3-1客户服务的重要性

•Explain the role of staff in the delivery of high-quality customer service.能够阐述员工在优质的客户服务中的作用。
KEY TERMS
Ambience环境，气氛, p. 12
back of the house (BOH)后厨,p.18
•Define high-quality customer service.定义优质的客户服务
•Describe the three system components used to ensure the delivery of high-quality customer service.能够描述出用于确保提供优质客户服务的三个系统组成。
许多人都会谈论提供或者接受优质的客户服务。但什么是优质的客户服务呢？对于一些在餐饮行业的人来说，提供热的餐食，有热有冷的餐食和冷餐，就是不错的客户服务。当然，餐饮服务的质量是与良好的膳食，以及良好的服务相关联的（见表1.1）。
But true quality service is more than that. The hot food must be the correct item ordered. It must be served promptly to the correct guest and in a pleasant manner. To achieve that goal, managers must have proper policies, procedures, systems, and employees in place. Their goal should be to deliver a high-quality service to every guest.
•Increased profits
持续提供优质的客户服务有很多的好处：
提高顾客的满意度
增加顾客的忠诚度
降低营销费用
增强商业声誉
减少员工流失
增加收入
增加利润
This book was written to help managers ensure that their guests consistently receive the highest possible level of quality customer service.
casual restaurants休闲餐厅, p. 11commercial restaurant and foodservice operations商业性餐厅和餐饮服务机构, p. 7
controlling监控, p. 18culture文化, p. 14customer service culture客户服务文化, p. 14
•Provide examples of high-quality customer service characteristics in each restaurant or foodservice segment。能够列举出每个餐厅或餐饮市场优质服务的特性。
•Explain the role of managers in the development of a customer service culture.能够阐述管理者在客户服务文化发展中的作用。
第一章
INSIDE THIS CHAPTER在这一章
•What Is Quality Customer Service?什么是优质的客户服务
•Service: An Honorable Profession服务：一个光荣的职业
•Commercial and Noncommercial Restaurant and Foodservice Operations商业和非商业的餐厅以及餐饮服务机构
“The reviewer says he or she was here last Thursday and the food was great, but the service was very slow,” said Jack.
“Well, I remember that day,” replied Leslie.“It wasn’t that slow; we all picked up two extra tables when Margo called in sick.”
1.Do you think most guests consider service quality to be as important as food quality when they select or recommend a restaurant or foodservice establishment? Why or why not?
这本书的目的就是帮助管理者确保他们的客人始终能得到最优质的客户服务。
High-Quality Customer Service
The level of customer service provided is a major factor that sets apart competing restaurant and foodservice establishments. Therefore, the higher the quality of customer service, the better for the establishment and the customer. High-quality customer service means consistently exceeding customers’ expectations for products and services received, as well as the level of personal attention provided during the delivery. The goal of high-quality customer service is twofold:
But what is quality customer service? To some people in the restaurant and foodservice industry, serving hot food hot and cold food cold represents a good level of customer service. Certainly the quality of products received in an operation is associated with a good meal and with good service (see Exhibit 1.1).
“I remember,” said Jack.“And I’m not saying you didn’t do your best. I’m just saying this guest gave us a rating of only 2 on a scale of 1 to 5. And the reviewer says in the posting that he or she wouldn’t likely come back.”
你认为，大多数顾客选择或者推荐一家餐厅或是餐饮机构的时候，会认为服务质量和食物同样重要么？为什么？
2.How important do you think it would be for Jack to respond to the review posted on City Dining? If you were Jack, how would you reply to the online posting?
planning计划, p. 15 point-of-sale (POS) system工作站点系统,p.11process工序, p. 6
quick-service restaurant连锁快餐(QSR),p.9
service industry服务产业, p. 8 sommelier侍酒师, p. 13 standard标准, p. 5 system系统, p. 5 task任务, p. 6
“Well, it might not be fair, but it’s posted anyway,”replied Jack，the restaurant’s manager.
Leslie and Jack were discussing a guest comment about the Petite Chateau that had recently been posted online on the City Dining review site.
•Increased customer satisfaction
•Increased customer loyalty
•Decreased marketing expense
•Enhanced business reputation
•Reduced employee turnover
•Increased revenue
但真正的优质服务要做到更多。热餐食必须是正确的点餐，必须及时送到正确的客人面前，必须以令人愉悦的方式送达。为了达到这个目标，管理者必须有适当的政策，程序，系统和员工。他们的一致目标就是为每一位客人提供优质的服务。
There are many benefits to consistently providing high-quality customer service in an operation:
CASE STUDY案例学习
“That isn’t fair,” said Leslie, a server at Brume’s Petite Chateau restaurant.“That was the day Margo called in and we were shorthanded in the dining room.”