“I stick with subjects I'm passionate about and
avoid any article or subject where I'd have to
adopt the pose of ‘expert’ or ‘authority’.”
- Tony Bourdain
Visi e of
Before they ever get on a ﬂight, Virgin America’s
customers have encountere multiple systems
within the airline’s “Back Stage.”
THE “BACK STAGE” PERSPECTIVE THE “FRONT STAGE” PERSPECTIVE
The customer The customer
experience is built on experience is built on
the quality, consistency the intensity, variability
and timeliness of the and appropriateness of
product or service when the service encounter.
the customer receives it.
A HOLISTIC PERSPECTIVE
“It is essential to consider the entire network
of services that comprise the back and front
stages as complementary parts of a service
- Glushko & Tabas
My “high concept pitch.”
Everything you need to know about
managing the customer experience can be
learned from the restaurant industry.
THE KITCHEN’S PRIORITIES
“Quality” “Consistency” “Timeliness”
Did your meal taste You order the Did the kitchen time
good? Was your porkchop every your meal correctly?
food fresh? Well time. Did they cook Did you wait too
seasoned? The right it the same way the long for a course?
temperature? always have? Did you feel rushed?
THE DINING ROOM’S PRIORITIES
“Intensity” “Variability” “Appropriateness”
Was your server Did you get the How well did the
responsive to your feeling that your level of service
table? Were they server had the match up with your
overbearing, or freedom to treat you expectations?
invisible? as a special guest?
20% tip 25%+ tip
“Maybe they “They love
remember me.” me here.”
15% tip 18% tip
“Y’know. To “They were quite
be polite.” attentive.”
The stakes we’re playing at.
What any good chef would tell you.
From the Back of the House
An essential element of Structure your oﬀering
menu design is ensuring to make eﬃcient use of
no single station will end the resources you have
up being overloaded available.
“in the weeds/dans la merde”
OPTIMIZE FOR CONSISTENCY
In the dining experience, Studies have found that
“variability is the enemy.” customers prefer
Consistency is essential, predictable service to
from the dish’s ﬁre time variable service of
to its plating. higher intensity.
From the Front of the House
PAY ATTENTION TO PATTERNS
“I know what’s up in the Keep an eye on the
kitchen based on how output of backend
fast the food is coming systems to predict
out... and I disregard macro- and micro-trends
everything else.” in production.
USE WHAT YOU CAN CONTROL
What happens in the A comped drink or
kitchen is out of the dessert, or a visit from
hands of the service staﬀ. the General Manager can
This can impact their defuse a bad situation
ability to meet the needs quickly.
SERVICE RECOVERY PARADOX
“With a highly eﬀective This means that a good
service recovery, a service recovery can turn angry
or product failure oﬀers a and frustrated customers
chance to achieve higher into loyal customers. In
satisfaction ratings from fact it can create even
customers than if the more goodwill than if
failure had never things had gone smoothly
happened. in the ﬁrst place.”
- Bernhard Schindlholzer
RECORD EVERYTHING, AND SHARE IT
Top restaurants have They also have a second
databases of the usual system of manager
data: your reservation “logs.” Any detail that
history, table size, visit could contribute to
frequency, average better service the next
check amount. night is kept there.
WHY SHARE WIDELY?
The restaurant industry Having vital customer
has personnel with data stored in the head
shifting weekly schedules. of a single employee, no
It also has a shockingly matter how senior, is
low employee retention untenable.
From the Both Sides of the House
COORDINATE ACTIVITY TO DISTRIBUTE LOAD
Restaurants structure Forget “C.Y.A.” - ﬁgure out
service times and promos how to cover everybody’s
to ensure a steady collective ass.
number of customers
throughout the night.
KNOW WHERE TO DRAW YOUR LINE
Restaurants experiment If it makes sense to move
with the elements of the elements of production
dining experience that forward, consider it as a
are hidden from their means to build a
customers. compelling experience.
NO MAGIC BULLET, NO MOMENT OF TRUTH
“A service outcome is never the result of a single
encounter between a service provider and service
consumer. Instead, it emerges from the service
system of back and front stage services.”
- Glushko & Tabas