What are the five aspects of guests' demand for catering service quality?

Guests' demand for catering service quality can be considered from the perspective of catering enterprises: learn to serve moderately!

The real service is carefully designed according to the needs of customers. By systematically analyzing customers' consumption behavior, we can find customers' actual service needs, and then provide targeted services. In other words, services are available only when necessary. The service aimed at demand is good service, otherwise it is redundant service. Redundant service is essentially a kind of interference.

The service standards compiled by some catering enterprises are based on the study of customer psychology and the leading idea of improving service level, which is worthy of recognition. However, the design of some service models is very complicated. For example, the waiter has an "opening remark" when preparing to serve; When serving food for guests, there are auspicious honorifics; When the signature dishes are served, there are allusions and celebrity poems; When the guests leave, there is a farewell greeting. This kind of service turns the waiter into a "chatterbox", and it is really unnecessary to talk from beginning to end, occupying the communication time between guests.

Excellent service should make customers feel the presence of waiters, but they can enjoy the convenience of service at any time. If the waiter becomes the "host" of the banquet and the guest who holds the banquet becomes a supporting role, such service will not satisfy the guests. The door-to-door service procedure should not be too cumbersome. Serving for the sake of service, without stopping a large section of guests to eat and communicate, is bound to arouse guests' disgust. Advocating moderate service is to highlight the "host" status of guests and do a good job in giving up their seats, asking for tea, ordering food, pouring wine, serving food, cleaning, seeing them off and receiving them well. Expanding the service function not only increases the workload of waiters, but also makes the service work a show and a mere formality, which reduces the service effect.

Good catering service should be that customers can enjoy the service anytime and anywhere without feeling the existence of the service. The waiter is not the protagonist of the banquet, not even a supporting role, but an extra actor at best. In the whole service process, he should highlight the identity of the guests, arouse their emotions, and let them enjoy the service and feel comfortable. Although eye clothes, hand clothes and foot clothes are commonplace, they are practical and should be instilled as the basic requirements of an excellent waiter.

When guests go to a restaurant to eat, it is a big deal to communicate with each other, and they will not care too much about the waiter's catwalk performance. After all, the waiter's duty is to serve, not to show off, but to make customers feel comfortable and happy during the meal. The lack of service is not good, and the service is complicated. Catering enterprises should reasonably design service processes according to the actual needs of target customers, so as to make customers truly satisfied.

Some catering enterprises do not pay attention to form and substance when designing service procedures, which are well received by customers. During the service, the waiter listened carefully to the customer's conversation, found the service demand, such as seeking medical advice, train time, temperature change, expressway mileage, route guidance, local snacks, tastes and preferences, scenic spots, etc., and tried his best to help customers solve difficult problems. This kind of service often exceeds guests' expectations, which makes them very grateful and full of praise when they leave.

The service of Haidilao can be summed up in 16 words: responsive, meticulous, thoughtful and amiable.

Be responsive, that is, when the customer has any questions to the Haidilao waiter, the Haidilao waiter needs to promise at the first time, try his best to solve them and feed back the results to the customer. The key here, first of all, is that the waiter must promise and make efforts, so that he will not refuse immediately without thinking, nor will he make customers feel that the waiter is perfunctory.

Meticulousness is the extension of reaction ability. In the face of any small matter, the waiter should pay full attention to it, so that customers can easily experience that they are valued.

Asking questions is not "empty talk", but the waiter's heartfelt concern and help. Everyone's heart needs care, as long as this kind of care comes just right.

Small favors and small benefits. I guess people in Haidilao must hate this sentence, but please forgive me, I really can't find a more accurate word to describe the many free services in Haidilao. For the convenience of narration, please be wronged by Haidilao people. There are many free services in Haidilao, but no one can fully experience them. Anyway, it's good to dazzle customers. This is the consumer psychology of customers. It is enough to know that the restaurant has such service. Whether you are willing to spend time in line is your choice, but your heart is satisfied.

This kind of 16 can basically explain the value-added service of Haidilao.

But in terms of service details, there are several links that need to be carefully considered.

Haidilao's service starts from the parking lot. When customers enter the parking lot of Haidilao, there will be a Haidilao door to meet them and guide them into the elevator leading to Haidilao. Under normal circumstances, there are people waiting at the elevator entrance, and continue to introduce customers into the waiting area or dining area.

The equipotential zone is specially designed consciously to make customers have consumption expectations. Many free services can not only consume the trouble of waiting, but also generate trust in the service of Haidilao. By the time customers can survive the long wait, they have lost their thorough judgment on the price level.

