Service can be defined as the help or work that is done to meet the needs and expectations of customers.
It is a crucial part of the guest experience, where the focus is on the interaction between the supplier and guest.
In a world where products and prices can often be copied, it is service that makes the difference. It's about creating an experience that is so valuable that it becomes a product in itself. Service is an investment in guest loyalty and growth.
Studies show that companies that lead in guest services see higher than average guest satisfaction numbers and have higher revenues.
When we break down service into its basic components, we identify the critical aspects that together create an exceptional guest experience.
Attitude
Definition:
The attitude of the service staff, which reflects their attitude and enthusiasm to help customers.
Meaning:
A positive and friendly attitude is often the first thing the customer encounters and can set the tone for the entire customer experience. It directly affects the customer's perception and feelings towards the company.
Implementation:
Training and motivation of staff to always approach customers with a helpful and positive attitude.
Attitude: Mirror neurons
Mirror neurons are a type of nerve cell that are activated both when an individual performs a specific action and when they observe someone else perform the same action. These neurons allow us to understand and feel connected to other people by creating a kind of internal image of their actions, feelings and intentions. Studies in neuroscience have shown that mirror neurons are essential for our ability to empathize, to learn by imitation, and for social interaction.
Service and the guest meeting: In the service industry, the guest's experience is of utmost importance. Providing a positive and professional service experience is essential to creating loyal customers and building a good reputation for the business.
Here are some reasons why it is important for the staff to have a good attitude in the guest meeting, related to mirror neurons:
Mirror neurons and positive atmosphere: When the staff shows a positive attitude and enthusiasm, guests tend to reflect this feeling and feel welcome and comfortable. Positivity is contagious, and by showing a good attitude, staff can help create a positive atmosphere that guests will appreciate and want to return to.
Empathy and understanding: By showing empathy and understanding of the guests' needs and wishes, the staff can create a stronger connection with them. When staff demonstrate that they care about guests' well-being and strive to meet their needs, this can lead to increased customer satisfaction and loyalty.
Professional treatment: Having a good attitude in the guest meeting is an important part of delivering a professional service. When staff are friendly, helpful and attentive, they give a positive impression of the business and help create a memorable experience for guests.
In summary, mirror neurons play an important role in how we understand and relate to other people, which makes it crucial for service industry staff to display a positive and professional attitude when meeting guests. By understanding how mirror neurons work, staff can create a positive atmosphere, show empathy and understanding, and deliver a high-quality service that leads to increased customer satisfaction and loyalty.
Adaptation
Definition:
The ability to tailor the service based on individual customer needs and preferences.
Meaning:
Customization shows that the company values the customer as an individual, which can increase customer satisfaction and loyalty.
Implementation:
Using customer data and feedback to understand and anticipate customer needs and preferences, and tailor service accordingly.
Responsiveness
Definition:
The speed and efficiency of responding to customer requests, needs or problems.
Meaning:
Quick response shows that the company cares about the customer's time and is committed to solving their problems.Implementation:
Put in place clear processes and training to ensure staff can quickly identify and deal with customer enquiries.
Reliability
Definition:
The ability to consistently deliver the promised level of service and meet customer expectations.
Meaning:
Reliability builds trust and assures the customer that they can rely on the company's products and services.
Implementation:
Maintain high standards of service quality and continuously monitor and evaluate service delivery to ensure consistency.
Professionalism
Definition:
Demonstrate expertise, competence and respect in all customer interactions.
Meaning:
Professionalism strengthens the company's credibility and the customer's confidence in the company's ability to deliver quality service.
Implementation:
Maintain high standards of service quality and continuously monitor and evaluate service delivery to ensure consistency.
Ongoing training and development of staff to ensure they have the necessary knowledge and skills, and encourage respectful treatment of all customers.
Availability
Definition:
Availability in this context refers to the staff's ability to be present, attentive and ready to assist customers in a proactive and positive manner. It is about the staff being visible, accessible and easily accessible to the guests, showing openness through body language and communication, and being able to quickly identify and meet the customers' needs.
Meaning:
A high degree of staff availability strengthens the guest experience by creating a feeling of welcome and warmth. It contributes to customers feeling valued and seen, which in turn can lead to increased customer satisfaction and loyalty. Staff accessibility is key to creating a positive and memorable service experience that encourages repeat visits and positive recommendations.
Implementation:
- Visibility and positioning:
Train the staff to position themselves where they can be most easily seen and reached by customers. This could mean strategic locations in a restaurant or lobby, or using an "invisible cross" where staff should always stand to maximize their visibility. - Body language and openness:
Staff should be trained to use open body language, including maintaining eye contact, smiling, and using other gestures that signal availability and willingness to help. Posture should be inviting and attentive, showing that staff are ready to engage with customers. - Proactivity and attention:
Encourage staff to be proactive in their service, by observing customer needs and acting without waiting to be asked. This includes offering assistance, answering questions, and providing recommendations before, during, and after customer interactions. - Communication and voice mode:
Train staff in effective communication, including using a friendly and inviting tone of voice, clear and concise language, and adapting their speech to the situation. Staff should also learn to listen actively and confirm that they understand the customer's wishes or problems. - Quick and efficient responses:
Ensure that staff can offer quick and efficient responses to customer inquiries, both in person and over the phone. This means minimizing the amount of time the customer is 'passed around' or waiting for help, as well as having a system in place to handle inquiries efficiently.
By focusing on these aspects of staff availability, you can create a service environment that not only meets but exceeds customer expectations, which in turn can lead to a stronger and more positive brand perception.
The importance of first impressions
First impressions are crucial in all interactions and can have a long-lasting impact on the customer's overall experience.
It only takes a few seconds for a person to form a first impression, and this impression can be difficult to change.
Here are some examples of how first impressions can play a big role in different contexts and influence the customer's perception and loyalty.
Restaurant
When customers enter a restaurant for the first time, their perception is influenced by several factors: the cleanliness in the room, how they welcomed by the staff and the atmosphere.
If a guest is greeted with a warm welcome and sees a well-kept environment, one is created positive first impression which lays the foundation for the rest of the experience. A negative first impression, on the other hand, like being ignored or seeing dirty tables, can be difficult to recover from, regardless of the quality of the food.
Retail
In a store, the first impression can be about how well organized the store is, how the products are presented, and the initial interaction with staff.
A store that is clean, well organized and has friendly, helpful staff can instantly create one Trust at the customer.
It can also make the customer feel more comfortable and open to exploring the store and ultimately making one or more purchases.
Online Service
For websites and apps, first impressions are equally important. It's about loading time, the aesthetics of the design, and the intuitiveness of the user interface.
A website that is fast to load and easy to navigate can instantly create a positive experience.
However, a slow, cluttered, or complicated website can discourage visitors from exploring further or making a purchase.
The service industry
In the service industry, such as in hotels or airlines, the first impression can be about how well the staff handles the check-in or boarding process.
A fast, efficient and friendly process can set the tone for the entire customer experience, while a slow and frustrating process can leave the customer feeling irritated even before the service has actually started.
First Impression Last
In all these examples, it is clear that first impressions have a profound effect on the customer's experience and can influence their decision to return or recommend the service to others.
Investing time and resources in ensuring a positive first impression is therefore critical to long-term success and customer satisfaction.
This means paying attention to details, from cleanliness and organization to customer service and ease of use, to create a welcoming and positive start to the customer's journey.