CUSTOMER RELATIONS 8.

Monitoring of Service
Customers are the life and blood of the food service business. To
ensure continuous patronage, their satisfaction must be sustained.
They always deserve preferential, prompt, and consistent attention.
To maximize customer satisfaction, it is important for service staff to
satisfy both the procedural (technical) and the personal dimensions of
service. The procedural dimension provides system needed for
achieving consistency and efficiency of service, while the personal
dimension brings the personal touch that makes the guest highly
valued, accepted and appreciated. It comes with a gracious smile,
magic expressions and other ways of building and maintaining the
goodwill of customers.
Procedural Dimension
Sets the standards of service. Ensures that proper consistency and
efficiency of service is always achieved. The procedural dimensions of
service revolves around nine major concerns, namely:
1. Timeliness of Service
This refers to the amount of waiting time for service staff to
respond to customers for their order, their request, or concern.
2. Convenience of Service
Customers comfort and convenience is as available as the quality
of food. The food delivery system must be designed such that the
customers will not be inconvenienced for some reasons like
looking for a seat, lining up for water service, etc.
3. Organized and Smooth Flow of Service
Complaints can be avoided if the service delivery is organized and
properly coordinated with the kitchen and the other concerned
departments. Service deficiencies are often the product of a
breakdown in coordination and communications.
 Division of labor and proper delegation of responsibilities.
 Service procedures that define the tasks, the flow of service,
work instructions and the persons responsible for each task.
 Advanced preparation whereby a par stock is maintained.
4. Anticipation
The ability of the food outlet to anticipate what the customer’s
wants and needs will enable service personnel to respond
favorably to customers and insure their satisfaction.
5. Communication
Miscommunication and lack of proper communication are often
the root cause of misunderstanding and complaints. Customer
satisfaction cannot be achieved without a systematic slow of
internal communications and coordination among various work
units and external communications with customers and patrons.
6. Feedback Mechanism
Service staff must have an open mind in receiving a feedback. It
would be far better to have the comment or complaint come
directly from a dissatisfied customer rather than for him to tell to
others like his colleagues and friends who are also prospective
patrons of the food business.
Consistent monitoring of production and delivery of service
against standards and performance targets.
May be done by:
 Spot checks during busy hours.
 Documenting critical incidents, customer complaints,
comments, and concerns.
 Recording and comparing outlet performance against
targets.
9. Professionalism
Procedures must be designed to conform to professional
standards, consonant to what is considered acceptable to the
industry and responsive to customer’s expectation.
Personal Dimension
To add a personal and human touch in the service, the dining
personnel should behave and deal with customers in a courteous and
polite manner. The following qualities must be cultivated to project
warm and gracious service:
1. Personalized Service
Prompt and personalized response to guests’ needs and requests,
even going out of one’s way to render service beyond the call of
duty.
2. Enthusiasm
Willingness and eagerness in attending to customers as projected
in a pleasant facial expression and smiling body language.
3. Respect
Avoiding any statement that could hurt the customers’ ego and
feelings, being tactful and diplomatic in handing objections,
complaints and problematic guests. Respect for guests’ privacy,
no eavesdropping.
4. Smiling Body Language
Demonstrating a pleasant disposition through smile, eye contact,
and body movements that are expressive of a warm and friendly
service. Refraining from unpleasant non-verbal actions like
frowning face, show of irritation, sneering look, etc.
5. Open Mindedness
Receptivity and openness to customer comments and feedback
no matter how negative the comments are. Words of
appreciation, rather than irritation expressed for comments
received especially if they are sincerely meant to call one’s
attention on service deficiencies.
6. Need Satisfaction
Responding to customers’ need for attention and recognition
through words of appreciation, words of affirmation,
acknowledgement, and empathy. Alertness in responding to
signals for assistance. Knowing in advance what is needed and
having it prepared beforehand. Satisfying customers need for
information by relaying important information like out of stock,
service policies, extra charges, etc.

