Hospitality Operations AnalysisCh 03: The Human Side of Personal Elements

Dr. Edward A. MerrittThe Collins Endowed Chair of

ManagementCalifornia State University (Cal Poly

Pomona)

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Objective Service Elements

• Procedural• Personal

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The Human Side of Delivery

Leading service management:• 8 Personal Elements• Objective System

• Define• State a benchmark (service standard)• Observe the actual and summarize relative

to benchmark• Two individual strengths (benchmark)• Two individual weaknesses (benchmark)

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Four Customer Needs

1. To be understood2. To feel welcome3. To feel comfortable4. To feel important

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Consider

• Hire warm people, teach them hospitality

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8 Personal Elements

1. Attitude, Body Language

2. Attitude, Tone of voice

3. Tact4. Attentiveness

5. Naming names6. Guidance7. Selling skills8. Gracious

problem solving

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1. Attitude, Body Language• Definition: Attitudes are communicated

through body language. Facial expressions, eye contact, and smiles communicate attitude

• Benchmark (What): Servers are smiling. Servers make eye contact when speaking

• Actual (How): Servers were consistently good at smiling and making eye contact

• 2 Strengths (individual instances)• 2 Weaknesses (individual instances)

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Body Language

• Eyes• Mouth• Posture• Gestures• Grooming

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2. Attitude, Tone of Voice• Definition: Often, tone of voice

communicates more of the “real” message than the actual words. Quality service requires an open, friendly, and relaxed manner of communication.

• Benchmark: Servers speak in an up-beat, energized tone

• Actual: Servers used a monotone as if having memorized a script—robotic and boring

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Voice Tone

• Friendly or unfriendly• Energy level• Amount of warmth• Showing concern

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Consider

• Attitudes are caught, not taught

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Attitude Metamorphosis

• Emotional labor• Managing is difficult

• Contact overload• Too much interaction

• Physical exertion• Hours and standing

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3. Tact

• Definition: Knowing the right thing to say or what not to say under different circumstances

• Benchmark: Servers use please, thank you, and compliment guest selections

• Actual: Server told one guest that he was too fat to order dessert

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Tact

• Saying the right thing• Polite language• Meet customer needs

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4. Attentiveness

• Definition: Attentive service providers are tuned in to the human needs of their guests and treat them as people, not “covers”

• Benchmark: Special occasions are noted and guests are surprised with something extra

• Actual: Server comped dessert and coffee as this was an anniversary

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Attentiveness

• Story: Five Iced Teas• Five straws• Five lemon wedges• Five iced tea spoons

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Do

• Wow the guest• Read the guest• Empathize with the guest• Help the guest (take them)• Be knowledgeable

• Products• Procedures• Resources

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5. Naming Names

• Definition: Use of customers’ names reflects a personal caring and communicates respect for them as individuals

• Benchmark: All guests are called by name at least three times during dining

• Actual: Name was taken by seater, yet server did not use name at any time—even after credit card receipt run

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Use Names

• Use the system• Pick up from reservation or up next• Pick up from credit card

• People enjoy hearing their name being used

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6. Guidance• Definition: Providing help to customers

who are indecisive or confused is a way of showing concern for them as customers. This requires knowledge of the products and services they are providing

• Benchmark: Servers are able to answer questions and able to suggest favorite items

• Actual: One guest was indecisive; server suggested the special as being her favorite item on the menu—and at a bargain price

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7. Selling Skills

• Definition: Quality service providers see themselves as sales reps whose job it is to expand guests’ awareness of products and services

• Benchmark: Servers offer specific appetizer and desserts at appropriate times. Servers suggest favorite items

• Actual: Server suggested wines (by the glass) to complement courses—nice!

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Get the SaleOrder of events and example dialogue:1. Expand awareness

• “We feature fresh flounder tonight from Florida”

2. Explain features• “Light fish, flown in today, broiled w/ lemon &

capers”

3. Describe benefits• “Delicious tasting, flaky, just 250 calories”

4. Ask for the order• “Would you like to order the broiled flounder?”

5. Compliment the choice• “Excellent choice. Guests are raving about it”

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8. Gracious Problem Solving

• Definition: Customers’ problems or complaints should always be handled calmly, smoothly, and tactfully

• Benchmark: All complaining guests leave happy

• Actual: Server apologized and comped a steak after it had to be re-done two times

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Gracious Problem Solving

• Remain cool and calm• The customer is right• Focus on the problem, not the

person• Continue to provide excellent

service

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Do Not

• Make excuses• Argue• Criticize • Challenge • Ignore • Let the problem get out of

proportion

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Responding to a Complaint

• Listen• Repeat

(paraphrase)• Apologize• Acknowledge

feelings• Explain action• Thank

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Personal Elements

• End of Chapter 03