The best service model for restaurants and hotels

Chapter 11 To make customers satisfied, let them move (1)
Most excellent catering hotels have done a little more than their peers in value-added services.It is precisely this point that has won a large number of repeat customers.In other words, in the catering and hotel industry, the services provided should not only satisfy customers, but also move them.How can we impress customers?In my opinion, personal service wins everything.

[-]. Implement "do a little more than others"

The key reason why Haidilao's value-added services can impress customers is that Haidilao always does a little more than other restaurants and hotels.This kind of difference always makes customers feel that they are very attentive.Impressing customers is actually very easy, just do a little more than others.

So, what kind of inspiration does Haidilao's value-added services bring to you?What places are worth learning from?What did Haidilao do?Can you do it too?
1.Highlight the value of free add-on products and services

Haidilao can win customers with a lot of value-added services, and your hotel can do the same.But here's the key -- free add-on products and services.In other words, the value of the product is free, and many value-added services are free.In Haidilao, whether it provides eyeglass cloths, mobile phone cases, shoe shines, manicures... customers do not need to pay for these services when they pay the bill.

If you spend 500 yuan, when paying the bill, the waiter said: "Sir, you spent a total of 520 yuan." You ask: "Why is there an extra 20 yuan?" "Sir, you also spent a piece of glasses cloth on our side." , a mobile phone case, and at the same time your wife did a manicure and shined your leather shoes. Each service is 5 yuan, and the four items are 20 yuan in total." If you give an extra 20 yuan, how do you feel?Do you still think this is a value-added service?

These are additional free services provided by Haidilao to customers.With so many value-added services, customers will feel value for money.In fact, in many cases, as long as you give up a little bit for customers, you will get more.

Some people questioned Haidilao's approach and said: "We provide customers with so many free items, can we still make money?" Haidilao's manager said it well: "We provide customers with many free items while they are waiting If we don’t take good care of these customers and keep them here, how can we earn money from these customers?” It can be seen that Haidilao provides free additional services to make customers feel comfortable in this place. Very comfortable, enjoy an attitude, enjoy a service method, and finally win the hearts of customers, and wait for customers to spend.This is called big house is big gain.It costs 10 yuan, that is, all kinds of free costs, but it has won the hearts of customers.It finally won customers through value-added services.

In fact, when it comes to value-added services and free products, I think not only Haidilao is doing it, but many excellent restaurants and hotels are talking about making customers feel value for money and allowing customers to enjoy value-added services.What should you do, and where should you reflect the value of your products and services, so that customers feel value for money?Many catering and hotel companies are thinking about this issue.Let's take a look at the following case.

When Hanting Hotel opened its first store in Lanzhou, it made a promise: carefully designed ten free items for you.

First, for member customers, free breakfast is provided.

Second, the computers in the business district are free to use.

Third, free parking.Now there are many hotels, including high-end hotels, that charge for parking.

Fourth, the room provides free bottled mineral water.Although mineral water in many hotels is now free for customers to use, there are also some hotels that do not display mineral water.As a budget hotel, Hanting Hotel has provided free mineral water for customers.

Fifth, free cold drinks in the lobby.

Sixth, the tea, coffee, and milk tea in the lobby are free to enjoy.

Seventh, free Internet access in guest rooms.In fact, free Internet access in guest rooms seems to be a simple matter, but many hotel rooms still charge for Internet access.Maybe you think that customers have spent seven or eight hundred yuan a day on house prices, and don't care about Internet fees of more than ten yuan.In fact, although customers don't care about it, they must feel very awkward in their hearts.Hanting Hotel allows customers to directly access the Internet for free in the guest room.

Eighth, free printing and copying.Printing or photocopying, including faxing, is free for some business customers.

Ninth, borrow some books for free.Hanting Hotel has an area where newspapers, magazines, and books are placed. Customers can borrow them for free and read them in their guest rooms or other places in the hotel.

Tenth, the rental items are provided free of charge.Hanting Hotel will provide some rental items, and if customers need them, they will provide them free of charge.

This is the free service item designed for customers by the first Hanting Hotel in Lanzhou. The six words "meticulously designed for you" show that Hanting Hotel has really put its heart into it and has done it with heart.This is the same as Haidilao's service. They all think from the customer's point of view and want customers to feel the value-for-money service.

In addition to budget hotels and star hotels, many catering companies now also provide customers with additional services.

The chairman of Shandong Jiaodong Renjia Hotel (hereinafter referred to as "Jiaodong Renjia") said to Renlian: "Service is also productivity and can generate profits." This is the same as the "service doubles profit" mentioned above.So Xiang Renlian proposed "Eight Free Services for People in Jiaodong".In fact, almost all catering companies can provide these eight free services. The key is whether they are carefully designed for customers.

The eight free services offered by Jiaodong Renjia are as follows:
First, car service.When it comes to car service, you will definitely think of cleaning and washing customers' cars for free.In addition to this item, Jiaodong people also provide customers with another car service.When the summer is particularly hot, the customer's car is parked in the parking lot at the entrance for an hour or two.When customers come out of the restaurant, they have to dissipate the high temperature, so they can only turn on the air conditioner.In response to this situation, Jiaodong people thought of providing customers with sun visor services.This is a meticulous service and a value-added service.