Feedback Tools: 7. Attentiveness

 Banquet Appraisal Form – for banquet functions. Immediate and prompt attention to customers. Customer expect
 Suggestion Box or Simple Survey Form. to be approached immediately once they are seated. They also
 Direct feedback solicited from guests during or after meals. want their request to be promptly attended to by the service
 Direct feedback from banquet organizers. staff. Consistent attention, the service personnel must always be
on stand-by for additional orders, requests, etc.
7. Problem Solving Mechanism
Many customers do not comeback not because of their Four Types of Service
complaints but more on the inability of the service staff to
favorably respond to their complaints and concerns. Complaints TYPE PROCEDURAL PERSONAL
and requests that fall on deaf ear are unattended are the most
disappointing matters to customers. It is therefore crucial for any Freezer Low Low
food establishment to develop a system of trouble shooting
Factory High Low
deficiencies in food and service if they are to sustain their
patrons. A problem solving mechanism could be designed to track Friendly Zoo Low High
down complaints and areas of deficiency. Causes should be
analyzed and given remedial measures. Quality Service High High
Handling Customer Complaints
 Thank
Handling customer complaints doesn't have to always be a battle, with At the beginning, at the end, in the middle; it doesn't matter,
the right tools and responses you can use complaints to your thank the customer for calling and complaining.
advantage; to help you build your business. B.L.A.S.T is a great tool
that is used by companies such as Yum! (Parent company of KFC, Taco Why thank them? With the simple act of complaining, your
Bell, Pizza Hut, A&W, and Long John Silvers). Training their employees customer is telling you "I care about your business and your
in the basics of handling customer complaints. The acronym stands success". They are giving you the opportunity to fix the problem
for: and invite them back so they can give you more of their money.
 Believe Puts a different spin on it doesn't it? Thank them for giving you
 Listen that second chance, for letting you know that something in your
 Apologize restaurant didn't work like it normally does, for giving you the
 Satisfy chance to make it right, and for the opportunity not to damage
 Thank your reputation!

 Believe
This is the cornerstone of handling a customer complaint. Yes, the
customer may be lying and be incorrect about their situation. It is
important to understand that your customer believes that your
establishment has wronged them.
 Listen
Stop and listen to your customer's complaint. I'm not certain
whether it's natural instinct or just plain stubbornness. As soon as
a customer starts to complain, we start to think of how we will
respond to the accusation before we are done listening, and too
often the case, already have the response ready to fight back.
Take a second, relax, and listen. On occasion a complaining
customer will be rude, angry, and use vulgar language, stay the
course and remain calm and level headed.
When the customer is done venting; in a calm, non-judgmental
tone, repeat their problem.
"What I hear you saying is that, you came in ordered and paid for
10 Pieces of chicken and when you got home, you only received
8, is that correct?"
By repeating the problem at hand, you've demonstrated your
ability to the customer that you heard and understood their
problem.
Listen and clarify. Never defend or justify. The customer doesn't
care if you were shorthanded or if you're having a bad day, they
only care that they get taken care of. No excuses, just solutions.
Reputation? You work hard, day in day out, trying the best to
make your business the best, and yet one unhappy customer can
take it away from you. A happy customer will tell two or three
friends about a good experience, but an unhappy customer will
tell at least ten friends about their experience and it always
multiplies through word of mouth.
Will some people take advantage of your kindness? Of course, a
rule of thumb commonly used by restaurants are:
1. First time shame on me,
2. Second time shame on me, but I'm watching you,
3. Third time... Shame on you and I will make the decision on
how I will deal with you as a customer. 
Keep track of who calls to complain, names, phone numbers for follow
up, addresses for your postcards. Using a binder and tracking your
complaints, you will be able to detect and deter those that would take
advantage of your new complaint procedures.
References
Roldan, A.S. & Edica, B.T. (2008). Food Service & Bartending Revised
Edition – 2008.
Parañaque City: AR Skills Development and Management Services, Inc.
Albert Barneto (2006). Dealing With Customer Complaints – B.L.A.S.T.
http://EzineArticles.com/?expert=Albert_Barneto

 Apologize
Always apologize even if you did nothing wrong. From your
customers' perspective, they have a legitimate complaint, and
they expect an apology. It could be as simple as "I'm sorry we've
inconvenienced you." or "I'm sorry I know how frustrating it is to
buy dinner for my family, only not to have everything there when
I get home" A sincere apology will usually diffuse a lot of
frustration that the customer has. There is an exception to this
rule though, if a customer calls with a critical complaint, such as
food poisoning, don't apologize, it may be construed as an
acceptance of guilt, instead refer to your company's procedures
for such events.

