Customer Servces
Service Showby Linda F. Diaz
Room at the Inn, Yes – At the Restaurant, No
Whenever business takes us to Baltimore, we book a room at our favorite five-star hotel. The extra large soaking tub, the view of the Inner Harbor, and the excellent cuisine all guarantee our return. This particular trip was the evening of February 14th. With the normal stress of business travel, it's easy to forget that certain holidays can have a substantial impact on the local culture. Because we didn't realize that Valentine's Day would bring out three times the normal number of restaurant diners, we were disappointed when the front desk informed us both restaurants in the hotel were booked. We were encouraged when he recommended we check with the concierge.
"She's been doing this all afternoon."
His statement didn't specifically say, but did imply,
"She has been successfully getting reservations all afternoon."
There is also the natural expectation that the concierge at a premier hotel has clout and enjoys using it in circumstances such as these.
We took comfortable seats by the concierge's desk while she phoned several restaurants. Our surprise mounted as each call produced the same result: no seating available before 9:30 or 10 that evening. After a half dozen such calls, Bob, my fiancé, asked if dining in our room would be an option. The concierge said it would be, and she added that we would not be limited to the selections on the room service menu. All the dishes offered in both restaurants were available through room service.
While we were dressing, I suggested we start the evening with a drink in the bar. On our way to the bar, we decided to alert both restaurant hostesses that we were available if they had a cancellation or no-show. In the spacious lounge, we enjoyed cocktails and appetizers at a cozy table overlooking the harbor. We learned from our waiter that we would be able to dine there if neither restaurant could seat us. Happy to have our dining challenge successfully addressed, we were even more pleased when one of the restaurant hostesses appeared to tell us she had a table available for us immediately.
Can This Be the First Ever Valentine's Day?
Valentine's Day comes every year. People who work in the hospitality industry have an opportunity, perhaps even a responsibility, to be aware of the challenges a particular holiday may impose for visiting guests. When my fiancé called in January to make the hotel reservation, staff could have suggested,
"Mr. Prins, since you are staying with us during a holiday that typically fills all of the restaurants in the Inner Harbor, may I make dinner reservations for you in one of our restaurants?"
If the front desk staff missed that first chance, the concierge had the opportunity to step in with knowledge and initiative. She could have booked a number of stand-by reservations, knowing from experience that she would be able to use a certain number of these. Alternately, she could have used her knowledge of the hotel to make this suggestion:
"I know from experience that the chances of getting you a reservation anywhere in the Inner Harbor are extremely small. Since you are amenable to having dinner in your room anyway, I have a suggestion. Why not begin your evening with drinks in the bar? I'll alert both hostesses that you'll be available if there is a cancellation or a no-show. Our bar has a lovely lounge, and since all the entrees from both restaurants are available, you might even decide to have your dinner there."
That would have been five-star service. Instead, the concierge chose to engage in a fruitless endeavor: calling restaurants at 5:30 P.M. for a dinner reservation on Valentine's Day. Even the tenor of her requests made it clear that she did not expect success.
"Hi, this is Brenda at the Five-Star Inn. I know this is probably pointless, but you don't have anything available for two people, do you?"
This is not service. This is the useless expenditure of energy with an activity you know will almost certainly be fruitless. The front desk clerk said it himself,
"She's been doing this all afternoon."
He neglected to mention that she'd been doing it without any success … all afternoon.
What Goes On Here?
We were disappointed by the lack of either clout or creativity shown by the staff of our once favorite five-star hotel. We wondered if there wasn't a deeper river running here. Did the front desk staff and the concierge suppose that we would be satisfied with mere activity? The concierge did telephone several restaurants in our presence. But since she was well acquainted with the local restaurant situation on Valentine's Day, she was just going through the motions. She knew she would not be able to obtain a reservation for us on such short notice, so why did she bother? Did she not realize that she was setting the stage for false expectations every time she picked up the telephone and dialed another number?
We believe some companies think that customers will be satisfied with a show of service. Employees encouraged to behave in this manner may say to themselves,
"Well, at least I tried".
Tried what? Activity is not synonymous with results. A show of service is not the same as actual service. Which approach does your company practice? Are you focused on getting results for your customers, or are you satisfied with the appearance of service, with a service show?
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