As soon as we entered the dining area, the waiter in Haidilao gave a hearty answer like an iced watermelon in the dog days, making customers feel comfortable "no" and "no", responsive and meticulous, and at this time, they played their best. It is the basic skill of Haidilao waiters not to dispute, block or be hypocritical.

The service innovation of Haidilao is eye-catching, which is an "amazing move" that many traditional catering people dare not imagine: waiters can "jog and take a walk" in the restaurant, but they must never wander around slowly. You know that. I don't know when it started. The teaching materials of catering service in China require the waiters to walk in small steps, with dignity and elegance. However, Haidilao waiters and food delivery students began to run in the restaurant, and customers did not resent it, but applauded.

The dancing that always attracts customers' amazement, the free hot towel for 4-6 times per meal, the waiter's right hand raised immediately after hearing the customer's cry, and the smooth movements of the students who handed the vegetables when they left the scene constitute a dynamic picture of underwater fishing service.

Especially the reminder in the women's toilet in Haidilao: If you are caught in those inconvenient days and need help, please contact our cleaning staff.

Also, next to the toilet seat, two rolls of toilet paper are prepared for the convenience of customers. Such thoughtfulness can only be achieved by high-star hotels, and Haidilao has implemented such services.

Three hard indicators of service

There are three hard indicators to measure the service of catering industry, namely service standard, service speed and service accuracy. To sum up, it is to provide customers with detailed services quickly and steadily with standard service actions, so that customers can experience warmth and professionalism in consumption. If you can do these three things, you are fully qualified for the zero-point service in the restaurant.

Now everyone advocates differentiated services. What is differentiated service?

The so-called differentiated service is another name for high-quality personalized service, which can also be called value-added service. No matter how it is called, its essence is to meet the reasonable personalized needs of customers and make them happy and satisfied. Differentiated services are not contradictory to the basic services we are talking about here. Differentiated service is to meet individual needs on the basis of basic services; Basic service is the basic skill of service, and it is the preparation and foreshadowing of differentiated service. Differentiated service is not mysterious, but more importantly, it is the guidance of a service concept.

Many operators of catering enterprises are too extravagant in pursuing service mode, forgetting the function of catering service and always asking waiters to make all kinds of "disgusting" actions, which is really not worth the candle. When I train service personnel for enterprises, I often ask them to contact repeatedly on several simple actions to be standard, fast and accurate. In a very short time, the progress of the waiters exceeded the imagination of some "old restaurants". Refining catering service into a skill that only immortals can learn is a so-called profit trap set by experts in order to seek high training fees, which is difficult to apply in catering practice. It should be pointed out that hypocrisy is not a service.

Excellent performance comes from strict training.

For example, the waiter's standing training requires a porcelain plate on his head and standing against the wall for 4 hours every day. His head is straight and his chest is very stable. At the end of the week, everyone was full of energy and high spirits. For example, the popular practice in the industry is very effective: put a brick on the tray and support it horizontally with one hand for 30 minutes each time, 6 times a day. 10 days later, it also shows that standing like a pine, sitting like a clock, and a tiger is powerful. For example, when talking, the waiter needs to stand on the chair and shout out the news of interest in the newspaper for one hour at a time, twice a day. 10 days, clear thinking, free expression, dignified appearance and quick answer. For example, the table service training requires the waiter to repeat the drill according to the preset 10 link until he is proficient. Without such training, how can we ensure standard, fast and accurate?

Excellent basic service level also lies in the words and deeds of grassroots managers. Grass-roots managers have a great responsibility, not only to do all the preparatory work carefully, but also to play a key role and lead employees to stand well in each shift. Employees' mental state is not good, which may be brought to work. Grass-roots managers should also play the roles of "big brother" and "big sister", communicate patiently and solve problems. Although they are children themselves (many of their peers are in college classes at this time), they shoulder the heavy responsibility of the enterprise prematurely and become the backbone of the waiters.

From the perspective of touching customers, the connotation of catering service should include two contents!

First, regular services. That is to say, it includes gfd, decent and comfortable manners, natural and skilled skills, and the understanding and coping ability of the waiter's basic skills. These four aspects are necessary training courses for catering services, which can meet the needs of catering enterprises to provide simple services for their guests.

Second, value-added services. In the process of providing banquet services for customers, on-site service personnel should not only provide routine services, but also put themselves in the guest's shoes according to the state of the banquet process, find out the customer's needs in time, and provide more moderate unprofitable help, so as to impress customers and retain more first-time customers.