 Satisfy
Make it right. Ask the customer "What can I do to make this right
for you"? Be the judge of what is fair of course, but allow them
the opportunity to feel empowered over the situation. Many
times they may ask for the problem be taken care of on their next
visit or maybe that you talk to the person who made the mistake
and correct them. We used a great system of sending out a
personalized postcard apologizing for the mistake, it was a couple
of handwritten sentences (yes, many times with spelling mistakes
from my team members), but it was personal and always well
received. We always gave them the unexpected as well, maybe a
free dessert or an extra side dish just to show that we cared
about them.
 _____ 13. Anticipation c. Types of Service
_____ 14. Believe d. Handling Guest Complaint
_____ 15. Communication
_____ 16. Attentiveness
_____ 17. Factory
_____ 18. Smiling Body Language
QUIZ _____ 19. Satisfy
_____ 20. Respect
Test I: Situational Analysis. Read and analyze the provided Test III: Chronological Order. Arrange the following procedures in
situation then answer the given questions. Choose the letter of their proper sequence.
the best answer.
Choices:
Jerome is a server in La Nuevo Sitio. One night when he was A B C D E
on-duty, a guest in his table section complained about the order she
st nd rd th
received. She said that she requested her fillet mignon to be well-done 1 2 3 4 5th
but the one she received was medium-rare. Jerome is a well-
preforming staff, he always makes sure that he takes down all the
orders in detail and he always asks his guests if they have any _____ 21. Thank
particular requests with their orders. Upon reviewing his order slip, he _____ 22. Apologize
saw that the lady complaining didn’t give any instructions or requests _____ 23. Believe
regarding her fillet mignon. _____ 24. Listen
_____ 25. Satisfy
_____ 1. If you were Jerome, how will you react on the complaint
knowing that the one at fault was the customer? Test IV: True or False. Identify whether the given statement is true or
a. Ignore the guest and let her rant on her own. false. Write T if the statement is true. Write F if the statement is false.
b. Immediately apologize for the inconvenience.
c. Show that you believe what she is saying. _____ 26. Enthusiasm is the willingness and eagerness in attending to
d. Tell her that she didn’t made any request earlier. customers’ needs.
_____ 2. What will you do next? _____ 27. Listen is the cornerstone of handling customer complaints.
a. Continue ignoring her until she becomes tired of it. _____ 28. It is correct to think how we will respond to the complaint
b. Just wait for her to leave. while listening to the customer.
c. Replace her order with the one she wants. _____ 29. By the simple act of complaining, the customer is telling you
d. Listen earnestly so that you will know how to deal with that they care about your business.
her complaint. _____ 30. You must not apologize if you did nothing wrong.
_____ 3. And then? _____ 31. You can thank the customer for calling and complaining only
a. Replace her order. at the end of the conversation.
b. Give a sincere apology. _____ 32. Quality service has high procedural and personal
c. Tell her that she will need to pay for the new fillet dimensions.
mignon. _____ 33. Procedural pertains to the human touch in the service.
d. Confront her because she is getting on your nerves. _____ 34. Personal ensures the consistency of service.
_____ 4. After that, what will you do? _____ 35. Customers are the life and blood of the food service
a. Ask her what I can do to make it up to her. business.
b. Leave the restaurant. _____ 36. It is important for service staff to satisfy either the
c. Ask her politely to leave the establishment. procedural or the personal dimensions of service.
d. Call security and ask them to escort her outside. _____ 37. Attentiveness is the immediate and prompt attention to
_____ 5. Then what? customers.
a. Continue ignoring her until she becomes tired of it. _____ 38. Personalized service is the prompt and personalized
b. Just wait for her to leave. response to guests’ needs.
c. Satisfy the guest, replace her order if she requests it. _____ 39. Anticipation is the ability to anticipate what the customers’
d. Tell her that she will need to pay for the new fillet wants and needs.
mignon. _____ 40. Timeliness of service refers to the amount of waiting time
_____ 6. What will be your final course of action? for service staff to respond to customers.
a. Tell the guest to never dine here again.
b. Thank her for her concern for the business.
c. Apologize and tell her you cannot give her request.
d. Ask security to escort her out of the premises.

7. – 8. Determine what type of service the following employees of La

Nuevo Sitio renders.

a. Freezer c. Friendly Zoo

b. Factory d. Quality Service

_____ 7. Dana is loved by the customers because of her pleasing

personality and smiling face but her boss always tell her to
move a little bit faster.
_____ 8. Jerome always receives good feedback form the customers
and his boss always commend him for a job well done.
_____ 9. Other employees of La Nuevo Sitio hates being on the
shame shift with Mark because he is not productive. A lot
of customers find him to be snobbish.
_____ 10. Jean is a very skilled worker, she can do twice the work of
other staffs but she isn’t good dealing with people, she
prefers to be assigned at the back-of-the-house.

Test II: Matching Type. Choose the letter that best match the
statement given.

_____ 11. Timeliness of Service a. Procedural Dimension

_____ 12. Freezer b. Personal Dimension