It Pays To Be Flexible

I hope you are not thinking of awkward yoga postures or pilates positions. I am referring to instances when service providers behave like robots programmed to strictly carry out establishments’ policies and procedures and nothing else.

“Hi, may I have an iced cappuccino please?” I asked the waitress who was more interested in looking into her POS (Point of Sales) system than attend to me.

“We do not have iced cappuccino, sir.”

           

“You have cappuccino, right?” Pointing to the menu.

“Yes.”

“Could you kindly add some ice into my cappuccino 

then?”

“No. We have iced latte but we can’t do iced 

cappuccino.”

*Awkward silence*

“I could give you a glass of ice but I have to serve your cappuccino in the coffee cup and you would have to do it yourself! I am sorry.” She finally apologised.

I was dumbfounded by her logic and the establishment’s policies and procedures in handling ad-hoc customer requests. From speaking with many peers, this is unfortunately a common scenario experienced by many. Just a few days ago, a friend was refused his order of iced coffee as the menu (only) stated iced cappuccino.

Coffee aficionados might argue that “iced cappuccino” does not exist in the world of acquired coffee appreciation. Regardless, I would like to emphasise my point on customer service delivery in this case, or customer service culture to be more precise.

In relation to my “iced cappuccino” incident, an in-depth discussion with my friends in the hospitality industry has led me to believe that there are two schools of thought when it comes to customer service culture.

1. Task-focused culture – Establishment instructs service staff to carry out their roles and responsibilities according to (black and white) policies and procedures, and do not allow deviations. E.g. Customer orders something that is not listed on the menu, staff will immediately tell the customer it is not available, expecting customers to find something else on the menu to order.

2. Solution-focused culture – Establishments encourages service staff to go out of their way to delight customers within their capacity and capability. E.g. Customer orders something that is not listed on the menu, staff checks with the chef for availability of the ingredients to prepare the customer’s order, comes back and tells the customer they have the ingredients needed and will be delighted to take care of his/her ad-hoc request.

As you might have guessed, I have been nurtured and guided by the service culture of the latter. If I have what it takes to make a customer happy (without compromising safety, health and security policies and procedures of my establishment of course!), I would make it happen. Being in the service industry for more than a decade, I can’t find a reason why service staff are not be able to accede to a slight deviation to a simple request. I have personally served a cup of warm coke and added ice to a glass of wine as requested by my customers. My point – if I can and have the resources (and time) to accede to my customers’ requests, I deliver.

Hence, I mourn at the pathetic display of customer service culture such as the one I have experienced. Yet I understand the appalling inflexibility and rigid standards of service they might have been guided to deliver. Perhaps establishments have overlooked the positive benefits that flexibility can bring to their business.

Here’s some food for thought:

Rapport Building

When customer requests for something out-of-the-ordinary, they know the additional effort that goes into their odd requests and truly appreciate that act of kindness (even when they don’t say it). Hence, should something go wrong thereafter during the course of their time at the establishment, customers are (very) likely to be more forgiving.

Leave A Good Impression

If you want to leave a great impression with your customers, this is an excellent opportunity! An act of customisation to customers’ preferences demonstrates attentiveness and that they are well taken care of. And because of that, you can bet that you’ll see them again.

Useful Information

Odd requests give establishment owners an opportunity to review and enhance its products and services. These “odd” requests serve as useful information and a reminder, in some cases whereby a common or popular need may have been overlooked. If so, businesses may wish to consider making that “odd” request  available for all its customers.

Increase in Customer Satisfaction

A simple accommodation to a minute request can make a huge difference. I have once walked out of a restaurant when they decided that they could not prepare a breakfast dish just 5 minutes after breakfast time (the chefs have not left).  

Great Insights

It almost always helps if service staff are able to explain why they are unable to accommodate certain requests so that customers could understand what the reasons are, not excuses. This is yet another perfect opportunity for rapport building where customers and staff are able to share insights of knowledge, preferences, desires, and tastes. Thus learning from one another.

Establishments have to be prepared to lose customers if they aren’t willing to go the extra mile. Wayne Dyer, a motivational speaker and author will tell you that, “it’s never crowded along the extra mile”. Being a little more accommodating does wonders for businesses.

