The best service model for restaurants and hotels

Chapter 12 To make customers satisfied, let them move (2)
(2) Gifts that customers can take away

In addition to the gifts that customers in the store can enjoy, can there be gifts that customers can take away?of course can.For example, many restaurants feature special fruits, special small crafts, special small gifts, and even some local specialties.Next, let’s take a look at how Haidilao designs in this regard, and what are some special gifts that Haidilao specially designed for customers.

Once, my family and I dined at Haidilao.There was also a family sitting next to us, and there was a woman who looked like a mother-to-be.I found the server to be attentive to her the entire time she was eating.The waiter would greet and communicate with her from time to time.For example, what should mothers-to-be pay attention to in diet.When they finished eating and wanted to pay the bill, I found that the waiter gave the mother-to-be a small gift.When the expectant mother opened the gift bag, she let out a scream and said, "I love it so much!" I was taken aback by her.I think you don't have to make such a fuss if you like it!As a result, when I saw the gift, my eyes lit up: it was a picture of a baby boy, and it said "Haidilao Hot Pot, Haidilao Baby".

Haidilao's exquisite little gift for mothers-to-be customers -- "Haidilao Baby"

Mothers-to-be certainly like such gifts.If she likes this painting, she will hang it at home, so will her relatives and friends around her see it?of course.This is also a manifestation of the "good hot pot can speak for itself" mentioned above.In addition, it should be noted that this baby painting is specially designed by Haidilao for mother-to-be customers, which also reflects the concept of designing special gifts for different customers.

(3) Giveaways during the festival
Many catering and hotel companies will send some promotional gifts to customers during the holidays.However, you have to think about which gifts are valuable to customers.You can make special designs for target customers and make some gifts that can bring value differentiation to customers.

(4) Special gifts during the banquet

Banquet is a market segment and a target group.For different banquets, special gifts should be designed for customers.For example, what kind of gift would you give to a family banquet; what kind of gift would you give to a business banquet; what kind of gift would you give to a birthday party; What kind of gift will be given; and so on.

Some restaurants and hotels will give each customer a pair of chopsticks with the name of the store or the store emblem on the family banquet of the customers, and send cordial blessings: I wish the whole family happiness, happiness and safety!Although it is just a pair of chopsticks, it makes customers feel very comfortable, and their hearts are filled with deep gratitude.For business customers, many restaurants and hotels will send a USB flash drive with the store name or logo printed on it, because the USB flash drive is more practical and easy for customers to carry.What unique gifts does your hotel have?In addition, you can also think about what special gifts you can design to make customers feel different during their birthday parties or wedding banquets?
(5) Hotel room gifts

Hotel room giveaways can be broken down into five categories:

First, food.Customers who often stay in hotels will find that many hotels above four stars will put some snacks, small candies, and fruits in the guest rooms, and will also provide customers with free newspapers, magazines, and free mineral water.I remember when I went to Urumqi to give lectures, I lived in four-star and five-star hotels. In addition to the small snacks mentioned above, there were some dried fruits in the room, such as almonds, melon seeds, raisins and other special foods in Xinjiang.

Second, flowers.Now some hotel rooms will put a few bouquets of flowers to welcome customers, such as roses, carnations, and so on.

Third, toys.Customers who often stay in hotels will find that there are some small toys on the beds of four-star and five-star hotel rooms.For example, hugging bears, cartoon dolls, etc., and even a small toy on the desk.

When I checked into a hotel in Jinan, I found a little doll and a little monkey on the pillows in the guest room.In fact, I am not a monkey. The waiter didn't know my zodiac sign, but just put it like this. If the waiter knew my zodiac sign and put an animal of my zodiac sign, maybe I would feel better.In any case, there are some freebies in this place, which will make customers feel a kind of surprise.

Fourth, trinkets.Now some hotel attendants will put some special key chains, mobile phone chains, nail clippers, or some small accessories with local characteristics for customers when tidying up the guest rooms.For example, when I was giving a lecture in Sanya, in a hotel I stayed in, there was a card on the table in the guest room, and a keychain next to it, which was given to customers for free.The card reads: Good night.A small gift, several holiday moods.The delivery and continuation of this gift is more of a warmth and surprise.

Fifth, souvenirs.For example, tourist souvenirs, souvenir albums and postcards specially produced by the hotel, or souvenirs specially designed for the hotel's major customers and member customers.

The above are some value-added service items of catering and hotel companies that I have summarized for you. I also made some small suggestions for you, and sorted out the gifts of target customers.Although many catering and hotel companies have added some value-added services more or less, further thinking should be done.What is the value that your restaurant and your hotel can provide to customers?What is the value-added additional service provided to customers?The key is whether you can design different gifts for different customers and bring different feelings to customers?

