– cost of the paycheck we receive– ultimate bloodline of our business– sensitive treatment he/she receives– treated courteously and promptly– origin of the existence of our work– member of community of prospectivecustomers– expects his needs to be satisfied– remember his stay in our outletsCUSTOMER
WHO IS A CUSTOMER?1. A customer is the most important personwhoever enters the establishment.2. A customer is someone who is seeking one ormore of the many services we offer.3. A customer is not an interruption in our work –he is the purpose of it.4. A customer is not just another name on ourbooks – a cold statistic.5. A customer is not someone to argue with.
6. A customer is always right in his own mind.7. A customer is a person who bring us his wants.8. A customer is willing to pay fairly for the services hereceived.9. A customer is not dependent upon us, we depend uponhim.10.A customer is a part of our business, he is not anoutsider.11.A customer is human being with feelings and emotionslike your own.12.A customer deserves the most courteous and attentivetreatment we can give him.13. A customer is the reason for our being in business.
KINDS OF CUSTOMER:A good waiter/waitress strives to serveall guest equally well. Most guests will beappreciative of your efforts while some will bedifficult to deal with because of their attitudesor special needs. Handle each situation nomatter how unusual or unpleasant, withintelligent, tact, good judgment and genuineinterest in serving the guest of the best wayyou know how.
1. The Early Customers2. The Late Customers3. Hurried Customers4. The Over Familiar Customer5. The Angry Customer6. The Trouble-Maker Customer7. The Tired Customer8. The Weight-Watcher Customer9. The Guest with Special Dietary Needs10.The Senior Citizen
CUSTOMER GOODWILL AND FOODSERVICE ETHICSOur customers are the most people in our business.They give us jobs. Without them, there will be no foodservice or catering business for they are the ones whomake our business survive. Because of this fact, theservice personnel must exert great efforts to build andmaintain the good will of all their guests to be able tohave repeated and sustained service which everyservice personnel should remember. He shouldtherefore maintain a pleasant, patient andunderstanding disposition in dealing with them.Service always be offered and not asked for.
Customer satisfaction depends on the extent bywhich their needs and expectations are met by theservice personnel. Aside from the physical needslike food, beverage, accommodation andentertainment, customers have ego needs thatrequire attention and recognition. There arecustomers who are difficult to please, those whotend to gain attention through negative gesturesand comments. It is a must therefore that thepersonnel who gets in contact with them should beknowledgeable and tactful to properly handle them.Otherwise, the said customers can make thingsunpleasant for the establishment and the staff.
Customers judge a food service establishment notonly by the quality of service accorded to them. Ourpersonnel reflect the image of the company by theway they carry themselves, the way they talk, andthe way they deal with the customers. They musttherefore conduct themselves in a professionalmanner in compliance with service standards toreally create a good impression. These can beattained through the procedural and the personaldimensions of service.For the procedural dimension, there are nineelements that can be considered:
1. Timeliness2. Convenience3. Smooth and organized flow ofservice4. Anticipation5. Communication6. Feedback mechanism7. Problem solving mechanism8. Monitoring of service9. Professionalism
Personalized DimensionThis concerns rendering personalized service to theguest making him feel important. The service personnelshould attend to customers’ needs with utmost courtesy,graciousness and politeness. The following qualitiesreflect warmth and graciousness.1. Personalized service2. Enthusiasm3. Respect4. Body language5. Open-mindedness6. Need satisfaction7. Attentiveness
HANDLING CUSTOMER COMPLAINTSThe personnel who receives the complaints should know how to react ina manner that he will not antagonize the guest. Here are somepointers to handle customer complaints.1. Never argue with customers. You might win an argument but will lose acustomer. Listen attentively to his complaint and avoid interrupting or beingdefensive right away.2. For faulty service (for the guest), apologize and promptly correct the situation.3. Maintain your composure even if the customer is already shouting.4. Welcome the complaint because this will give you the opportunity to improvethe operation. Take it as advice and express your appreciation for bringing thematter to your attention and assure action.5. If the complaint concerns food, offer to change or substitute. If cold oruncooked, offer to reheat. If spoiled, offer to change and do not charge.6. If the guest is still upset, call for the supervisor to handle his complaint.7. Take appropriate action immediately and assure the guest that his concern willbe addressed and that a corrective action will be done. It is the responsibilityof the company to make the guest’s experience pleasurable and satisfyingthrough good food, good portioning, good service and clean comfortablefacilities.