At the end of the day, the quality of service delivered leads to two simple outcomes – a possible repeat business or your competitor’s. Industry experts even say, “If you do not take care of your customers, someone else will”.

So for now, I will be taking my business somewhere else.

*I would like to hear your feedback or requests, kindly drop me a note at: beinspired@absolutesenses.com

So Far... (but) So Good

In my years of being in the hospitality industry, I have developed a keen eye for extraordinary customer service experiences. However, such “extraordinary” experiences are few and far in between. The last time I was truly impressed was two weeks ago in a place over 6000 miles away – Berlin.

Founded in 1811, Lutter & Wegner’s four-concept establishment was where intuitive customer service came to life, in a form of a young customer service star, Magnus Tobler.

Intuitive Customer Service

There are many ways where intuitive customer service is applied in today’s context. The use of technology to notify one’s credit card transaction in real time, meal options to facilitate diverse diets when performing online check-ins when travelling, these are great examples of intuitive customer service.

In the hospitality industry, intuitive customer service is one of the many assessment tools used in evaluating the standard of service rendered in any establishment.

The assessment encompasses:

• The anticipation of customers’ needs even before they know they need it.
• The interaction with customers to identify service opportunities.
• The appropriate recommendations that complement customers’ preferences.
• The initiative of sharing information to enhance customer experiences.
• The art of pacing without appearing being rushed or neglected.

While we are faced regularly with the generalised system which evaluates service quality in commonly known broad terms of, “greeting”, “friendliness”, “responsiveness”, “product knowledge” and “speed”. The method of assessing intuitive customer service focuses on how each action (greeting, friendliness, responsiveness, product knowledge and speed) impacts the customers.

Anticipation of Customers’ Needs

Imagine, the hostess of the restaurant at which you have made a reservation, addresses you by name upon your arrival. Wouldn’t this tiny gesture of anticipation bring a smile to your face without you having to ask for every single item you need to fulfill a dining experience? Be it a napkin when dining, a high chair for the baby, an umbrella when it is raining, or more water to be topped up. These basic gestures that seemed to have long been forgotten requires a desperate (and immediate) revival. And because this is something that customers rarely experience these days, the prediction of a need before the customer realizes he or she needs it, is what impresses (and surprises) today’s jaded customers.

Interaction with Customers

Good customer rapport is the start of great customer experiences. The majority of our service providers seem to be more afraid of customers rather than proactively getting to know their customers. For the record, being friendly does not necessarily equate to good service. Service opportunities arise when service providers interact and communicate with their customers to unearth their thoughts, feelings and preferences. By doing so, they would be able to expedite a service and render an assistance to effectively meet the customers’ expectations. On the other hand, “overly-friendly” service providers can also ruin a customer experience. The trick is to take verbal and non-verbal cues from your customers.

Appropriate Recommendations

With interaction (with customers) come great opportunities to provide appropriate recommendations or alternatives that match customers’ preferences. Customers often expect a speedy response but fail to realise that a favourable response may on certain occasions require more time and effort. Hence, speed should not be used to determine the quality of service rendered, but rather how appropriate and timely an alternative or recommendation was offered.

Initiative of Sharing Information

Valuable information should always be shared. Service providers need to adopt the practice of sharing what they know to enhance the customer experience at their establishments. Should there be an item that is not available on the menu, customers should be informed before they place their orders or while being presented with menus. Should there be a requirement for customers to wait a little longer for their meals, keep them informed as such gestures reassures that they have not been forgotten. Should there be an opportunity to tell customers more about the establishment, products or services, seize it! I recall many times that I have learnt new methods or gain insights from servers or retailers who share interesting facts on their products or services offered. It’s fascinating to learn from one another.

Art of Pacing

This happens predominantly in dining experiences everywhere. Pacing in service delivery is an art. No customer likes to be rushed when it comes to enjoying a meal (unless of course, you are rushing for a concert performance or your flight is about to land). Any faster, the service will appear rash and haphazard. Any slower, customers will feel that they are neglected. Pacing without causing disruptions is always a tricky business that requires a high level of observation on the service floor and efficient coordination with the serving team.