Second, umbrella service.Whether it is windy, rainy or sunny, the umbrella service is applicable.When it rains, they hold umbrellas for customers; when the sun shines, they hold umbrellas for customers to prevent customers from being sunburned.

Third, the service of clothes and baskets.They have innovated and improved this service.When customers put their clothes or bags on the stool, many hotels will cover them with a bag; however, people in Jiaodong use clothes bag baskets.

The design of the clothes bag baskets of Jiaodong people is very unique. Customers can put their bags in the clothes bag baskets, and the clothes bag baskets are placed next to the customer's dining table, which is very safe.This not only improves security, but also allows customers to feel a differentiated service.

Fourth, birthday and birthday banquet services.For birthdays and birthday banquets, Jiaodong people provide customers with some special services.For example, what gifts can be given on birthdays, what songs to sing, what special performances to have, and how to send blessings.

Fifth, welcome hot and cold towel service.Many hotels have already done this.In summer, the welcome guests of Jiaodong family provide customers with cold towels; in winter, the welcome guests of Jiaodong family provide customers with hot towels, so that customers can wipe and warm their hands immediately.

Sixth, wheelchair service.Provide special services for some special customers, such as providing wheelchair services for disabled customers.

Seventh, innovate service terms.

Many hotels have their own characteristics, but I found that after customers walk in, the language of the waiters is not distinctive, and they always say "welcome".Customers come in winter, welcome; customers in summer, welcome; customers in spring, welcome; customers in autumn, welcome; windy, welcome; rain, welcome; heavy snow, welcome A visit...is always a welcome visit.Does this differentiate customers?
So, can your restaurant staff use some innovative service words for different service scenarios and different customers?People in Jiaodong have innovated many blessing expressions.For example: when you go upstairs, they will say "good luck"; when you turn around, they will say "good luck"; when you go downstairs, they will say "good luck"; etc. Wait.I believe that such blessings will definitely make customers feel deeply.

We all know that Shandong people like to drink very much, so when toasting, their toasting words are also set.I remember that when we were dining at someone’s house in Jiaodong, there was a little girl who was supposed to be the manager. When toasting us, she said the same thing.She brought me a glass of white wine and said, "Mr. Yi, what you drink is not wine, but emotion." I said, "Thank you." The little girl continued, "If you don't drink white wine, you won't be emotional." I still said: "Thank you." Because I really can't drink liquor.The little girl said the third sentence: "Thousands of rivers and thousands of mountains are always love, can you drink some white wine?" When I heard this, I said, "I really can't drink white wine." At this time she said: "If you don't drink this glass of wine, You just think I'm ugly." As soon as the words fell, I had to drink.

Did they say welcome?No.But they take the initiative to provide services to customers, so that customers feel a kind of delicacy, a kind of warmth, a kind of family affection.They are serving customers with heart and thanking customers for their arrival with actions.It can be seen that excellent companies do not always say "Welcome", but use different service methods and speak different service words for different scenarios and different customers.In this regard, I think the practice of Jiaodong people is worthy of reference and reference for many catering and hotel companies.

Eighth, ashtray pad service.What is ashtray mat service?When you walk into the restaurant of Jiaodong people, there are some words written on each of its ashtray mats.Some are a blessing, some are a greeting, some are a short story or joke, and some are a small riddle to interact with customers.For example, "Who is the most crowded on Wangfujing Street?" Maybe you will ask the waiter: "Who is the most crowded?" He will tell you: "Sir, you still have two dishes not served, don't worry, you can guess for a while , I will definitely reveal the answer for you later." So you keep guessing there, and ask: "Waiter, tell me." The waiter said: "Sir, there is still the last dish not served, don't worry." Can you not be in a hurry?cannot.So there is an interaction between you and him.If you guessed right, he immediately said, "Congratulations, sir!" Maybe he even sent you a small gift to thank you for your interaction.So you'll find that customers are happy to come to this restaurant because it's fun.This is not only a service innovation, but also a good way to interact with customers, and it can also make customers feel the service value of the hotel.

Did your restaurant provide all of these eight free services offered by Jiaodong people?I think most restaurants can do it, but different restaurants and hotels have different service methods due to their different positioning.May wish to think about it, in your hotel, can you also design free service items for customers like Jiaodong people or Hanting Hotel?
In addition, now many hotels or restaurants will perform some performances when they serve customers, such as Haidilao's hand-pulled noodles performance.If you go to Haidilao and ask for a noodle dish, the waiter will give a performance to let you feel the atmosphere.

Haidilao's noodle show
Not only Haidilao is doing such live free performances, many hotels have a show or even a story for each dish in order to enhance the atmosphere.This is very good, but I would like to make a suggestion, that is, in addition to telling stories about the dishes, can we give full play to the ingenuity or expertise of the employees, let the employees walk into the private room, go to the front desk to tell their own stories, and let them contribute to Patrons do a bit of the show, as the staff are versatile as well.

