A Tale of Two Eateries ...it's not just about the food!

By Ed Drozda, MBA

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It's no secret that I value customer service. If asked, I would surely weight customer service as being of greater importance than product, environment and value with only quality being an equal. On a recent business trip my wife and I had occasion to observe the extremes of customer service and we were reminded just how much weight it carries.

First stop- a road-side lunch… at a newly opened sports bar. Less than one week since opening, this place was in immaculate shape; smelled like a new car and shined like a state troopers boots. The staff however was not prepared for the opening. Settling on chicken wings (which by the way we’re superb) we figured we’d be back on the road in no time. After 1.5 hours (as we prepared to walk out) our wings were delivered. The terse explanation was that the kitchen was backed up. I admit we should have spoken up sooner (that is, if we had gone in search of someone, because our server was dodging us and most of the others in her section). Frankly, I think we were simply stunned.

The following night we went to a family owned neighborhood restaurant. We were greeted by the owner as we entered our dinner restaurant; he made us feel right at home. Our surroundings were pleasant and cheerful and we were seated adjacent to a few large groups that were obviously pleased with their decision to be there. Our server promptly handled the necessities along with a hefty dose of personality and fun. A short time later the owner introduced our neighboring diners to the Chef; they had expressed their delight in the food and the owner was proud to introduce them to the source of their joy. All in all, great food served with warmth, enthusiasm and fun.

Two dining scenarios; in each case very good food, one brand new location, the other ‘lived in cozy’. The glaring difference- customer service. Not merely the provision of it but the value attached to it. Customer service gets a lot of attention; we have training programs devoted to it and we insist that our employees provide it unerringly. But do we truly value it or is it something we do because we figure “it’s the right thing to do?”

In the case of our roadside stop we encountered a business that appeared to be under pressure to open. There was little evidence that management placed much emphasis on customer service. (By the way when I think of customers I think of both our employees and our clients.) Perhaps if our server was a bit more seasoned, she’d have been more concerned with our needs but as the kitchen backed up I imagine she found herself before a lot of irate clients and lacking adequate sensitivity she chose to avoid us. The bottom line is it didn’t work. In fact we were not the only ones that nearly walked out before receiving their food.

The second night was totally different from the start. The owner possessed considerable pride for his restaurant and his staff. His warm greeting and the engaging nature of all members of his staff was sincere and heart-felt. What was a very fine dining experience became a memorable occasion.

Our customers know when they are being treated well and they not only appreciate it, they’re looking for it. Often it’s the only difference between a mediocre experience and a loyal, long-term relationship. What can YOU do to make it happen?

· First, we must truly value the experience that customers receive when they do business with us (there is no amount of training that can modify our state of mind; if we don’t value our customers we cannot deliver sincere customer service. Period!)
· We select our employees based upon the compatibility of our values (if they don’t value the customer experience they won’t be good additions to our team.)
· We practice what we preach; we treat all of our customers with the respect and appreciation they deserve. Believe it or not, good will is contagious.
· Finally, we never tire of listening to and observing our customers; they are what keeps our businesses going. Who better to learn from?

What would your customers say about your business? Are they thinking of walking out before being served or planning a return visit before the soup has begun to cool?
If you focus on the value of your customers as much as you do on the quality of your business, you can be sure they’ll be coming back for more. And they’re going to bring their friends with them too!