I would like to believe that exceptionally good service goes beyond providing a greeting, being friendly and fast. Service providers should always be a step (or two) ahead of their customers, to “see” a need before it is being requested for. Intuitive customer service enables the service provider’s initiative and spontaneity to be recognised and analysed in a manner that the common system of service evaluation does not. The mastery of service intuition heightens customer experiences (the way it did for me in Berlin).

In that hour and a half, Magnus demonstrated an exquisite artistry and flawless delivery of an intuitive customer service experience, second to none in recent memory. Magnus is responsible for crafting one of the best dining experiences my partner and I have encountered in a long time without the hefty price tag of a fine-dining experience, something truly lacking back home in Singapore. 

*For more details on the service experience, kindly send your request to me through email - beinspired@absolutesenses.com

Top Of The World But Something Fell Short

One fine evening, I entered beyond the velvet ropes and was ushered into an elevator that brought me up to the top of the world (literally). I was invited for my cousin’s marriage celebration. Decked out in style, I surveyed the much talked about place to be seen for the wealthy and the “in” crowd.

Befitting to the occasion, a glass of champagne was served. I took a sip and asked what champagne they were serving.

“Chardonnay, Sir.” Replied the server.

To which I politely repeated and this time I was specific,

“I mean what brand of champagne are you serving?”

“It’s Chardonnay, Sir.”

*Awkward silence*

“Erm, okay! Thanks.”  

I was not sure if she saw my puzzled look but I was obviously taken by surprise at her response. I had at one point wondered if I was desperately out-dated with my limited knowledge of champagne. It was when I took a glimpse at their drinks menu that I realised they were serving Moët.

This incident (and many others I have encountered if I might add) is a clear indication that not all hospitality businesses are equipping their staff with the basic product knowledge to serve. Or do they presume that their staff know it all?

Providing on-the-job training is very common but pointless when staff do not have an inkling of the kind of products and services that they are offering. Customers are not merciful when faced with ignorance of such basic product knowledge. Even more so when they pay a hefty price tag for the entire service experience.

Here are a few areas that hospitality establishments should take note of when inculcating product knowledge and skills:

Quality Not Quantity

Training your staff is not about feeding them with as much information as possible in a short period of time and hope they have a big “appetite” to digest them accordingly. The process of learning would be meaningless and unexciting if the objective of the training is just to pass on information. You would not want to encourage memorising of content but to instill the understanding of “5W1H” – who, what, where, when, why and how.

Add Value

A brief history and background of the business enables staff to engage customers in the context of the establishment, especially should your site be one of historical or unique value. A small but captivating piece of information could work wonders and promote rapport building with customers.

Build Confidence

With knowledge, comes the confidence to serve and up-sell. With a confident up-sell, customers are more open to “buying in” on the idea. I, for one, appreciate recommendations such as the specials of the day or guests’ popular choices. I recalled on many occasions that I opted for staff’s recommendations and had thoroughly enjoyed those choices.

Encourage Empowerment

Product knowledge also includes company policies and procedures, and most importantly, the empowerment of these policies and procedures. Armed with this knowledge and the liberty to explore, staff are able to follow through on customer service at their discretion without having to seek manager’s approval at every stage. Unless of course, the nature of the problem calls for it.

Include Assessment

Training is never complete without an assessment. Assessment acts as an indicator of skills and knowledge comprehension and aptitude, to render basic customer service. Periodic assessments should be carried out to encourage staff to keep themselves updated on latest news and activities of the establishment. It could also be used to affirm their capabilities and act as a tool for tracking employees’ performance.

That said, I could accept the odd occasion when service staff might forget pertinent information. In such instances, encourage your staff to excuse themselves and check (and double and triple check) for facts instead of pouting a response as silly as what I have experienced.

On retrospect, I could only regret not asking her to check with the bar. Maybe she would have learnt something new that day.

*For more details on the service experience, kindly send your request to me through email - beinspired@absolutesenses.com

True Magic of MACY'S

Let’s be honest. When one mentions of a place with good customer service, the United States of America would probably be not at the tip of our tongues. I’m told that it lacks genuineness and sincerity. Sometimes it can reek of sarcasm. Truth be told, customer service in the USA has never rated high on my list. The perception is that it almost always comes with an expectation of a huge tip for table service or a commission of some sort for making a sale.

