The Customer Comes Second

In their search for excellent customer service, some restaurant owners invoke the adage, "the customer comes first". Yet many operators are left scratching their head when the more they repeat this mantra, the less their staff seems to put it into practice.

Effective leadership requires more than a recital of famous quotes, adages or proverbs. To be an effective leader - getting others to buy into an objective - you must first be a good servant. In other words, learn to lead by example by treating your staff the way you want them to treat your guests. If you want to motivate your staff to do something, then you need to walk the talk.

As human beings we crave recognition, respect, kindness, courtesy, dignity and appreciation. How many loyal customers do you think you'd have right now if each one of them were to experience these each time they visited your restaurant?

Now ask yourself, how much respect, appreciation and recognition do you actually give to your staff? Do you praise them for a job well done - even if it's routine? When you find them doing something wrong do you pull them aside privately or do you find yourself calling them out in front of others? How often do you remind them of their importance? Does your staff feel dignified in their jobs, or do they only do it for the money?

As an owner or manager, you have enormous influence over the work environment. Here are some tips for making your staff feel appreciated and respected:

• Smile - it's often been said that a smile requires much fewer muscles than a frown; besides, a smile given is more likely to get a smile in return.
• Listen more and talk less - take time to communicate more effectively by asking your staff how you can better help them do their jobs - and then listen to their responses with genuine empathy.
• Call them by name - Dale Carnegie once wrote there is no sweeter sound than hearing one's own name. Name recognition is one of the most effective forms of flattery and makes the recipient feel valued.
• Respect their time - you don't want your customers to wait, so why make your employees wait when they need your help, advice or direction?
• Give them your undivided attention - have you ever been telling someone something and noticed they are constantly looking away or are distracted? Don't allow interruptions or distractions to take your eyes or attention away from the one you are talking with.
• Say please and thank you - simple courtesy and manners produces amazing results. Chic-fil-A and Marriot are well known for teaching their staff to respond with, "My pleasure" whenever a guest tells them thank you. Is it any wonder they are recognized leaders in customer service?
• Apologize - when you make a mistake with an employee, admit it, apologize for it and then correct it. Showing humility conveys respect and sincerity.
• Criticize in private - managing employees oftentimes requires that disciplinary action be taken when rules or policy are not followed. When corrective action becomes necessary, do so in a private setting. This shows respect and dignity and will be recognized by the entire staff - not just the one being disciplined.

When you treat your staff in a manner that makes them feel like #1 in your eyes, they'll almost certainly treat your guests as #1 in their eyes.