Hospitality Operations Analysis Ch 03: The Human Side of Personal Elements

1. Hospitality Operations AnalysisCh 03: The Human Side of Personal Elements Dr. Edward A. Merritt The Collins Endowed Chair of Management California State University (Cal Poly Pomona)

2. Objective Service Elements • Procedural • Personal

3. The Human Side of Delivery Leading service management: • 8 Personal Elements • Objective System • Define • State a benchmark (service standard) • Observe the actual and summarize relative to benchmark • Two individual strengths (benchmark) • Two individual weaknesses (benchmark)

4. Four Customer Needs • To be understood • To feel welcome • To feel comfortable • To feel important

5. Consider • Hire warm people, teach them hospitality

6. Attitude, Body Language Attitude, Tone of voice Tact Attentiveness Naming names Guidance Selling skills Gracious problem solving 8 Personal Elements The Big Eight

7. 1. Attitude, Body Language • Definition: Attitudes are communicated through body language. Facial expressions, eye contact, and smiles communicate attitude • Benchmark (What): Servers are smiling. Servers make eye contact when speaking • Actual (How): Servers were consistently good at smiling and making eye contact • 2 Strengths (individual instances) • 2 Weaknesses (individual instances)

8. Body Language • Eyes • Mouth • Posture • Gestures • Grooming

9. 2. Attitude, Tone of Voice • Definition: Often, tone of voice communicates more of the “real” message than the actual words. Quality service requires an open, friendly, and relaxed manner of communication. • Benchmark: Servers speak in an up-beat, energized tone • Actual: Servers used a monotone as if having memorized a script—robotic and boring

10. Voice Tone • Friendly or unfriendly • Energy level • Amount of warmth • Showing concern

11. Consider • Attitudes are caught, not taught

12. Attitude Metamorphosis • Emotional labor • Managing is difficult • Contact overload • Too much interaction • Physical exertion • Hours and standing

13. 3. Tact • Definition: Knowing the right thing to say or what not to say under different circumstances • Benchmark: Servers use please, thank you, and compliment guest selections • Actual: Server told one guest that he was too fat to order dessert

14. Tact • Saying the right thing • Polite language • Meet customer needs

15. 4. Attentiveness • Definition: Attentive service providers are tuned in to the human needs of their guests and treat them as people, not “covers” • Benchmark: Special occasions are noted and guests are surprised with something extra • Actual: Server comped dessert and coffee as this was an anniversary

16. Attentiveness • Story: Five Iced Teas • Five straws • Five lemon wedges • Five iced tea spoons

17. Do • Wow the guest • Read the guest • Empathize with the guest • Help the guest (take them) • Be knowledgeable • Products • Procedures • Resources

18. 5. Naming Names • Definition: Use of customers’ names reflects a personal caring and communicates respect for them as individuals • Benchmark: All guests are called by name at least three times during dining • Actual: Name was taken by seater, yet server did not use name at any time—even after credit card receipt run

19. Use Names • Use the system • Pick up from reservation or up next • Pick up from credit card • People enjoy hearing their name being used

20. 6. Guidance • Definition: Providing help to customers who are indecisive or confused is a way of showing concern for them as customers. This requires knowledge of the products and services they are providing • Benchmark: Servers are able to answer questions and able to suggest favorite items • Actual: One guest was indecisive; server suggested the special as being her favorite item on the menu—and at a bargain price

21. 7. Selling Skills • Definition: Quality service providers see themselves as sales reps whose job it is to expand guests’ awareness of products and services • Benchmark: Servers offer specific appetizer and desserts at appropriate times. Servers suggest favorite items • Actual: Server suggested wines (by the glass) to complement courses—nice!

22. Get the Sale Order of events and example dialogue: • Expand awareness • “We feature fresh flounder tonight from Florida” • Explain features • “Light fish, flown in today, broiled w/ lemon & capers” • Describe benefits • “Delicious tasting, flaky, just 250 calories” • Ask for the order • “Would you like to order the broiled flounder?” • Compliment the choice • “Excellent choice. Guests are raving about it”

23. 8. Gracious Problem Solving • Definition: Customers’ problems or complaints should always be handled calmly, smoothly, and tactfully • Benchmark: All complaining guests leave happy • Actual: Server apologized and comped a steak after it had to be re-done two times

24. Gracious Problem Solving • Remain cool and calm • The customer is right • Focus on the problem, not the person • Continue to provide excellent service

25. Do Not • Make excuses • Argue • Criticize • Challenge • Ignore • Let the problem get out of proportion

26. Responding to a Complaint • Listen • Repeat (paraphrase) • Apologize • Acknowledge feelings • Explain action • Thank

27. Personal Elements • End of Chapter 03