With all that bad reputation, my latest experience at Macy’s in New York was a breath of fresh air. It wasn’t my first visit there but something about the American departmental store’s customer service clicked on that day. At every department and floor that we went to, my partner and I were showered with the utmost pleasant service, one we had not felt in a long time. I could not help but wonder – was it the fact that we were on holidays in New York or was it the great buys that made it felt just so pleasant. Taking all factors into consideration, I chose to believe that the sales associates (what they are called) at Macy’s contributed a great deal to a very enjoyable shopping experience.

Here’s why:

Initiative

I am referring to the initiative to find out customers’ needs, to offer prompt assistance and go beyond one’s call of duties to enhance each and every customer’s shopping experience. Also, the initiative to engage in a casual conversation along the way so as to listen in on customers’ needs and desires, and make appropriate recommendations according to their lifestyles and tastes. Thereby ensuring customers’ satisfaction.

The sales associates at Macy’s not only offered assistance without us having to ask, they were efficient with looking for the right items for us, and even apologised to have kept us waiting at some point. What delighted me was how a sales associate initiated assistance when we looked a little lost and pointed us to the right direction, to the section we were looking for. One of the cashiers made sure we knew about the great sale corner at the socks section (which we missed) and made her recommendation of a popular brand for us. Another sales associate kindly offered to hold our items at the cashier (as we were holding a bunch of stuff) while we continue to shop, and afterwards ushered us to a free cashier as the one we were heading to was occupied. Another offered to make a change of a (fixed) free gift item upon knowing my preference for another during one of our short conversations.

Spontaneity

The one quality that I think the American culture tops the rest of the world would be spontaneity. It is truly amazing how a spontaneous random comment breaks the ice and encourages conversation. It is through these subtle chats that rapport building with customers becomes possible. The act of assisting without being too intrusive is an art and I think the associates on the sales floor at Macy’s aced this one. There is an effortless flair about them in how they engage their customers, something I think our Asian counterparts have a lot to learn from.

Consistency (The Winning Ingredient)

It all seemed too well orchestrated to be true if you asked me but what remains commendable is that every department we went, we felt there was a consistency in the level of motivation of the sales associates and how they upheld the Macy’s corporate image. Perhaps, they were “calibrated” with the Macy’s mission statement, ‘to be a retailer with the ability to see opportunity on the horizon and have a clear path for capitalizing on it’ etched in their minds.

Whatever they did, it must have worked. It felt like all of them spoke the same language – the language of great customer service. Afterall, the outcome of great customer service does translate into huge customer spending which may be why Macy’s has seen an increase in their sales figures since 2006.

If You Don’t Have It, Fix It

According to a Wall Street Journal article, Macy’s revamped its training program to improve its customer service standards, which was believed to have suffered from a dented reputation over the past few years and probably resulted in its slow sales growth. In this new program, new sales associates are required to attend a three-and-a half-hour training session and refresher courses are provided for associates on the sales floor.

There is no doubt that each company’s success comes from a huge effort in keeping their staff motivated and a focus on a high standard of service delivery. The right candidates for the job, coupled with proper training are part of the core foundation for the success of a business. In doing so, companies can also ensure that their mission statements, visions, and service cultures be communicated through the training programs for their staff. Knowledge of companies’ goals, policies and procedures allow staff to envision how they could better contribute to their companies’ success through their duties of service delivery.

I believe these efforts have been demonstrated in my recent visit to Macy’s, the associates who have assisted us clearly took pride in their duties – showing initiative, spontaneity and consistency. Simple gestures those were but when put together, projects a positive image to the public and speaks greatly of an exemplary service culture. Afterall, Macy’s had recorded a slight decrease in advertising spending for 2010, which makes me wonder if there is just a slight possibility that the customers’ word-of-mouth for its improved customer service might  be working.

*For more details on the service experience, kindly send your request to me through email - beinspired@absolutesenses.com

How Long Is Too Long?

The thought of dining out on the eve of a public holiday has never sat well with me but when a long time friend invites you, one would politely accept.

