5. Contents
Receiving a Customer
Customer Interaction – The 4 Step Process
(Identify customers individually, Differentiate
customers, Interact with customers, Customize
for customers)
Personal appearance
How to Communicate with the customers
Verbal / Non-verbal
Understanding Customers – Questioning &
Listening
Handling Customers – Types of Customers
Working with more than one Customer
Dealing with queries03/09/15 Gajanan Shirke-MIH , Author
8. First Impressions
You are the First point of contact with the
Customers
You are the Hotel’s image
Customers observe your personal grooming and
grooming of your Store
Organize yourself– every time a Customer
leaves your premises
Clean the public area– every time
Receiving Customers
03/09/15 Gajanan Shirke-MIH , Author
9. Why should we Greet our Customer?
Acknowledge their Visit to our Hotel
Greeting makes our Customers to feel:
Welcoming
Comfortable in the Hotel
Positive about our Hotel
Signal of Friendly environment
Receiving Our Customers
03/09/15 Gajanan Shirke-MIH , Author
10. Role of CSA in Greeting
1st
Step of receiving a Customer is to Greet them.
Your Role as Hotel representative
Greet
Thank
See off (farewell) our Customers
Important: And this every time the employees
encounters a Customer
Receiving Our Customers
03/09/15 Gajanan Shirke-MIH , Author
11. Where do you use greetings?
First point of contact
Entrance
Corridors
F&B outlets
Receiving Our Customers
03/09/15 Gajanan Shirke-MIH , Author
12. Types of Greeting
Good morning/
afternoon/
evening
Namaste (with
folded hands)
Namsate “Thank you
,please come again”
“Thank you for
Dining/Staying
with us”
Receiving Our Customers
03/09/15 Gajanan Shirke-MIH , Author
13. Essentials of a Greeting?
Be genuine
Smile from the heart, do not laugh
Friendly gestures
Smile, stand straight, make an eye contact
Acknowledgement of customer
Nod your head while Greeting
Receiving Our Customers
03/09/15 Gajanan Shirke-MIH , Author
14. Process of Greeting A Customer
Receiving Our Customers
03/09/15 Gajanan Shirke-MIH , Author
15. Approach the customer
Make an eye contact with the customer
Do not wait until the customer comes to you
Do not invade personal body space
Show that you care
Customer
Enters Hotel
Approach
(Eye Contact)
03/09/15 Gajanan Shirke-MIH , Author
16. Smile at the customer
Try to put a natural smile
Smile has to be genuine
Customer
Enters Hotel
Approach
(Eye Contact)
Smile
03/09/15 Gajanan Shirke-MIH , Author
17. Acknowledge the customer to ensure
the customer is aware of you
Use a gesture
Nod your head
Shake your head slightly
Bend your neck
Customer
Enters Hotel
Approach
(Eye Contact)
Smile Acknowledge
03/09/15 Gajanan Shirke-MIH , Author
18. Verbally greet the customer
Namaste (pause) or Namaskar or Good
Morning/Afternoon/Evening
Use a warm and friendly voice – be careful of
the tone of your voice
Customer
Enters Store
Approach
(Eye Contact)
Smile Acknowledge Greet
This should take within 0-5 Sec of Customer entry03/09/15
Gajanan Shirke-MIH , Author
20. Engaging – The 4 Step Process
Hoshiyar - Alert and Attentive on the floor.
Acknowledge their presence.
Approach at the right time.
Assist if needed
Interaction with Customers
03/09/15 Gajanan Shirke-MIH , Author
21. Hoshiyar - Alert and Attentive
Where ….
Hotel Entrance – by Security Guard
At Front Desk - FO Team
F&B Outlet- F&B team
Corridors - HK Team
Back Areas : Back of the house team
During the Exit - by Security Guard
Interaction with Customers
03/09/15 Gajanan Shirke-MIH , Author
22. Acknowledging the Customer
Level 1. More than 10ft - When they are far
away
we should smile and nod our head
Level 2. Less than 10 ft - Near us
should smile, nod our head and Greet our Customers
Level 3. Around 3 ft - Very close to us
take a step back, smile, nod head, Greet them and
start engaging with Customers
Interaction with Customers
03/09/15 Gajanan Shirke-MIH , Author
23. Approach at the Right time
Calls you.
