During a client meeting this week to discuss customer service training in the hospitality sector, the client operations manager was keen to be involved. The conversation turned to the importance of customer service policies as well as customer service training, and the need to have appropriate policies which did not have a negative impact on the customer.
We discussed how to deal with a diner who has a customer complaint. Many restaurants and hotels in their eagerness to satisfy customer care commitments will waive the entire dinner bill if a customer complaint is made. But is this the right thing to do from the customer’s perspective?
My client made the point that if a customer sits down to dine in a restaurant they usually can afford it, otherwise they wouldn’t be there, and no doubt in most cases, the customer is looking forward to enjoying the meal. If however they are disappointed, does wiping out the bill suddenly make it alright? Does it maintain customer loyalty and will the customer trust to repeat the experience and return? Many customers find this over the top and completely unnecessary. Some customers would find it embarrassing, particularly if the discussion with the head waiter was within ear shot of other diners. Would you return to the restaurant? I wouldn’t for several reasons:
- Could I trust the food or service was going to be any better
- If I honestly had cause for complaint again, would I feel in a position to do so
- I would be concerned for my own reputation and whether restaurant staff thought I was after a feel meal
- On occasions I would like to give feedback on a meal and I wouldn’t feel right to do that in case it was misconstrued as a complaint
Restaurants and hotels also need to consider whether the good old fashion apology is being overlooked in the rush to please. A heart felt, empathetic apology can go a long way and, in my view maintain customer loyalty better without the emotional baggage of feeling like a scrounger. Like we have heard said ‘there is no such thing as a free lunch’.
By Kasmin Cooney OBE | Righttrack’s Managing Director
PS Take a look at Righttrack’s established customer service training programmes