Nestled amongst luxury branded boutiques and posh nosh, the Chinese restaurant blended in with the high-end atmosphere of the famous glass shopping mall that sits in the middle of Singapore’s shopping district. The establishment is part of a rather reputable organisation, which owns a total of eight concept restaurant chains locally, including a new concept outlet opening soon.

Upon arrival, I noticed its no-reservations policy and watched in disbelief the huge crowd of people outside the restaurant waiting for their numbers to be called. We were given a queue number and were told that it would be a 30-minute wait. The fact was, we were shown to our seats 1 hour and 15 minutes later.

The number-queuing system in this particular outlet is somewhat peculiar. The queue numbers were not in sequence. Maybe it wasn’t mean to be, but the bad judgment on waiting time did not make me feel any better.

Was the queue outside the restaurant a marketing stunt to attract onlookers in the hope that it may inspire patronage? Or a public display of the lack of proper procedure in managing the high demand for your supposedly good food and service? I remain puzzled.

We have all experienced one time or another the “double standards” exhibited in queues, where VIPs, celebrities or high society guests would be whisked right into restaurants or clubs or bars while we are left stranded outside the velvet ropes. Thanks to accrued experiences, I have developed a very strong displeasure for queuing but when one’s got to wait, there are really just two choices – bite your teeth and wait, or leave. Before this turns into a long rant, let’s examine how the situation could have been handled in a better way.

Waiting = Expectations

Dining establishments have great responsibilities in upholding their customers’ expectations, from taking reservations (if applicable) or waiting to be seated, to the end of a meal. When one aspect is not taken care of promptly, the sense of trust and reputation plummets down the drain. The result – one less repeat customer, endless word of mouth “publicity” and if you are unlucky, an earful of complaints.

In this case of queuing, it is a natural response that the longer one waits, the more impatient one gets. Hence, the higher one’s expectations would be. Therefore, it is important that organisations acquire a comprehensive procedure of handling situations such as these, with the obvious need to impart that knowledge to its front line employees.

Creative waiting

Queue management is a complex responsibility for service providers but it seriously is not rocket science. It is obvious that no one likes to be kept waiting in line. What makes it bearable are our mobile devices, allowing us to pass the time when subject to long waiting periods. I for one like to catch up on my emails and news on my phone when subject to idleness. Today, even hospitals and clinics install televisions to keep their patients “occupied”. I recall an instance at the Melbourne Zoo where zookeepers brought small animals out to keep the long queue entertained – “Good on ya, Mate!” Amusement parks engage entertainers or street artistes to take visitors’ minds off the long wait at ticket queues. Some restaurants provide recipe demonstrations and simple tastings to engage hungry customers waiting for their tables.

A handful of restaurants eliminate the process of telephone reservations due to the fact that latecomers or no-shows have over time abused the integrity of this system. I share their frustrations but that is precisely why most establishments have a 15-minute hold policy, which gives customers that extra 15 minutes of grace period to make a dash for it.

Do something. anything

There are a few remedies they could have reinstated my trust as a customer. Perhaps a gesture of calling us when our table is ready would have made my wait bearable. Or a quick check with a nearby restaurant under the same group (there is another outlet in the same building though a slightly different concept) on the availability of a table to show initiative. Or for the record, a simple apology to have kept us waiting would have been music to my ears. None were offered.

My point is – do something, anything. Customers need to be assured time and again that they are taken care of and not forgotten. To be seen doing something about a difficult situation and be kept informed of alternatives provides that very assurance.

An anticlimax?

Furthermore, should you be able to retain your customers after their long wait in line, make it up to them with your undivided attention to their needs and ensure that nothing would fail their expectations any further. I say this with the hope that chefs would do their part in dishing out recipes that are worth waiting for. Customers are generally forgiving (well, I am). Everyone needs to believe that afterall, good things actually do come to those who wait.

Trust me, (reasonable) customers are not asking for a miracle in these difficult situations (where solutions may be limited), we have eyes and ears to know how busy you are and how stressful it must be. All we ask is a genuine display of responsiveness, accompanied with a simple act of service recovery.

So Basic and So Forgotten.

I have just had the pleasure of experiencing a rather relaxing stay at a desert resort (Yes! Almost like the one you saw in Sex and The City 2, minus the penthouse and butlers). Though I must quickly add that it was not the best time of the year – in the scorching heat of 48 Degrees Celsius and in the middle of Ramadan (it is prohibited by law in the Middle East to eat and drink in public) – I was not about to give up an opportunity to indulge in an Arabian escapade.

