How Can I Communicate the Customer Service Message to My Employees?
Question: "I know customer service is really important
for my business to succeed. What can I do with my employees to communicate
this message?"
My advice is to study businesses that excel in customer service and
modify their procedures to fit your business. Since I spent a decade
of my life working in the hotel business, I have always been fascinated
by the Ritz-Carlton. They are known around the world for their customer
service. So when I found out that my husband had a meeting scheduled
at the Ritz-Carlton in Cancun, Mexico, I just had to tag along and
check out the customer service for myself. Of course, I solely went
to observe and research customer service. I had no intention of enjoying
the beautiful beaches, the authentic Mexican cuisine or the awesome
coral reefs. When we arrived, we were genuinely welcomed, and the
staff performed to my high expectations. Doing a little research,
I later found that it was the practice of the hotel that every employee
carries a card that includes the company's mission statement, credo,
three steps of service and the Ritz-Carlton Basics. I thought I would
share part of this with you:
Three Steps of Service
- A warm and sincere greeting. Use the guest name if and when
possible.
- Anticipation and compliance with guest needs.
- A fond farewell. Give them a warm goodbye and use their name
when possible.
The Ritz-Carlton Basics
- The credo will be known, owned and energized by all employees.
- We are ladies and gentlemen serving ladies and gentlemen.
- The three steps of service shall be practiced by all employees.
- Smile. We are on stage. Always maintain positive eye contact.
- Use the proper vocabulary with guests. Eliminate hello, hi,
okay, and folks.
- Uncompromising levels of cleanliness are the responsibility
of every employee.
- Create a positive work environment. Practice teamwork and lateral
service.
- Be an ambassador of the hotel inside and outside of the workplace.
Always talk positively, no negative comments.
- Any employee who receives a complaint owns the complaint. (Resolve
it).
- Instant guest pacification will be insured by all. Respond
to guest wishes within 10 minutes of the request. Follow-up with
a phone call within 20 minutes of the request to ensure their
satisfaction.
- Use guest incident action forms to communicate guest problems
to fellow employees and managers. This will help ensure that our
guests are never forgotten.
- Escort guests rather than pointing out directions to another
area of the hotel.
- Be knowledgeable of hotel information to answer guest inquiries
- Use proper telephone etiquette. Answer within two rings and
with a smile. Ask permission to put a caller on hold. Do not screen
calls. Eliminate call transfers whenever possible.
- Recommend the hotel's food and beverage outlets prior to outside
facilities.
- Uniforms are to be immaculate. Wear proper footwear clean and
polished and your correct nametag.
- Ensure all employees know their roles during emergency situations
and are aware of procedures. Practice fire and safety procedures
monthly.
- Notify your supervisor immediately of hazards, injuries, equipment
or assistance needs you have.
- Practice energy conservation and proper maintenance and repair
of hotel property and equipment.
- Protecting the assets of the Ritz Carlton Hotel is the responsibility
of all employees.
How you recruit hire and train should be a system. You need to manage
the process. Your business is a school for your employees, so take
responsibility for the integrity and curriculum of your school. Even
a very small scale business can implement procedures and training
that mirror what heavy hitters like the Ritz-Carlton do to educate
their employees on customer service.
Authored by: Jeanne Dau, Director, Chillicothe
Satellite Center, Missouri Small Business Development Centers
Date Reviewed: 3/23/01