Considering the reputation of catering brands, conventional service is a basic procedural service, which can leave a unified impression on customers, but it is difficult to shorten the distance between enterprises and customers. What really makes customers linger for continuous consumption is the value-added service that the waiter quietly touches the customer's heartstrings. Summarizing the work experience of outstanding waiters in the past, the value-added service of catering can be specifically summarized as the following five ways:

1, butler service

Within ten minutes of the guests' arrival, they can accurately identify the guests and shout their names. With the thoughtfulness and carefulness of the housekeeper, we put ourselves in the position of helping the Lord to accompany the guests to take care of other guests and improve the value of the guests. It is necessary to avoid using rigid honorifics such as "sir" and "madam" all the time, causing the guests' unhappiness.

2. Family services

When customers who are constantly moving enter the store for consumption, the service staff will launch the disabled tricycle for customers at the first time; When the customer is drunk and vomits, the service personnel should help the customer clean clothes or send cold boiled water to make the customer return to normal as soon as possible. If possible, male colleagues should be invited to help send the guests back to their homes; When the button on the customer's clothes drops, take out the free sewing kit to the customer immediately; When customers are found to be sick during meals, they should immediately prepare corresponding medicines for them, and help them take or wrap them with their consent. ...

3. Advisory bodies

If customers ask each other about the departure time of the train, the service personnel should immediately take out the local passenger train timetable. If the customer travels by car, the service staff can inform the front desk staff to inquire about the travel time, ticket price and pre-sale on his behalf, and inform the customer after repeated verification.

When a customer holds a celebration in a hotel, the service staff should help the customer collect and sort out relevant video materials, make them into DVD or photo slide discs, and play them live. This kind of value-added service close to zero cost can greatly please customers and obtain very high satisfaction.

No one will ignore the special status of waiters because they are young. More often, customers feel almost dependent on service personnel. Waiters know a lot, and they can be good advisers to customers in ordering food, nutrition, tour guide and even business and emotion, and customers are often grateful.

4. Situational service

When the client holds a birthday party, the service staff will take the opportunity to deliver cakes. Four girls light red candles and March in, singing "Happy Birthday" softly, which plays a good role as an appetizer.

5. Babysitting service

When the host and guests are flooded with wine, when they are looking for reinforcements everywhere, smart service personnel can quietly turn white wine into mineral water, which will create a loyal customer for the hotel. However, if this move is discovered by other guests, the consequences of the service staff will be miserable, so we must be cautious.

Children often cry. If we can find toys suitable for them in time, we will win the favor of our parents more than discounts after meals.

The goal of value-added service is to "touch customers". Summarizing the trend of catering business competition strategy since the reform and opening up, it can be roughly summarized as such a development path: in the 1980 s, catering competition was mainly about fighting for experience. Facing the novice who has just entered the market economy, a large number of time-honored restaurants in the state-owned catering department occupy an innate advantage and gain the initiative in management with unique experience; The catering competition in the 1990s was specialized. Self-employed individuals who jumped into the sea one after another set up procurement, management and communication, got up early and got greedy for the black, and dug up the first bucket of gold with the double expenditure of energy and physical strength; At the turn of the century, fighting is a decoration. Big hotels, big fishing ports, ecological parks, seafood supermarkets and other big MAC catering modes have all squeezed into the catering market, and whoever is big and luxurious will have a hot business. In recent years, with a number of big MAC restaurants in debt, catering competition has gradually returned to the essence of management, and the view of winning service has been deeply rooted in the hearts of the people. Value-added services have been favored by more and more catering operators. The waiters brainstorm and innovate constantly, which makes the content of value-added services richer and richer, the skills higher and higher, and the effect more and more obvious. Value-added service has become a watershed between brand catering and non-brand catering.

Value-added service is a good thing. In the process of implementation, we need to solve the following three problems:

The first is the basic quality of employees. Employees of catering enterprises come from all directions, with different educational levels and qualities. How to make employees agree with the business philosophy of the enterprise and consciously abide by the rules and regulations is a difficult problem faced by enterprise managers. Although the system is good and no one does it, the crooked monk mispronounced the scriptures. After all, value-added services are realized by people.

The second is the standard of assessment. What kind of service is value-added service? To what extent is the value-added service qualified? Can the value-added services provided by employees be recognized by customers? How does value-added service form a routine? If employees are vague about the concept of value-added services, the implementation of value-added services will inevitably be discounted.

The third is the recognition of value-added service performance. Some successful catering enterprises require employees to write two articles every week to record their deeds of providing value-added services to customers, and conduct a big appraisal in the whole store every month to commend outstanding individuals with outstanding deeds, which has achieved good results.

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