Those 22 hours of luxury obviously cost an arm and a leg. However, I have observed a major service faux par that ails even the most expensive of establishments such as this one. In my humble opinion, it was definitely not worth the mileage points on my credit card and I will justify my sentiments.

Luxury establishments are constantly being developed as we speak. Developers and owners go through great lengths in search of the perfect infrastructure to match breath-taking views for their establishments. However, hardware is easily replicated. Hoteliers and service providers know that they need a differentiator – Service – the software that will match the incredible hardware.

If an organisation were to promote itself as an establishment which provides personalised service, one would expect nothing less. My expectation of personalised service would be one where the establishment would at every opportunity use their guests’ names. Addressing guests by their names is the single most basic factor in providing a personalised service. To miss this basic element is like serving chicken rice without the chicken. Perhaps the establishment thought otherwise about this basic rule of thumb.

I will not be overly indulgent in pointing out the flaws for there were elements during the stay that were personalised, from the temperature of the water for the outdoor pool, to my preferred pillow stuffings, the choice of having breakfast in my room instead of at the restaurant, and a couple other personalised touches. Staff were friendly and approachable, and the establishment was magnificent but there is no doubt that my experience could be further enhanced by paying attention to one tiny detail – addressing its guests by their names.

The satisfaction derived from the simple act of being addressed by name can be immensely pleasurable. This form of recognition communicates sincerity, warmth and most of all, trust. To any guest, the trust of being looked after, cared for and being remembered is the very reason to return for that service. A simple gesture of recognition yields multiple possibilities of customer loyalty.

When a guest presents his or her passport at the check-in process, that should be an opportune time to start addressing the guest by his or her name. From then on, the guest’s name ought to be used at any appropriate time during their stay – over the phone, at the restaurant, in the spa, when sending requested items to the room, along the corridors, during check out, and at farewell. 

Hospitality establishments today have sophisticated, state-of-the-art centralised systems to connect all its departments. Guests' names could be obtained with a single touch of a button. For those short of this technical advantage, guest’s names could be obtained through a simple phone call to the front desk or telephone operator.

The correct salutation must be used at all times, accompanied with the guest’s last name of course. With that said, sometimes it is indeed a challenge to determine guests’ last names and that topic alone would require a whole separate blog entry. In a nutshell, the position of Chinese last names differs from that of our Western and some Asian friends. Yes, it does get more confusing when Asians have Christian names or middle names for Catholics, and don't get me started on pronunciation. At the end of the day, if in doubt, always best to check with guests so that you could avoid the embarrassment of addressing them incorrectly during the course of their stay. 

“Sir” and “Miss”, even “Madam” or “M'am” can be used when one has already addressed guests by their names. With that simple rule of thumb ironed out, there will always be guests who choose to abandon the formality and wish to be addressed by their first names. It will only be appropriate to do so when the guests inform you personally. To these liberal guests, they are more comfortable with the casual first name basis, use it but never abuse that privilege!

For me, perhaps I am a little more conventional and appreciate that bit of formality but “sir” just does not do it for me especially in a professional establishment and setting. Please don’t get me wrong, addressing your guests as “sir” or “miss” is not wrong, but only after you have used the guests' names at least once in the same conversation.

Conclusively, the lack of that simple gesture was the exact flaw that stood out to me as a guest in this beautiful establishment (amongst others). Was it the organisation? Or the individual service provider? Or was I just being too demanding? I accept that opinions will vary. Inevitably, there will always be pluses and minuses in evaluating a service experience as I have yet to experience one that is perfect. We can only hope that the pluses outweigh the minuses and not the other way round. Sadly, in this instance I was faced with the latter. Afterall, I am a little more critical than normal individuals (can't you already tell?).

Do not underestimate the power of a simple smile, a simple greeting (of "good morning, afternoon or evening") accompanied with the guest's name, for that may just be the sweetest sound to one's ears for that day. So before you go about impressing your guests with a whole service repertoire, remember to start by knowing your guests – BY THEIR NAMES.