Académique Documents
Professionnel Documents
Culture Documents
Guest Service is a
Science and an Art
Both a science and an art
It is much more than just being nice to people.
Businesses fail at it all of the time.
It doesnt just happen by itself.
It requires a special blend of:
Procedure
Technique
Skill
The human element
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Guest Service is
Meeting Expectations
Definition
Guest Service: Meeting guests expectations
There are a variety of similar definitions.
Anytime patrons, or even prospective patrons,
interact with a facet of the organization; customer
service is rendered.
Quality customer service is meeting and exceeding
the individual customers expectations.
If service meets or surpasses customers
expectations, in any situation, it is said to be quality
customer service.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
I am in a hurry.
I dont want to make a scene.
trouble.
You may not always know the reason why a customer doesnt
complain.
While they wont tell you, they will be sure to tell many of their
friends.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Good Service
A common phrase is:
Good service can make up for a bad food, but good
food cannot make up for poor service.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Competitive Advantage
of Service
Everyone (essentially) offers a generic product:
Food
Bed
Same setting
Ritz Carlton
We are Ladies and Gentleman serving Ladies and
Gentleman.
Fulfill even the unexpressed wishes of our guests.
Three Steps of Service:
A warm and sincere greeting. Use the guests name.
Anticipation and fulfillment of the guests needs.
Fond farewell. Give a warm good-bye and use the guests
name.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Value of
Returning Customers
Loyal, return customers are highly sought-after prizes.
Businesses spend infinite amounts of money attracting
customers and then undervalue them as they arrive and
experience the product.
They are often treated as if it is the first and last time they
will ever be seen.
It costs far less to keep a return customer than to obtain a
new one.
Businesses should spend less money attracting customers
and more effort retaining the ones they have.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Age of manufacturing:
Originally, the United States was largely an agricultural nation. It
evolved into a thriving manufacturing nation but then quickly lost.
Age of communication:
While service continues to dominate the economy and employment of
the United States, the advances and proliferation of technology spurred
a new phenomenon of communication. Never before could so much
information be so readily available so cheaply and easily. Suppliers,
businesses, and customers can now all communicate in real-time and
have the ability to access each others records.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Background of Service
Until recently:
A majority of people lived in relatively small neighborhoods
where everyone knew each other.
Workers had a craft or trade.
As more people began working for an hourly wage for bigbusinesses, craftsman began to lose their sense of neighborhood
and craft.
This forever changed the idea and tradition of service.
Management also changed to reflect the progression.
Rewards, motivations, standard operating procedures, and
punishments reduced craftsman to a subhuman standards.
Since the end of World War II, Americans developed a need for
speed. Customers grew to be impulsive, and expectations
increased.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Self-Service
Advantages:
Decreased labor
Increased speed of
service
Increased processing
Shorter lines
Increased access
Disadvantages:
Loss of human interaction
Subject to input error
Difficulty fixing errors
Unfamiliar with technology
Unfamiliar with process
Uncertainty of transaction
Quality customer service
remains the cornerstone of
the hospitality industry.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Legends in Service
Management
W. Edwards Deming:
Statistician and management consultant considered to
be a leader in the customer service movement
Total quality management (TQM) movement
After WWII, approached the Japanese with idea of
applying statistics to automotive manufacturing and
helped to implement continuous process
improvement.
As a result, the 1980s saw Japanese cars dominate the
car market.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Legends in Service
Management (contd)
W. Edwards Deming (contd):
Deming Cycle, most commonly
referred to as the PlanDo
Act
CheckAct (PDCA) Cycle.
Four-step process for
implementing change, or,
continuous improvement.
Useful for incremental or
breakthrough improvement. Check
Promotes the idea that a
business can always improve.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Plan
Do
Legends in Service
Management (contd)
Joseph Juran:
Credited as being the Father of Quality Service.
Friend and colleague of W. Edwards Deming
Dr. Juran also helped to introduce quality to the
Japanese.
He was a lecturer and business consultant in more than
40 countries.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Legends in Service
Management (contd)
Philip Crosby:
Published a well-known book, Quality is Free.
Able to show that quality programs would save much
more money than they cost.
DRIFT (do it right the first time) and Zero Defects.
It is an idea that promoted processes and procedures
that ran smoothly and efficiently, thus, doing it right
the first time.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Legends in Service
Management (contd)
Tom Peters:
Popularized Management by Walking Around (MBWA)
The idea that managers should get in touch with the
employees and customers
To learn what is really occurring.
Authored In Search of Excellence
Dr. Peters was one of the first and most influential gurus
of contemporary management.
Has advocated for service excellence through practical
means.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Legends in Service
Management (contd)
Peter Drucker:
Commonly known as the Father of Modern
Management
Advocated for the human side as opposed to the
numbers.
He was popular for ideas such as management by
objectives and the knowledge worker.
Was very interested in the concept of permitting
workers to think for themselves.
He made many predictions, some of which came true.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Paradigms
A belief that is commonly accepted as being the proper
way or method that something is to be done.
This promoted thinking outside the box, in which a
paradigm was considered to be the box.
The idea of a paradigm shift became very popular with
the quality movement.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Moment of Truth
A point of service at which customer service is either
made or lost.
The concept of the moment of truth was first popularized
by Jan Carlson of SAS Airlines.
The service experience is made up of many moments of
truth.
Each can be analyzed.
Each should be valued.
Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Chapter Review
Questions