Operators who provide exceptional service have a better chance at surviving an economic downturn, even if they’re experiencing lower customer traffic and spending, says “service guru” Bob Brown, owner of Bob Brown Service Solutions in Ashburn, Va. The author of the Little Brown Book of Restaurant Success and the Big Brown Brook of Managers’ Success, Brown has been consulting with restaurant and hotel operators for the past seven years. He pioneered Marriott’s Service Excellence program and today works with such clients as Disney, Nordstrom, Hilton, Morton’s of Chicago and Olive Garden, among others. When consulting on service issues, Brown often draws on his highly successful experience as a waiter. He earned $60,000 a year in tips working at Washington, D.C.’s famed Paolo’s in Georgetown during the late 1980s. Brown recently released a training program on DVD, “The Seven Keys of Beverage Sales Success.”
What do operators need to do to improve service, particularly during a recession?
Diners are looking for a break from the bad news—for a cocoon of warmth and kindness. Providing a safe haven through artful and empathetic service is the key to gaining their gratitude and loyalty.
Can a manager teach empathy?
It’s a talent, not something you can train, so hiring is critical. Owners and managers can get the pick of the litter now. Applicants are showing up for host positions in suits and with resumes in hand.
How does empathy make a difference?
We’re hearing stories about people not tipping as much. However, I have a friend who works at a Morton’s in Georgetown. Because he is so caring and kind and thoughtful to customers who used to buy a lot of stuff, but now are not, they leave him a bigger tip.
OK, say I’ve got a staff of very empathetic servers, what else can I do as a manager or owner to help them improve their skills?
Build their knowledge of the food and how it is prepared. Encourage them to offer concierge level service—to know the neighborhood, the city, to be able to recommend fun things to do. Know current events; know what is happening in the world. It gives people an opportunity to have a conversation.
People are not getting the emotional break they need. They come in, eat, and they go. When two people empathize—whether it’s the server with a guest or a manager with a server—something magical happens. Even healing happens. That lifts us and keeps us going, and lets us know that we’re all in this together.