Once I was giving a lecture in the News Building where a hotel in Jinan, Shandong is located. At that time, their vice president and some department managers accompanied us for dinner, and we communicated together.When the waiter was about to serve us a dish, what we saw was that the chef from the kitchen came over with the dish and gave us a show.This master is very humorous. He said: "I am not Xiaoshenyang, I am Xiaoxin..." This is to interact with customers, and it can even be said to create an atmosphere.

What customers want to eat is an atmosphere and a feeling.If you can create a good atmosphere when customers are eating, in a sense, this is a value-added service.Because it makes customers feel happy to eat in this restaurant.

Therefore, many customers do not come to your restaurant to eat, or they are unwilling to order a certain dish. It does not mean that the dish is expensive, but that the customer feels that it is not worth it.It can be seen that when a customer feels that eating in your restaurant is worthwhile, he will turn back; when he feels that eating in your restaurant has nothing but a full stomach, then he may only come once or twice.

It is better for one person to eat a thousand times than to eat once for 1000 people.So you have to think about how many repeat customers your hotel has.To ensure that customers return, value-added services are a core condition.Why are there always customers queuing in front of Haidilao?Because it provides customers with a lot of value-added services.

Catering hotels can design some free additional products and services.For example, provide customers with some free newspapers, magazines, and books; free car wash service; book train tickets and plane tickets; provide free health consultation services for customers, and measure blood pressure for customers free of charge.

You can also do extension services for customers.What is extended service?For example, send flowers and gifts for customers. Although your old customers and member customers have not eaten in your restaurant, they only need to make a phone call and say to send a bouquet of flowers or a gift to XX, and you can help them. customer delivery.For example, to provide customers with important holiday reminder services for relatives and friends. For your old customers, member customers, and one of his relatives celebrates his birthday, you can send him reminders and blessings.

Different hotels can design some value-added services according to their own positioning, and can also provide some differentiated services based on the actual situation of their own hotels, so that customers can feel that they are worth the money.

2.Design gifts for target customers

Catering and hotel companies can give customers some small gifts to make customers feel that they are worth the money.So how should such gifts be designed?Of course, gifts should be designed in a targeted manner according to target customers.

For example, the target customers of a restaurant and hotel include business customers and family customers, so what gifts should be given to business customers; what gifts should be given to family customers.If it is further subdivided, what gifts should be given to elderly customers; what gifts should be given to children; what gifts should be given to ladies; what gifts should be given to birthday customers; what gifts should be given to various banquets .That is to design different gifts for different target customers.In addition, we must also consider where the value of the gift can be reflected.

We should give customers gifts of practical value, and give different gifts to different customers, so as to bring unexpected surprises to customers.

In Zhonghao Hotel, I have enjoyed a special service.A male waiter saw that I was wearing glasses, and I looked refined. At that time, Chinese studies were very popular, so he specially gave me a gift-"The Analects of Confucius". "Hundred Sentences of Analects of Confucius" also has the words "hospitable Shandong, charming Zhonghao".

This was carefully prepared for me by the waiter at turn down service.He was afraid that I didn't understand it well, so he wrote a message for me beside it, so that I could understand it at a glance.Later, "The Analects of Confucius" became my pocket book, and I can learn from the ancient sages at any time.For me, it's a boost, a value.This came as a surprise to me.

So, what kind of gifts does your restaurant or hotel offer customers?What are the categories of gifts and how should they be handled?

(1) Gifts enjoyed by customers in the store

What gifts can customers enjoy in the store?I will briefly list some of them here.For example, fruit plates, special dishes, cold drinks, etc. specially designed for customers can be enjoyed in the store.Let's take a look at how Haidilao's fruit plates and special dishes are designed.

Who is the fruit plate in designed for?A look is designed for couples.Because the watermelon is designed in the shape of a heart, it also has the words "heart to heart" written on it.Some fruit bowls have "happy every day", some fruit bowls have "I wish you a good mood every day", some fruit bowls have "I wish you smooth sailing", and some fruit bowls are carved with human faces The shape of the body makes people feel cute, and so on.

Let's look at the fruit plate again.There is a true story in this.A customer who was eating at Haidilao accidentally lost his mobile phone and was very upset.The waiter probably heard the customer say to his friend: "I'm outside, I don't know where I lost my phone, and I can't find it", so the waiter sent a fruit plate to the customer, engraved with two smiling faces, and specially wrote an idiom : Contentment and happiness.This move seems to be saying to the customer: "You are fine and happy now, you just lost a mobile phone, don't take it too seriously." An open-minded attitude.

It can be seen that the fruit bowl presented by Haidilao employees to customers has achieved differentiation in shape design, and the content and expression are in line with the mood and mood of customers at that time.Every fruit plate of Haidilao will write a few words for customers, and the voices and intentions of every Haidilao employee are kept everywhere.Fruit plate service is to convey a service attitude and a corporate culture to customers.

These gifts are not just a fruit plate for customers, but a heart carefully prepared by the employees, representing the attitude of the employees to serve with heart.This will make the customer feel that what he enjoys is a kind of value-added service and what he feels is an emotion.

(End of this chapter)