, when you hand it over always smile and be polite as such a small gesture can completely change the atmosphere at a table. If it is you that is seating people and handing out the menus you should also provide them with the name of the individual that will be serving them as people enjoy this personal touch.

Taking the order

Taking the order is a rather simple process, but it is one that has to be done correctly, or you will have an issue on your hands.

The key thing is to make sure that you repeat the order back to the individuals once everybody has placed their order. This not only provides you with the opportunity to double check that you have

written down everything correctly, but it also gives them the opportunity to change their mind without it causing too many problems. However, it also shows the customers that you have been paying attention to them and that you have taken their own individual needs into account. They will then be happy that you have served them in the manner that they expect.

Once you have taken the order, you should then ask if they would like refreshments brought to them

at that moment or with their food. This is better rather than just presuming that you know the answer as the actual answer will vary from person to person. One other important point that customers expect from not only management, but servers in general is the knowledge of the actual menu. You must have studied it in-depth to be able to provide adequate information on a range of potential issues and questions, as this is regarded as being good customer service when you can comfortably deal with an inquisitive customer.

For example, a good manager will know how certain dishes are prepared. You should also know how

big the portions are, if something is sweet or savoury. You should understand about accompaniments

that come with it. In actual fact, your knowledge of the menu must cover every single aspect as you

never know what a customer will ask.

This sounds like a daunting prospect, but as a restaurant manager it is your responsibility to know this information and to then be in a position to quickly deal with any question that may come from one of your team. A close working relationship with the team in the kitchen, and in particular the head chef, will make your life a lot easier and will greatly impress the diners.

At this point, we should also mention one other point that is just as important and that is being able to give recommendations. It is not enough to simply state that everything on the menu is excellent as diners are looking for specifics. It is seen as being poor customer service if the diner feels that they

have just been given a stock answer, so be prepared with certain recommendations to make life easier.

In order to do this correctly you need to ask the diner certain questions to identify the kind of dish that they are actually looking for. This makes you appear to be extra attentive, but it makes your life easier with giving them the correct recommendations.

Summary of the Menu and Taking the Order

This section about the menu and taking the order has covered the kind of knowledge that you are required to have in order to provide diners with the best possible experience. 

The key points to remember include the following:

Tell customers about any menu changes or specials at the outset.

Understand the menu intricately.

Understand about dietary requirements including for allergies.

Be able to provide alternatives.

Never be strict with the menu as this reflects badly on you.

Hand the menus and never just leave them on the table.

After taking the order, repeat it back to the diners.

Understand how dishes are made and what they can expect.

Knowledge leads to a better overall experience for the diners.

However, all of this is only part of providing an adequate level of service because it is then important that the food is delivered in a timely manner or else all of your hard work up until this point would have all been in vain.

4.7 How to Serve Food Correctly

When it comes to serving the food, then there is always more to it than simply putting it on

the table.

If possible, remember who ordered what, but this is not easy to do, so always double check as you go

to place the food on the table. There is nothing more annoying for a customer than having to sit and

swap plates with somebody else in their party due to a mistake from the waiting staff.You should avoid doing certain things when serving food due to various actions being seen as clumsy and rude. The last thing that you want is for the servers, or yourself, to do something wrong with serving the food that spoils the entire ambiance around the table.

For example, never stretch over somebody to give food to an individual at the other side of the table. Instead, physically go around to them and serve it from their side making sure that you tell them to take care if the plate itself is hot to the touch.

You should make sure that they have condiments in place or if there are any extra requirements with

their food now that it is in front of them. If they require something else, then deal with that issue there and then before leaving them to enjoy their food without you pestering them. The only thing that you would want to do is to go back in five minutes time to double check that everything is suitable or if there are any issues.

Summary of Serving Food

When it comes to the customer service aspect of running a restaurant, serving the food is perhaps

the easiest part of all.

The main points to keep in mind are as follows:

Remember who ordered what whenever possible.

Be polite and courteous when serving.

Never lean over a table to serve others.

Double check that the condiments are in place.

Ask if people require anything else before leaving them in peace.

Double check in five minutes if everything is fine.

By doing this, you will provide them with a more than adequate level of customer service without interfering too much as they dine. This is the perfect way of handling this particular situation as they are there to eat, so leave them be as much as possible.

