Matakuliah
Tahun
: V0246 - Operasional Tata Hidang 1
: 2009-2010
Service & Customer Relations
Pertemuan: 8
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Bina Nusantara University
The Service Encounter
Gamesmanship
Servers & Greeters
Food Service Teams
Hard Sell Versus Soft Sell
7 Commandments of
Customer Service
• Formality or Informality
• The Difficult Guest
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• Many servers are skilled performers in the
service encounter.
• The server & the guest are both actors in
the play.
• Once the meal is finished, the play is over,
the guest leaves & the server moves on to
the next stage.
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• Many servers look at the customer–server relationship as a
battle of wits, with the guest as the opponent.
• The object of the game is to extract the maximum tip
possible.
• At the end of each evening, word is passed as to who
received the most in tips.
• If servers are pitted against each other & there are prizes
for who gets the most tips, it is easy for a dining room to
degenerate into a game, with the guest as secondary
participant.
• One way to ensure harmony among all of the restaurant’s
personnel is to insist that all tips be pooled & everyone
share.
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• Personality.
• Team orientation.
• Technical knowledge of
product/tableside confidence.
• Knowledge of how to read guests
& anticipate their needs.
• Knowledge of the finer points of
service.
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• The first & last person a guest encounters.
• A smiling, well-groomed, friendly person is
an asset to the restaurant, but the position
calls for more.
• Greeters who know the restaurant add luster &
are able to answer a variety of specific (&
general) questions.
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• The main part of the host/hostess’s
job is to represent the restaurant by
offering a friendly greeting &
facilitating the seating of guests.
• Another key aspect of the job is
knowing how to seat guests and not
overload a server or the kitchen.
• Greeters keep a sheet for
reservations, whether they are called
in or walk-ins.
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• It is too easy to set servers up as private
businesspersons, each doing his or her
own thing—in effect, operating as an
independent business on the premises
leased for nothing.
• Such a situation can foster competition
rather than cooperation.
• If any situation calls for teamwork, it is a
fast-paced dining room, which requires
working in harmony, goodwill, and trust.
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• Some restaurants operate with
servers working two to a team.
• Most common is the server/busser
team.
• Some systems work as the entire
crew makes up the team.
• “Full Hands In, Full Hands Out”—
helps everyone work to help each
other.
• The team system has one major
advantage: Hot food is served hot.
• The hard sell: May result in the customer feeling
pressured.
– “Will you have dessert?”
– “Would you like a cocktail?”
• The soft sell: Low key complete service.
• The kind of clientele may determine the best
approach.
• Service includes a number of factors other than
selling including showmanship, wine service,
attention to detail, refilling water glasses,
cleaning ashtrays, replacing soiled silver, etc.
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Tell the truth.
Bend the rules.
Listen actively.
Put pen to paper.
Master the moments of truth.
Be a fantastic fixer.
Never underestimate the value
of a thank you.
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• This depends on the kind
of experience you are
trying to deliver.
• Some restaurants thrive
on informality.
• Others may be more
formal & the servers only
speak when spoken to.
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• Tables should be pleasing &
inviting.
• Cutlery & glassware should be
spotless.
• Once complete, the setting should
be pleasing to the eye.
• This is accomplished by arranging
everything symmetrically.
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• Servers introduce themselves & take
the opportunity to suggest beverages.
– The main point is to get the guest to
make a selection from a variety of
choices rather than a simple yes-no
decision.
• The server may also describe food
specials, then depart to obtain the
beverage.
• The food order should be taken by
asking the senior female for her order
1st, followed by the other women, the
senior male & so on.
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• Orders are taken by seat number,
allowing each plate to be placed
correctly in front of the person who
ordered the dish.
• Beverages are served & cleared
from the right-hand side & to a
tray.
• Some restaurants clear plates as
soon as a person is done eating,
others wait until everyone has
finished.
– The method chosen is a matter of
preference.
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• Once in a while, the server is
confronted by a difficult guest.
• The majority of complaint handling
falls into the employee hands.
• Employees have to be trained to
problem solve the right way & right
away!
• The approach is, “What can I do to
help?”
– Which is, in itself, quite disarming.
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• Act immediately on a complaint.
• Let the customer know you care.
• Calm the customer by acknowledging
the problem & encouraging feedback.
• Tell the customer in an honest way
how the problem will be addressed.
• Invite the customer to express his or
her feelings.
• Never invalidate or make the customer
wrong.
• Offer appropriate & reasonable
amends.
• Nurture the relationship by smiling &
thanking the customer again.
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Remain calm.
Listen.
Empathize.
Control your voice.
Get the facts.
Take care of the problem
immediately.
• If you take back an entrée,
offer to keep the meals of
the other diners warm in the
kitchen, so that the group
can eat together.
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• Many managers do whatever
they can to create a family
feeling among foodservice
personnel:
– Encourage employees to eat & drink on
the premises.
– Reduce meal prices.
– Sponsor employee parties.
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Have a nice day…
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