Managing people effectively is the cornerstone of providing an exceptional customer service experience. Ruby Newell-Legner provided NAC convention attendees with insight into the management process and talked about how we need to "make customer satisfaction everybody's business." Through small group interaction and insight into personality traits, Newell-Legner provided tools that can help in developing a staff that makes customer service a priority.
As members of the National Association of Concessionaires, you have a wealth of resources at your disposal through your fellow members. We asked a few of those for their best management and supervisory tips in relation to customer service.
"The biggest mistake I think managers make is not matching the employee's personal characteristics to their job," states Jonelle Walker, ECM, of Ozark Food Services. "I'm a big believer in using people to the best of their ability."
Communication is often lacking in the supervisor-employee relationship, says Krystal LaReese-Gaule, CCM, of GKC Theatres. "Managers often don't effectively communicate what is expected of an employee in the very beginning as far as work habits and ethics are concerned. It's also vital to keep an open door policy so that questions are always welcomed."
Communicating the importance of customer service, or the reasons behind a task or procedure can often make a greater impact on your employees, says LaReese-Gaule. "I always explain why I'm having them do a task, its importance, and how the end result of what they are doing will affect the company. This makes them feel more a part of the task at hand, and they are more willing to put forth the effort needed."
Joseph Joyce, CCM, of Playhouse Square Center, the second largest performing arts center in the U.S., agrees, stating, "Once we stress the importance of good customer service, they rise to the occasion. You need to get them to buy into it."
The significance of good customer service in concessions, as in any service job, can often be a difficult sell to front-line workers. LaReese-Gaule takes this approach: "I like to let them know that without the customer, there would be no business, no paycheck and no job…my favorite quote is 'There is only one boss: the customer, and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.'"
Walker, who supervises 21 payrolled staff along with volunteer groups at two universities, park & recreation events, a hockey arena and a minor-league baseball park, makes sure that her new employees receive one-on-one training with valued veteran employees to get them on the right track at the beginning. "One of the best customer service tips I can give my employees is to never turn their back on a customer. There's always a person behind them listening to the order so that they can focus completely on the customer."
"Customer service is everything," says Joyce. "If we fall down
on customer service, they won't be coming back." Joyce notes that many
times by the time the customer reaches the stand, they could have already had
a bad evening, with traffic, parking, etc. "I tell them that they are going
to run into situations that they can control. A smile or good attitude can turn
around a bad situation or experience for the customer."
This is a partial version of the complete story that appeared in the Fall
2004 issue of Concessionworks, the newsletter for NAC members. To
become a member of NAC click here. Members that would like to receive the
complete story can call the NAC office at (312) 236-3858.