Signals you.
Looks Confused
Has 2-3 things in hand.
Is searching for a help.
Looking for signs.
Interaction with Customers
03/09/15 Gajanan Shirke-MIH , Author
24. While we are Assisting:
….SMILE
….Maintain an eye contact.
….Stand Straight. Use hands while explaining
….Keep a distance from our customers- Don’t
get too close
….Offer assistance
….Listen to our customers
….Offer solution
….Escort them
Interaction with Customers
03/09/15 Gajanan Shirke-MIH , Author
25. Opening Lines
Must be Context based – background of our
Customers
must have nothing to do with business
must to encourage conversation
must be creative, unique, and/or special enough
to start a conversation
Receiving Customers Question03/09/15 Gajanan Shirke-MIH , Author
26. If they come with children
Every parent loves to talk about their Children
Comment on how cute the kids are
Find out how old are they
Comment on how well the child speak
Be careful not to guess baby’s gender (male /
female)
Receiving Customers
03/09/15 Gajanan Shirke-MIH , Author
27. Working with More Than One
Customer
Working with Customer A and Customer B
Seek Verbal approval from Customer A
Again seek Verbal approval from Customer B
Works because: you are courteous and asking
favour
In most cases you will be successful
Receiving Customers
03/09/15 Gajanan Shirke-MIH , Author
28. Thank them for their visit
Ask them to visit again with Smile and nodding
your head slightly
Help them
You can also take feedback here
Interaction with Customers
03/09/15 Gajanan Shirke-MIH , Author
31. Personal Hygiene
Brushing teeth, regular bath, and mouth free
from odor, neatly trimmed nails
Hair must be short and trim and properly
groomed
Beards sideburns and mustaches must be clean
and neatly groomed
No fancy hair colors
Grooming
03/09/15 Gajanan Shirke-MIH , Author
32. Dress Code
Hotel uniform is must
Uniform should be Clean & ironed.
Proper display of ID- Cards (if any)
Clean service utentials every day.
Shoe - clean and polished
Simple belts
Black shoes & socks
Grooming
03/09/15 Gajanan Shirke-MIH , Author
34. Why Communication is important ?
To understand customer’s:
Needs
Wants
Expectations
Communication
03/09/15 Gajanan Shirke-MIH , Author
35. Communication
7% - Words
38% - Tone & Pitch
55% - Body Language
Communication
03/09/15 Gajanan Shirke-MIH , Author
36. What is important in communication
with the customer?
Non-Verbal
Body language
Verbal
Words, volume, pitch and tempo
Communication
03/09/15 Gajanan Shirke-MIH , Author
38. Two ways we can understand
Customers
Questioning
Listening
Communication
03/09/15 Gajanan Shirke-MIH , Author
39. Questioning – Why should we ask
Questions?
Inviting them to talk
Get basic knowledge about the Customers
Voice of Customer (pain / need areas)
Gives direction to the conversation
Builds Empathy in the Customers
Establishes a base for building a relationship
Communication Back03/09/15 Gajanan Shirke-MIH , Author
40. Types of Questions
Closed Ended
Open Ended
Communication
03/09/15 Gajanan Shirke-MIH , Author
41. Closed Ended Questions
Definitive - Can be answered with “yes” or “no”
One word answers mostly
Useful for checking your own or customer’s
understanding
Enables you to control the conversation with the
Customer
Communication
03/09/15 Gajanan Shirke-MIH , Author
42. Examples
E.g. Is this what you looking for?
E.g. Do you need more clarification?
E.g. Is this colour ok?
E.g. What is your favourite Indian or Chinese ?
E.g. How many members are there in your Family?
