Customer service focus of seminar
When times are tough, most businesses can be counted on to seek out innovative ways to cut expenses and improve revenues. On the other hand, some will search history to rediscover fundamentals that have pushed the growth of the industry or otherwise have helped it overcome economic challenges.
There are plenty of new high-tech responses to address the revenue side of the ledger, including increasingly inexpensive entertainment options. Technology is also available to help cut costs through better management of labor, utilities, inventory, serving sizes and cash.
But some good hospitality business fundamentals have no basis in technology. Rather, they rely on something as old as the human species itself: quality, satisfying human interaction, also known as "customer service."
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| Art LaGaly in Bozeman
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Art LaGaly, Fleetwood Gaming sales manager, is one of those fellows who does more than pay lip service to the concept. He studies it, learns about it, then teaches it.
LaGaly was in Bozeman at 8 a.m. on a brisk, slick morning in late March. At the invitation of Kathy Bushnell, he addressed about 20 employees of the Jackpot casino group centered in Bozeman and Belgrade.
While Bushnell acknowledged the importance of, and the emphasis placed on quality customer service in her company, she told the young, mostly female employees that it is "always good to have someone else's perspective on good customer service."
LaGaly told the group that quality customer service will simply do one thing: "Make your life better."
It will do so because it leads to more personal success on the job, more satisfaction from employers, job security, more enjoyable work lives and, most importantly, more income for both the employer and the employee.
With the right perspective, LaGaly said, workers will appreciate the great life experiences they are gaining through dealing with diverse people in diverse situations. The skills required to succeed in this environment will lead to success in any other working or professional environment encountered during a working lifetime.
"Do you want to own your own business?" LaGaly asked rhetorically. "You're doing that now. These customers are your customers. They pay your wages and tips, directly and indirectly providing your income. Yet your 'business' has virtually no overhead. The asset you bring to the business is your time and your abilities. Thus you personally have a big influence on your success and income."
"Ask yourself what are your personal aspirations. There are a tons of opportunities out there right now," he said. "There are more opportunities because quite a few people are doing a crappy job."
LaGaly question: Why do your customers frequent your place of business?
Answer from the crowd: To socialize; to see their friends.
Another answer, the one LaGaly was looking for: To feel good.
"But making a customer feel good requires consistency," LaGaly asserts. "Only a minority of hospitality businesses in Montana really work at customer service consistently." Therefore, by maintaining a focus on consistently high quality customer service, you can easily make your business one of distinction, better than your competitors, LaGaly told the workers. "And that always means an improvement in your own life. Your customers should be waiting for you to come on shift, looking forward to seeing you."
So, what do customers want and need? he asked.
Answers: Customers need to feel relaxed, comfortable; the atmosphere – heat, lighting, music – needs to be right; the place needs to be clean (LaGaly: "That's huge!"); customers need to feel safe and secure and have privacy if they want it; they should have the food and beverages they desire...
"What about fun promotions?" LaGaly asked. "What about rewarding the best customers?"
He was assured the Jackpot group runs a number of regular promotions including Ladies' Day, Jackpot Friday, Weekend Warrior and more. A players' club is an integral part of the operations.
LaGaly said these are all plusses, but that owners and workers should beware of allowing technology (automated players reward systems) to replace human interaction. "The customer wants to be recognized as a person, they want to be a part of your operation, your customer family," he said. "Get them involved in your promotions planning; heck, make that a promotion! Give out customer awards and certificates of appreciation. Run some promo related to weather, a secret word, a trivia question ..."
So, how do you greet customers? LaGaly asked. With a laugh, he said, "Do you say, 'Wassup'"? One says, "Hi, how are you. Weather stinks, eh?"
LaGaly says, "What's wrong with 'Welcome to the Jackpot'? We should all work on our personal expressiveness," he said. "Not enough do it. Project an upbeat and happy persona. Staying positive is everything. If you can stay positive, you can make a ton of money."
One workers said, "You should find out customers' names and use them," while another added, "Introduce yourself."
LaGaly said with enthusiasm, "Yes! They'll reciprocate. Shake their hand and don't let go until you get their name. Compliment them. Customers require and expect special treatment; they want the business to conform to their needs and desires. The main objective has to always be to give the customer a satisfactory experience.
"We've all had the experience where we became friends with someone we initially didn't like. Use their name; it creates a bond, a relationship. If a server is doing their best, most customers will respond by making the effort to get to know you.
"Always imagine a $20 bill stuck to the customer’s forehead, then be determined that you are going to get it by providing that satisfactory experience. This work generally pays very well but you have to earn it."
Bushnell interjected, "Our best customer, I can say if we take care of her, she really takes care of us."
LaGaly: "... and you can't ever, not once, take her for granted. Ask customers, 'What else can I do for you?' Tell them, 'We love having you come in here. We really appreciate you and your business.’"
A worker added: "Always say goodbye and thank them for coming in."
"Right," said LaGaly. "You don't want to be the industry standard. You must want to be a step above that. If your goal is to make more money, you must first be successful with delivering the best customer service, then you'll get the money."
Another worker said, "People want us to listen."
LaGaly: "Sure, some people need or want a therapist! It will help you to be aware of their personal lives and remember the information; get to know their likes personal preferences. You must enjoy customers and hope they enjoy you as much as you enjoy them.
"Work at making your work fun! Just try something different. Work is fun stuff, whereas your personal life can be real difficult, but a good job leads to a good personal life. Do something productive with a purpose. You'll be happy with yourself and will make others happy.
"You're on a stage; you are an actor. Your pay will be linked to your ability to entertain. Express your fun self. Take a risk; open up.
"To succeed, you're going to have to make a personal commitment to yourself to do some things differently, better than we do now. When you give to others, most will give back. Be a giver. If you don't give, if you're one of those who always takes, then you're selfish. Some people are afraid to give, for fear of not getting anything back. You must give because you want to with no expectation of getting anything back. But you will!
"I've heard some attendants say, and I've seen the attitude, 'I'm not going to kiss ass.' Well, I can tell you, ass kissing pays very well! But in reality, you must be sincere, humble, and place yourself and your needs below that of the customer's. With all sincerity, make it a point to tell your customers how special they are.
"How many of you work outside the business to recruit customers?" LaGaly asked. "You should! Pick the people you want to be customers. Prospect for them. Give out cards and coupons."
One employee in the audience mentioned a good customer at her establishment who was also a problem customer whose personal habits tend to drive off other good customers."
At this point Bushnell said, "We need to keep our quality atmosphere. Have your supervisor ask them to step outside. We need to explain how we value all our customers, but we can't value one to the exclusion and comfort and enjoyment of the others."
LaGaly: "Yes, controversy helps you learn diplomacy! Gain control of that customer right away. Put them in a situation where they are on your side and you're in charge. They will respect you. But these things need to be handled carefully or will result in a lot of bad public relations. Get on top of them right at the very beginning.
"And hiring quality employees helps attract quality customers, too."
"In five years this business will be completely different: different technology, owners, games .... We just need to be sure we are different first! The games will need to be more interactive, but it is the pure social aspects that will win out. Machines can't provide that.
"And remember: there are no second chances when it comes to poor customer service. You can beat almost anyone with exceptional customer service. Tips are not an entitlement; they are a gift. Earn it!"