4.8 Keeping Track of the Table

One other area that we need to cover when it comes to customer service is how you look after the table in general while people are dining. Remember that the last thing that customers want is for the staff to just hover around the table waiting for when they are required. This is simply going to annoy the customers, but what makes for the best possible customer service is when staff are on hand within a minute or two of a customer wanting something.

As a manager, it is your responsibility to keep an eye on what is happening with the different tables and that members of staff are keeping on top of the tables that they are in charge of. It is also the case that you may need to move staff around if one area is busier than others because it is better customer service when the customers have their needs met as quickly as possible.

This point goes back to what we said at the top of the module that focused on the manager being visible as much as possible. Being active on the floor allows you to keep on top of things with the

tables and you can take control if things are starting to go wrong with how the tables are being spread out.

4.9 How to Present the Bill

Once the diners are finished eating and chatting, your job is still not finished as even the way that you deal with the payment aspect forms a critical part of the customer service. How you present the bill can depend on the restaurant and type of dining, so we need to discuss the different types to make sure that you are ready for every eventuality.

Fast Food Restaurants

Clearly with this type of restaurant, the bill is settled when the order is placed and everything is handled by the cashier. Your role as manager is to make sure that company protocols are being met

with every aspect from the ordering of the food to the bill being settled. Staff training will make sure that everything is handled in the correct manner so the customer is more than happy with how they were treated by the staff.

Casual Dining

When we are talking about casual dining, then how you present the bill can vary depending on the actual restaurant. For example, some may require the customers to go to a set point in order to pay the bill, while other establishments will involve the customers making it clear that they wish to pay

and the bill being brought to them. If we go with the option of the bill being brought to them, then the key is to make sure that this happens as quickly as possible. Always present the bill in such a way that the actual cost is hidden, with them having to open it, as this just provides a sense of giving some respect to the customer. It should always be presented in a professional manner and you may wish to ask if they are paying by cash or card, in which case you can then inform them that you will be back with the machine for them to pay. Give them a few minutes and then do so.

Fine Dining

With fine dining, presenting the bill has to be done with a touch of class to reflect the manner of the nentire restaurant. This involves showing absolute manners at all times, being polite when addressing customers, and presenting the bill often in a wallet or on a small silver plate. This may sound like it is going overboard, but people who are partaking in fine dining expect these little touches as it just adds to the overall feeling of being in a wonderful restaurant. This in itself holds the key to so many aspects of customer service in the hospitality industry in that it is the small details that can make a world of a difference.

Overall, when presenting the bill, you need to show discretion and manners and this includes thanking the diners for their custom after they pay. It should always be your intention to round off their experience with the restaurant in the best way possible. When presenting the bill you should remember to do the following When asked for the bill, deliver it in a prompt manner.

Always present the bill to the individual that asked for it. Make sure that the bill is hidden to add a sense of discretion. Ask if they will be paying with card or cash. If card, set up the machine as quickly as possible.

Always thank them for their custom.

Ask if there is anything else that you can do for them.

By showing manners and being polite even with the bill it makes you look professional and that is something that will be appreciated by the customers.

4.10 Dealing with Customer Complaints

Dealing with customer complaints is a key part of being a restaurant manager, as you are the individual that has the ability to change how a customer feels about the restaurant due to the way that their complaint has been handled. However, as this is such an important part of customer service, we will actually go into more details on how to deal with customer complaints in its very own module. At this point, it is sufficient to say that while the rest of customer service may be something that you can learn, a lot of it is connected to simple manners and being aware of the actions you are doing. With customer complaints, your ability to deal with people is something that has to come to the fore, as it is your opportunity to turn what is clearly a negative experience into something that is at least slightly more positive. Being able to deal with these situations in a professional manner, and placating the irate customer, can make a big difference to how they then perceive the restaurant.

Summary of Module

This module has been designed to introduce you to the basics of the various aspects of customer service that you are likely to encounter in your role of a restaurant manager. It covers every type of contact with customers from the initial reservations to welcoming them to the business through the serving and finally dealing with any complaints in an adequate manner.

Providing a good standard of customer service is something that every restaurant has to be capable

of doing and as the restaurant manager you need to be at the heart of it.