Communication
03/09/15 Gajanan Shirke-MIH , Author
43. Open Ended Questions
These questions will help in:
Get a Customer to talk about the good things in
their lives (talking about their yield/realization)
Getting them "interested" in talking with you
Allows the customer to find their own answer –
to choose the right product
Builds a dialogue, in turn you can develop
rapport and relationship with them
Communication
03/09/15 Gajanan Shirke-MIH , Author
44. Examples
E.g. “Tell me about the places you like”
E.g. What kind of setup you like?
E.g. Would you tell me more about your shirt?
E.g. What kind of information are you looking about?
Communication
03/09/15 Gajanan Shirke-MIH , Author
45. Listening-Why is it important to Listen
to Customers?
to understand customer needs – advising them
the right product
to demonstrate to customers that you
understand them
to expect future needs
customer satisfaction depends upon listening
actively
Communication
03/09/15 Gajanan Shirke-MIH , Author
46. Active Listening Techniques
Pay attention.
Show that you are listening
Do Not Interrupt
Provide feedback
Answer rightly
Communication
03/09/15 Gajanan Shirke-MIH , Author
47. Pay Attention
Give undivided attention
Hands in front of the body
Maintain Eye contact
Tilted head
Communication
03/09/15 Gajanan Shirke-MIH , Author
48. Show that you are listening
Nod (shake your head) occasionally
Smile and use other facial expressions
follow body language tips
Encourage the Customer to continue with small
verbal comments like: Yes, I understand and …..
Communication
03/09/15 Gajanan Shirke-MIH , Author
49. Do Not Interrupt
Allow the Customer to finish.
Don’t interrupt with counterarguments unless
necessary.
Communication
03/09/15 Gajanan Shirke-MIH , Author
50. Provide feedback
Reinforce what has been said by paraphrasing
Ask questions to clarify certain points
Summarize the Customer’s comments regularly
to avoid misunderstanding
Communication
03/09/15 Gajanan Shirke-MIH , Author
51. Answer rightly
Be frank, open, and honest in your response.
State your opinions respectfully.
Treat the other person as you would want to be
treated
Communication
03/09/15 Gajanan Shirke-MIH , Author
53. Types of Customers
Teenagers / young adults
Elderly
Handling different Customers
03/09/15 Gajanan Shirke-MIH , Author
54. Teenagers / young adults -
Characteristics
Window dinners
Small purchases
Interest in fast food
Frequent dinners – Weekly
Accompanied with parents / relatives
Handling different Customers
03/09/15 Gajanan Shirke-MIH , Author
55. Teenagers / young adults - Handling
New promotions / offers
Have information about product, price, quality,
etc
Handling different Customers
03/09/15 Gajanan Shirke-MIH , Author
56. Elderly Customers - Characteristics
Looking for attention
Do not want to be rushed
Handling different Customers
03/09/15 Gajanan Shirke-MIH , Author
57. Elderly Customers – Handling
Reaching and locating restaurant
Help them in food selection
Handling different Customers
03/09/15 Gajanan Shirke-MIH , Author
59. Do you know your Job?
What are the areas of knowledge that you are
supposed to have?
What are the products & services that we
deliver?
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
60. Common Customer Queries
Do you have….?
How much is….?
Where can I find…?
What goes with…?
Which starter is better?
How long will it take?
Do you provide home delivery?
