Turn on the Service to Survive (and Thrive) in a Tough Economy

Do you want to give more to your guests for FREE? I’m sure that you do -- I bet everyone does. But it is obvious that neither your product, nor your environment, is free. (For instance, you still have to offer air conditioning in the summertime and maintain a clean establishment, etc.) So choosing what we can and cannot give away for free can be a tricky decision.

Creating an UPGRADE in your SERVICE, however, is one free thing that you can – and should – immediately offer. Pile on the service. It will not cost a penny, but it will be one of the biggest reasons why you’ll increase your number of frequently-visiting guests (loyalty), and at the same time, increase the good will that will attract new guests.

No-cost Service Upgrade => Increase Gross Top Line => Increase Bottom Line Dollars!

How do you accomplish a no-cost service upgrade that both increases your gross top line AND your bottom line income? There are four fundamental aspects on HOW to increase your level of service. The first one of these revenue-generating tools for guest care is to be exceptionally friendly and attentive.

Your associates must be extremely friendly and attentive! In fact, create your OWN BRAND of “FRIENDLY AND ATTENTIVE!” Set your expectations with managers and associates alike. Friendly does not mean a casual “hello” – it requires a sincere, “Hello, how are you today?” It requires a warm and heartfelt greeting to every guest within five feet of you. It requires your team members to wait for the guest’s answer and to offer a further response.

A General Brainstorming Meeting with management and associates will set your expectations. Use a flip chart and write down all of their ideas during this brainstorming session, and post them around the meeting room. Offer prizes for the best ideas!

Lee Cockerell, Exec VP of Operations for Walt Disneyworld Resort, understands that people do not want the same thing over and over again, they want something new and different every time. People want variety with flair – people want energy. Your associates should bring focus and a somewhat unpredictable greeting and friendliness to every encounter. Your managers’ and associates’ friendliness should be a memorable moment, focusing on your guests’ hearts.

That is the first criteria of your brainstorming session and which ideas will graduate to procedures: Create memorable, friendly moments, between you and your guests.

Your second criteria should be: Do those ideas help us to greet the 200th guest with the same energy and enthusiasm that they showed to the 1st one?

Next, pick the ten most popular ideas and have your managers and associates sign a contract to implement these every day. Empower them! Post the new ideas where everyone can see them. Post reminders for pre-shift meetings. Attach friendly ideas to their paychecks! The point is to remind and inspire them as much and as often as you can.

ATTENTIVE = EYE CONTACT

I know it is not as simple as eye contact, but please share with your team the following survey.
A major credit card invited 100 guests to a casual dining establishment. The order taker and the food prep associate were not attentive. Every order was prepped inaccurately. Ninety six guests blamed the error on the associates, because they were not attentive. The experiment was duplicated the following day. This time all associates were attentive. The all established eye contact with the guest. Only four guests blamed the error on the associates. They all agreed that the associate was attentive, since they established eye-contact. What powerful message: IT COULD BE AS SIMPLE AS AN EYE-CONTACT. Imagine the impact on your loyalty factor. After all, EYE-CONTACT IS FREE!!!

Remember, this is one of the four aspects of great service; they key idea is this: Friendly and attentive service is MEMORABLE.

People do not want to be “satisfied customers” – they want to be far more than that. Give your guests what they will remember and give them something NEW each time they visit.

Remember also that procrastination is deadly. You are looking for progress every day – not perfection, but a consistent and energized effort. Schedule that brainstorming session today – get everyone excited!

Remember, pile on the Service. It is free. Making the visit memorable, because of the Service: PRICELESS!!!

Stay tuned to my next blog, coming Tuesday August 4th 2009.
I’ll be discussing the second aspect of Great Service: Speed.
The results? Phenomenal. Cost to you? FREE.

I’m interested on your feedback, your questions, and your best practices.
I’ll promise to reply by e-mail.

Tommy Antonopoulos
Your Bottom Line Consultant
Three Decades of Passion and Experience
Bottomlineconsultant@gmail.com