 What
Level of Service Do You Provide?
We
recently escaped to a fancy resort for a weekend of
relaxation.
In the lobby we were welcomed by a staff member with
a clipboard. He asked if we wanted our breakfast delivered
to our room in the morning, or if we planned to eat
at the restaurant. We had just arrived. We had not decided.
He seemed a bit perplexed.
Then he asked what time we wanted to schedule the 45-
minute massages included in our weekend package. We
had just set foot on the property. We had not even seen
the villa. We hadn’t begun to plan the next two
days. He seemed a bit perturbed.
He looked at his clipboard and asked what time we wanted
‘afternoon tea’ on the following day. I
realized this person was more interested in filling
out the form than making us feel welcome.
Now I was perturbed. I told him to take us to our villa
right away. We would call him later with answers to
his three questions.
Key Learning Point
The
staff member's focus was on the clipboard, not the customers.
This style of service is tactical, and sometimes practical.
It's called implementation. *
* *
If the staff
was better trained, he might have explained the options
in our weekend package like this:
`Breakfast
can be served in your room, at the restaurant by the
pool, or in the coffee shop overlooking the bay. Room
service is open 24 hours. Breakfast buffet at the restaurants
is open from 7:00 am to 10:30 am. It's your choice.
`Two 45-minute
massages are included in your package, available anytime
from 9:00 am to 10:00 pm. A 90-minute extended massage
or 45-minute massage plus optional health treatment
is available at an additional charge.
A brochure
describing the spa and beauty treatments is in your
room. Early reservations are recommended.
`Afternoon
tea can be delivered to your villa anytime from 2:00
pm - 6:00 pm. The chef likes to prepare it fresh. Just
let me know what time is best for you.'
Key Learning Point
This is a higher level of service. Instead of focusing
on his questions and his clipboard, the staff works to
inform us about our available options. I call this
education. *
* *
If the staff
and the resort were more focused on people than on product,
our welcome might have been like this:
`Hello. I'm
not sure why you have chosen our resort for the weekend,
but whatever your interests, you have come to the right
place.
`If you want
a weekend of rest and relaxation, room service is available
24 hours for your convenience. We will be glad to serve
you breakfast, afternoon tea and any other meals in
the privacy of your accommodation.
`In your
villa you will find a Jacuzzi and a private pool. Music
and videos are also available for your entertainment,
just give us a call and we will deliver them to you.
If you put
up the "Do not disturb" sign, we will only come when
you call us for fresh towels, housekeeping or whatever
else you may require. You can even have the operator
hold all calls. If anyone wishes to contact you, we
will slide a note under your door rather than awakening
or interrupting you with the phone.
`If you want
rest and relaxation, this is the right resort.
`On the other
hand, if you want a weekend of activity and exercise,
you have also come to the right place. We have two restaurants
overlooking the pool and the bay, a well-equipped workout
room, bicycles, two tennis courts and a golf course,
a complete water sports facility and a nature trail
to hike around the grounds.
`If you want
to get out and enjoy an active weekend, you have found
the perfect spot.'
Key Learning Point
The
resort staff is positive, upbeat and optimistic. His encouragement
would make us feel confident about the weekend. Our intentions
will be accomplished, desires fulfilled, goals and aspirations
will be achieved. This kind of service is motivation.
*
* *
Now let's
go one step higher. What if the staff and resort were
committed to truly outstanding service? They would have
looked at the guest history and known this was our very
first visit. They would have checked the arrival record
and seen that we came in from Singapore.
With a warm
manner and a genuine smile, the staff in the lobby might
have approached us like this:
`Hello, hello
and welcome. On behalf of all the staff, thank you for
choosing this resort for your weekend away from Singapore.
It will be our pleasure to serve you over the next few
days. We are truly delighted that you are here.'
Hearing these simple but heartfelt words, we would have
sighed deeply and relaxed. A weekend of comfort and
care would have begun.
Key Learning Point
This
kind of service creates connection with customers as people
_ beyond products, packages, pricing, policies and procedures.
It acknowledges the spirit we share and touches the place
in each of us that radiates with loving and light. I call
this inspiration. Implementation
> Education > Motivation > Inspiration
What level
of service do you provide?
Is your organization
focused on `getting the job done'? That's implementation.
Are you committed
to making your customers `information rich'? That's
education.
Do people feel more able and empowered after speaking
with your staff? We're talking motivation.
Are customers uplifted
by their interaction with your team? Do they feel better
about themselves, their businesses and their future? Now
that's inspiration.
Action Steps
The level of service you provide has an impact on your
image and your income. Find
out where you are right now and then - UP Your Service!
Next Article in Customer Service Measurements >>
Is Your Survey Worth My Time?
First Article in Customer Service Mindset >>
Leave This Place Better Than You Found It
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
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