As we promised in an earlier entry, here we continue reviewing the remaining five worst customer service practices shared by Micah Solomon, customer service expert and contributor for Forbes Entrepreneurs, in his article “The 10 All-time worst customer service practices” No more intros, let’s go directly to business:
- 6 Worst Practice: Failing to understand the value of time of your customer. As he states clearly, in a restaurant, waiting times are a critical key performance indicator evaluated by customers. Taking too much time to take an order, for example, will dramatically reduce the expectations of your customers, and thus satisfaction. Keep in mind always the following sentence stated by Solomon: “Remember: a perfect product, delivered late, is a defect”.We all know there will be days where there will be a huge demand, which might generate that your customer service staff will not be able to handle it. However, even in a situation like this, there are actions that could be done and that might restore, a bit, the customer satisfaction:
- Apologize in advance for the extended waiting times when the customer sits and before taking the order, and promise that they will be served as soon as it is possible.
- Your waitresses and waiters must be constantly keeping an eye on their respective tables and tracking the orders.
- Everything starts with you, business owner. You must transmit them the sense of serving properly.
- 7 Worst Practice: Misunderstanding the meaning of money. We all agree when he states that money means different things to different customers. Also it can even mean different things for the same customer, in different moments or circumstances. Money is a very symbolic thing.Restaurant owner, take a pen and piece of paper and write down the following equation given by Micah. You should have it clear as is something you need to watch out for:Small amount of money + unfair circumstances = big customer problem which at the same time means this customer is not coming back.A suggestion from our side: You should adjust the way you perceive money to what your customer might think, and always ensure an excellent customer service. At the end, if the food tastes good and the service was very good, the customer is more willing to go away with a good taste of mouth regardless the price charged.
- 8 Worst Practice: Discriminating your advertising by channels. Why would you give away gift cards for only purchases on the WEB, or discounts only for those who assist your restaurant? Integrate all your strategies to both traditional and online channels so you get the best of both.A smart idea usually used by some restaurants is to give special discount for those that booked from the webpage in specific events. As simple like this, you take advantage of the strong visibility of the Internet by driving visitors of your webpage directly to your restaurant.
- 9 Worst Practice: Not caring when something goes wrong. An unsatisfied customer will multiply their dissatisfaction and deliver a negative message from your restaurant too their social spheres way faster than a satisfied customer. So you should really act when something goes wrong.For instance, you should have a plan to be executed when an unfavorable circumstance takes place in order to recover and try to restore their satisfaction. Do not worry in case they do not value at first, when time passes and the angry customer calms down, he or she will re-think all the situation and at the end it will recognize what your restaurant did to fix the damage, and, in some cases, he or she will even feel a little bit ashamed for themselves.Think about a special discount, or one dish is free as an apology for the inconvenient, as some ideas to generate plans to not let this unfavorable situation affect your restaurant.
- 10 Worst Practice: Not paying enough attention to the beginning and end of the customer experience in your restaurant. As Micah states, you should pay special attention to these two stages of the customer experience in your restaurant. The beginning is important as it is the moment where the customer has the very first impression. And the end is critical as it is the closure of the customer experience, and it is also important as everything could have been working fine and then at the end something bad happens and the customer satisfaction drops.Think about how could you improve the customer service at this specific two stages, as these are the two moments the customer is going to remember the most.
Well with this we close the 10 worst customer service practices described by the expert in customer service Micah Solomon. If you want to go further on this topic do not forget to check his article on Forbes.