[-]. Record the personalized needs of customers at any time

Since we advocate to pay attention to personalized service and do a good job in personalized service, from a certain point of view, we must understand customers and provide special services according to the characteristics of customers.This requires employees to know and record customers' personalized information at any time, such as birthdays, preferences, special requirements, etc., and effectively transmit them internally.If we can't collect, summarize, and improve customer files at any time, and don't know the customer's information, how can we provide personalized services?
1.Record customer information carefully at any time

Every employee has his own experience in serving customers. If you remember some preferences of customers, such as what customers like to eat, what they like to drink, and the special requirements of customers, then slowly, you can provide customers with rich experience. Targeted personalized service.If one day I walked into your restaurant, the waiter didn't know me, and he asked, "Sir, do you have a reservation?" I said, "The old place." At this time, the waiter said to me, "Sir, we don't have the old place." , We have the Peony Hall, sorry." In this situation, who do you think the waiter will be?You may tell me "this must be a new employee", but which restaurant stipulates that new employees can not know customers?If the new employees do not know the big customers and old customers, it means that the internal information transmission of your company is not smooth.This is your mistake.You will definitely ask: "Mr. Yi, you are right, how should I do it?" Actually, there are two ways.

One is information management.The information system in the computer of many restaurants and hotels is very complete, whether it is the information files of old customers or new and old employees.

The second is to make an important customer information bulletin board.If you think your computer system is not so sound, my suggestion to you is to make an important customer information bulletin board.

You can design an important customer information bulletin board in the background of the computer system, on which there can be customers' photos, customers' birthdays, customers' special requirements, customers' eating habits, such as favorite dishes, favorite wines, etc., as well as some taboos of customers .These customer conditions are recorded in categories on the bulletin board, which is very clear, so whether it is a new employee or an old employee, they all know these important customers very well.That is to say, if you are a new employee and you want to know which big customers, VIP customers, and regular customers the hotel has, you can see it at a glance through the important customer information bulletin board.So you will find that although you have never seen this customer before, you can know whether he is Mr. Zhang, Mr. Li, or Chairman Wang as soon as you see him, because you have seen their photos.Customer information bulletin board is a very effective way.With such a wall, new and old employees can learn and effectively convey customer information to employees.

Now many companies have computer information software. Whether each customer is the first time or the second time, what he looks like, who has served the customer, including some characteristics and hobbies of the customer, what is the customer's last name, what is the name? There are records.Why is the customer information so perfect?Because every employee of the enterprise will observe the customer at any time, and record the customer's characteristics, special requirements, hobbies, and some special ideas that the customer once put forward.It also shows that they pay great attention to perfect customer information.

Personalized service must start with improving customer information.If you know Haidilao well, you will find that they also get to know each other and ask each other at the pre-work meeting, for example: "Xiao Zhang, do you still have any impression of the customer you served yesterday? What special requests did this customer make? Let’s share it with you.” They asked and answered questions at the pre-work meeting, which deepened employees’ understanding of customers.At the same time, after the Haidilao employees have finished the pre-shift meeting, for example, when they go to a private room and meet the waiter Xiao Li, they will also ask: "Xiao Li, the customer at the table you serve today, his guest of honor is called What, do you know? Do you know the taboos of the guest of honor? Do you know the special requirements of the guest of honor?” This is called an internal communication meeting for customers.There is only one purpose for asking this question - to understand each other and deepen the impression of employees on customers.This is something Haidilao employees must do every day.

Restaurants and hotels all emphasize personalized service. You can think about it, do your employees understand customers?Do you think personalized service can be done well if employees can't get a deep understanding of customers' personalized information?Therefore, we must allow employees to record customer information at any time, and constantly improve customer files.

How to record customer information at any time?Here is a form called Customer Special Requirements and Preferences Information Form.You can have your staff make it into a card so they can record customer information on it at any time.Including the customer's name, address, telephone number, birthday, personality, special requirements, preferences, and the personality, special requirements, preferences, etc. of the personnel related to him.Such a form can help employees record customer information at any time and improve customer information files at any time.

Customer special requirements and preferences information form
customer name
Address
电话
birthday, personality, special request, preference

Personality, special requirements, and preferences of other relevant personnel

Remarks
2.Discover customer information through multiple channels
In addition to requiring employees to improve customer files at any time, employees are also required to understand the ways to improve the source of customer file data.What are the specific ways?Summarized as follows.