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
61. Steps in dealing with customer
queries
1. Greet customer
2. Evaluate query
3. Answer query
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
62. Greet the customer
Make an eye contact with the customer
Smile at the customer
Acknowledge the customer
nod to ensure the customer is aware of you
Verbally greet the customer
Namaste or Namaskar
Use a warm and friendly voice
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
63. Understand the query
Is it a simple query
Decide whether you can answer the query, if
Yes, go ahead and help them
Is query is something more complex
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
64. Answer query
Stop what you are doing if you can & help them
Give the customer your complete attention
If the customer wants to know where an item is
located, escort the customer to the product, do
not give direction how to reach that particular
product or category
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
65. When You Cannot Answer the Query
Inform the customer that you will get the
assistance
Escort the customer to the person who can
answer the query
Explain the customer’s query to the person
providing the assistance
Dealing with Queries
03/09/15 Gajanan Shirke-MIH , Author
66. Recap
Receiving a Customer - Greeting
Customer Interaction – The Five Step Process
Personal appearance
How to Communicate with the customers
Verbal / Non-verbal
Understanding Customers – Questioning &
Listening
Handling Customers – Types of Customers
Dealing with queries
03/09/15 Gajanan Shirke-MIH , Author
72. Customers Needs
Understanding customer needs is not always a
simple task, since the customer does not
generally state what he/ she needs. It is the
employees task to identify what exactly the
customer desires
03/09/15 Gajanan Shirke-MIH , Author
73. Five types of needs
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
03/09/15 Gajanan Shirke-MIH , Author
74. Recognize the Need
Recognizes his need – to buy Fertilizers
Responds to promotions/offers/discounts
If something urgent – takes decision quickly
Recognize
the
Need
Information
Search
Remove
Concerns
Purchase
Decision
Post
Purchase
03/09/15 Gajanan Shirke-MIH , Author
75. Information Search
o Asks friends / visiting other hotels / Gathers
broachers / leaflets / promotional material / free
samples if any
o Most Customers value and respect personal
advice (Word Of Mouth) more than any other
medium
Recognize
the
Need
Information
Search
Remove
Concerns
Purchase
Decision
Post
Purchase
03/09/15
Gajanan Shirke-MIH , Author
76. Purchase Decision
a purchase is made
our customer walks away happy
sometimes may not be happy
Recognize
the
Need
Information
Search
Remove
Concerns
Purchase
Decision
Post
Purchase
03/09/15 Gajanan Shirke-MIH , Author
78. Why Sales Process is important?
To achieve our Sales targets
03/09/15 Gajanan Shirke-MIH , Author
79. The Steps of the Sales Process
1. Understanding Customer Needs
2. Fulfilling Customer Needs
3. Offer Alternatives
4. Handling Objections
5. Add On – Generating extra Sales
6. Close the Sale
03/09/15 Gajanan Shirke-MIH , Author
80. Step 1: Understanding Customer
Needs
Asking questions
Using “Tell Me”
Providing Information
Types of Products
Pricing Structure
03/09/15 Gajanan Shirke-MIH , Author
83. Why is Product Knowledge important?
Knowledge – provides clarity to Customers
Helps in Overcoming Objections
Strengthens your Communication Skills
Boosts Enthusiasm & Confidence
Knowledge means more sales
Fulfilling Customer Needs
03/09/15 Gajanan Shirke-MIH , Author
84. How do you acquire Product
Knowledge
Information on the Product
Product presentation
Training Sessions
Practical use
Fulfilling Customer Needs
03/09/15 Gajanan Shirke-MIH , Author
85. SELL
Show the product's features
Explain its advantages
Lead into the benefits for the Customer
Let the Customer talk
Fulfilling Customer Needs
Opening
Lines
Features
Demons-
tration
Let
Customer
Try
03/09/15 Gajanan Shirke-MIH , Author
86. Why is it important to Delight
Customers
Life time value
of a Customer
03/09/15 Gajanan Shirke-MIH , Author
87. What is Life time value of a
Customer?
