RealitySells

A System of Service

There’s a chain of specialty restaurants in America that specializes in chicken wings and good-looking servers in short shorts.  When I think about that restaurant, great customer service is NOT generally the first thing that comes to mind.

I learned recently, however, what sort of training that their servers receive, and I’m impressed at its simplicity and its effectiveness.  It’s Repeatability at its very best, which is one of the Laws of Authenticity as outlined in our book, Reality Sells. 

There are four Cornerstones to their brand, which each of the servers are reminded of each time they take an order.  It’s actually printed on each of their order pads.  Their four brand Cornerstones are:  The waitstaff - Quality food, cold beer, and great service - Music and ambiance - and Neighborhood restaurant. 

This is who they are.  They don’t want to be all things to all people.  They only want to be the very best for those who enjoy and appreciate their brand.  Each server knows that, and it’s clear to them that they’re in charge of maintaining that brand each time they serve a guest. 

They’re trained to employ the “4 P’s” when guests arrive.  They are: Position yourself - make sure people know you’re their server; Pay attention - always know what their needs might be at any time; Put on a smile - you are the brand, so give it your best; and Put down a bevnap - get their table ready for the drinks they’re about to order.

Servers are trained to use the “Lifeboat Theory” of service, which is a cute metaphor for making sure that all the women and children in the party are served first.

There are 12 Steps of Service that their servers use, and each is easy to understand and follow.  They include greeting each guest with a personal “Hello”, acknowledging everyone in the party within 30 seconds of sitting down, deliver drinks within two minutes, and cashing out their check within two minutes of the customer displaying their method of payment. 

Too simple, you say?  Not at all.  That’s where the beauty lies.  No forty-step processes that are open to interpretation.  No guessing if they’re doing it right or not.  Simple to learn, simple to teach, and simple to correct if there’s a problem.  Every server knows the system, and they know how to execute it, adding their own personality and pizzazz along the way. 

If your “system” suddenly seems loosey-goosey and open to interpretation by whoever’s working that day, think about how you can simplify it for your staff.  When everyone on the team understands their company’s Cornerstones and knows the system, they can consistently deliver on them.  Customers can then experience your brand in the same way each time they visit or call, without surprises or disappointment. 

And that’s good for business no matter what’s on the menu.

If you’d like to learn more about how you can be more Authentic in your business, you can get our free E-book, 15 Ways To Be More Authentic At Work, by going to http://www.realitysells.com.