First, relevant reservation information.Generally, the hotel will receive some calls for booking rooms or private rooms.When a customer calls us to make a reservation, it is an opportunity for our staff to learn about the customer.For example, a customer says: "This waiter, I want to book a private room. How many guests do we have?" At this time, the waiter can ask a few more questions: "Sir, may I ask what special requirements you have, and what taboos and suggestions do you have in terms of diet? How do you need to match it?" In this way, we can further understand the eating habits of customers and the special requirements of customers.Therefore, when the waiter makes a reservation for the customer, he must ask the customer more questions about the personalized service.

Second, the registration form at the front desk.If it is a star hotel, when the customer registers at the front desk, the staff can also know the customer's birthday, hometown, and home address.It is also an effective source of customer profile information.

Third, after-sales follow-up by sales staff.Because many hotel sales staff deal with customers every day, they can of course continuously improve customer information.Especially some after-sales service follow-ups can also improve customer information.

Fourth, regular guest forum.If your hotel has a lot of regular customers, you can often carry out some regular guest forums or social gatherings.These seminars or social gatherings can also help employees learn more about customer information, feedback, and some of the needs of customers.

Fifth, visit customers at home.Sales managers, department managers, directors, and even bosses sometimes make door-to-door visits to major customers.When visiting a big customer, whether you walk into his home or his company, you can always find some of his needs.When you go to his company and find that he hangs a lot of calligraphy and paintings, you immediately think "this customer must like calligraphy and painting very much"; when you visit his home, you find that he has a bookcase with some bottles and cans in it. You have to think of "this customer likes to collect".So you have to be able to observe and keep abreast of the needs and hobbies of customers.It can be seen that visiting customers is also a channel to obtain customer information.

Sixth, records of complaints and handling results.Many hotels will be complained, and there will also be information on how to deal with dissatisfaction and complaints from some customers.These customer complaints, including customer dissatisfaction, are also a channel for information feedback from hotels or restaurants.

When a customer says "why is the food so spicy", it means that his taste may be bland; He likes to sleep on a hard bed.A word, a complaint, or even a complaint from a customer, from a certain perspective, has actually reflected his needs.

Therefore, we have to pay attention to customer complaints.Complaints are gold.Don't think that if a customer complains to you, you should hide and ignore it.This is not acceptable.Restaurants and hotels must not only classify customer complaints every month, but also summarize them to see which aspects can be improved, which aspects can help us better understand customer needs, and which aspects are special requirements of customers.In this way, we can do a good job in customer management in a targeted manner.

Seventh, set up an interactive website for information.The Internet is a big stage. Many hotels now not only have their own websites, but also Weibo and WeChat.If you look at Haidilao’s Weibo, you will find that Mr. Zhang Yong has his own Weibo, and the department directors also have Weibo.Weibo and WeChat are a marketing carrier and a marketing platform.Weibo and WeChat can not only help you further understand the needs of customers, but also allow customers to directly book rooms and meals, and give timely feedback on your services.

Through the website, Weibo, and WeChat, we can constantly understand the individual needs of customers.The best tools for marketing in the future may be Weibo and WeChat, so I suggest that hotels or restaurants open Weibo and WeChat, as well as managers’ personal Weibo and WeChat, for Weibo and WeChat marketing.

Eighth, customer opinion survey forms and various customer demand information collected by waiters.Many hotels have customer opinion surveys, including the aforementioned various personalized information collected by waiters about customers.This is also a source of customer profile data.

These sources of customer archives are for reference only, and there may be many other channels in your hotel, so you might as well summarize them and improve them.The table is a customer data table of a catering company.By reading this table, you will find that in order to complete the customer profile information, a lot of related information will be involved, including the customer's hobbies, the customer's favorite fruits, colors, music, flowers, the customer's family status, and family anniversaries , Children's birthdays, parents' birthdays, lover's birthdays, customers' favorite tastes, dishes, and even which private room customers like to sit in the restaurant, etc.

In order to provide customers with high-quality personalized services, the premise is that we must be able to record, collect, understand and improve customer information.Only in this way can we further provide customers with high-quality personalized services.

3.Make good use of platform information to optimize customer service
For the customer service of catering and hotel enterprises, use the Internet and other technological means to conduct feedback investigation and understanding.You can also conduct surveys on Weibo and WeChat to understand customer needs.Langham Hospitality Group once launched the "Langham Invites Customers to Share Check-In Experience on Weibo", inviting customers to use Weibo to give feedback on their stay experience.This is a kind of customer satisfaction feedback.Customers can log in to Weibo to make suggestions, and they can also share their feelings and experiences after check-in.

In addition to serving as customer feedback platforms, Weibo and WeChat are also good booking and marketing platforms.Therefore, you can do some thinking in this regard according to the actual situation of the hotel: if you want to investigate some needs of customers, or want customers to give some feedback, can you effectively operate through the website or use Weibo, WeChat, your hotel Whether it has such information conditions.

(End of this chapter)