It is the total revenue earned out of a customer
and his/her referrals
03/09/15 Gajanan Shirke-MIH , Author
88. Why this is important?
The lifetime value of a customer continues even
after he/she is not our customer anymore
If each customer creates referrals and the chain
goes on then the lifetime value for each would
be very high
It is more important to retain a customer not only
for his/her lifetime value but also because cost
of getting a new customers is higher
03/09/15 Gajanan Shirke-MIH , Author
89. How it works?
1. By Selling the Product to Mr. XYZ Initial Revenue
2. Monthly spent on outing Regular Revenue
3. By Selling the ----- to Mr. XYZ friends
Referrals
4. Monthly spent by Mr. XYZ friends
5. to save on Marketing costs as the cost
of acquiring a customer through a referral
is very low (a few telephone calls)
Customer
Acquisition cost
saving
03/09/15 Gajanan Shirke-MIH , Author
92. Why to Take Feedback
Improves our sales – products that fulfill
customer needs
Improves customer satisfaction– repeat
customers
Helps address or reduce customer’s
disagreement
Can improve our products & price range
Will help us grow our business
Taking Feedback
03/09/15 Gajanan Shirke-MIH , Author
94. 1. Procrastination
(the action of delaying or postponing something)
You will lose your job and career
Other simple jobs like paperwork are also
important for everyone of us
Filling cheklist
Feedback collection
03/09/15 Gajanan Shirke-MIH , Author
95. 2. Arrogance
You can have confidence but not arrogance
To succeed we must serve both our customers
and company
3. Lack of interest
Employees are backbone of any Hotel – if you
lose interest it will effect our Hotel and business
03/09/15 Gajanan Shirke-MIH , Author
96. 4. Gossip
No office politics – we are all same at Hotel
No gathering on the guest floor – use breaks to
discuss your personal problems never say
something bad / wrong about someone to
anyone
5. Inflexibility
Be flexible and open to new ideas
Everyone’s contribution is important and follow if
someone gives you a better idea03/09/15 Gajanan Shirke-MIH , Author
97. 6. Inappropriateness
Creating hostile workplace is completely
unacceptable
Stay away from conflict
7. Lack of accountability
Take responsibility for what you doing
You are answerable for your job
03/09/15 Gajanan Shirke-MIH , Author
98. 10 Golden rules that will make a
successful CSA
03/09/15 Gajanan Shirke-MIH , Author
99. 1. Sell to Every Single Customer
You must sell to every Customer
Learn from victories
Analyze mistakes
What did you do differently today to close the
sale
03/09/15 Gajanan Shirke-MIH , Author
100. 2. Focus on the Floor
Imagine that you're the customer in other hotel
Give undivided attention to the Customers
Give Smiling service
03/09/15 Gajanan Shirke-MIH , Author
101. 3. Listen to Your Customers
Pay attention
Show that you are Listening
Provide feedback
Do not interrupt
Answer rightly
03/09/15 Gajanan Shirke-MIH , Author
102. 4. Look professional
well-groomed and dressed appropriately
friendly and welcoming disposition
follow all those grooming standards are
prescribed by the Company
5. You Must Ask Questions
Ask right questions – open and closed ended
Use right words to present your product
03/09/15 Gajanan Shirke-MIH , Author
103. 6. Features Must be Linked to
Benefits
Features don’t sell, Benefits DO
Personalize the benefits to your Customer’s
Stated and Unstated needs
03/09/15 Gajanan Shirke-MIH , Author
104. 7. Product Knowledge is Key
Strengthens the Communication skills
Boosts Enthusiasm
Builds confidence
Helps in overcoming objections
8. Aim to be Unique
Find something that is Unique of Hotel and
yourself
Do something differently than your competitors
03/09/15 Gajanan Shirke-MIH , Author
105. 9. Know why Customer is leaving the
Hotel without making a Booking
employees should be able to engage and
establish enough of relationship with Customer
to know whey he is leaving without buying
something
Remember, we can’t say he was just taking
rates
03/09/15 Gajanan Shirke-MIH , Author
106. 10. Selling with Enthusiasm
Why it is important in Selling?
Enthusiasm can give you the energy to take
action
enthusiasm keeps you going especially when
the going gets tough
motivates everyone around you–your sales
team, your hotel, your customers
03/09/15 Gajanan Shirke-MIH , Author
107. Techniques to keep up your
Enthusiasm at peak levels
This is Your Job
Set Your Own Personal Targets
Try new things
Use your weekly offs productively
Share the power
03/09/15 Gajanan Shirke-MIH , Author
109. Server Bad Employee Professional
They say, "How may I help
you?"
When you don't bother to
listen to the answer.
when you naturally engage
the customer in a
friendly
way – 3 Ps (personable,
personal and purpose)
When you say, "Will that be
all?"
When you ignore the
customer when he is
making a sale.
When you Congratulate
your Customer on their
purchase
when you are unable to
answer a customer's
question about
a product
when you make up
answers to questions.
when you either know the
answer or do your best
to
find it
when you don't think to eat
a mint (mouth freshener)
after eating onions, spicy
food or
smoking a cigarette
when you smoke on the
way your customer
walks by to enter the
store
when you correct your
colleagues who are
making these mistakes
at store
03/09/15 Gajanan Shirke-MIH , Author
110. when you fail to contribute
new ideas about how the
store can improved
when you say that
contributing to the
success of the store
isn't your job
when you contribute ideas
whether you've been
asked or not
when you don't care for your
job but have no plans to
leave
when you tell everyone
you don't like your job
but never leave
when you like your job and
meeting your targets
regularly
when you hate to sell when you tell people
you're a salesperson
but all you do is
clerk a sale
when you're proud to sell
because what you do has
a
positive impact on
customer's lives
You are standing like a
statue in the category
You are everywhere
except in you
department
You are always with the
Customers
03/09/15 Gajanan Shirke-MIH , Author
111. Customers remember you
when they come next
time
They don’t remember
you at all
They ask for you when they
visit the store next time
You follow Customer
service
You don’t bother about
your Customers
You are extremely focused
on providing a great
experience to your
customers
You repeat the process again
and again
You do what you feel
like that time
You go beyond every
single customer
03/09/15 Gajanan Shirke-MIH , Author
Choupal Saagar Entrance – Security Guard
Greet them
Making them feel welcome – bring the ref of previous topic of Greeting
Help them to deposit bags at security
Near the aisle / department
Wish and greet them
Offer help in selection
Communicate offers and promotions
Guide them to an other CSA
Till
Wish and greet them
Help Customers to place the products on the Counter
Ask them: Have you not found any product that you came for?
Communicate discounts / promotions
Offer impulse products
Take feedback – about store, products, ambience, staff, service etc
Thank them for their visit
During their exit
Thank them for their visit
Ask them to visit again
Offer help carrying their Bags
On seeing the Customer we should acknowledge their visit. It is done at 3 different levels:
Level 1. More than 10ft - When they are far away
When they are far away we should smile and nod our head.
Level 2. Less than 10 ft - Near us
When less than 10 ft we should smile, nod our head and Greet them.
Level 3. Around 3 ft - Very close to us
When they are very close to us, take a step back, smile, nod head, Greet them and start engaging them.
We need to observe customers and if needed we have to approach, most of the time take signals from customers like:
Calls you.
Signals you.
Looks Confused
Has 2-3 things in hand.
Is searching for a help or for a product.
Looking for signs.
This is simply seeing them at the Exit while they are leaving our Store, which always sends a positive opinion to our customers:
Thank them for their visit and ask them to visit again with Smile and nodding your head slightly
Help them to check their bill and products with Security
Help them to regain their deposited baggage at Security
Offer help to carry their bags to their vehicle
You can also take feedback here
Why Communication is important to us:
Understanding what a customer wants and needs makes a big difference in the shopping experience
Basic expectations of the customers are:
Price
Quality
Range
Clean, tidy and safe environment
The other expectations of Customers are:
Being Friendly
Helpful and
efficient staff
Studies show that during interpersonal communication only 7% of the message is verbally communicated by the words used. Of the 93% non-verbal communication: 38% is through vocal tones and 55% is through facial expressions or other body language signals. This means that 55% of what a customer is trying to communicate is expressed through non verbal or body language.
What is important in communication with the customer?
Visually – body language, gestures, eye contact, facial expression (in addition to appearance)
Maintain body posture straight and active – this shows confidence and positive behaviour, keep your arms open do not fold your hands and stand
Smile and nod head when required
Show you are interested in them by making an eye contact
Use your hands to explain something to your customers
Vocally – words we use, volume, pitch and tempo (can you add anymore)
Know your words – use simple, easy to understand and non technical words with Customers
Why to ask Questions?
Get basic knowledge about the Customers – where have they come from, why have they come?
Voice of Customer – stated and unstated needs or requirements of customers
Inviting them to talk
Gives understanding of what customer is looking for
Builds Empathy in you – that you interested to here to help them
Establishes a base for building a relationship
Gives direction to the conversation