“Excuse me? Could I get some help, please?
Did he just roll his eyes? Okay, maybe not, he is heading here and smiling, I must have seen my own things”.
I started explaining my issue to the staff member, as I was talking, I noticed his posture, the way he stood half turned away from my table, the constant tapping of his pen on his note pad, and the blank expression on his face, he refused to make eye contact with me. He was physically at my table, though he looked like he would rather be somewhere else, doing something else, and not listening to my problems.
His demeanour screamed volumes. “I am not listening, I don’t have time for this, I would rather be somewhere else doing something else. Can you finish already?”
Call me paranoid, but I am a hospitality practitioner specializing in customer service and quality assurance, as such, I have heightened attention to detail. Sadly, this means that even when I am not at work, I am at work. So when I say there was a problem with this service person in front of me, believe me, there was a problem. The Issue? How he communicated. His very being screamed bad attitude, yet he did not speak a word? How? Non-verbal communication.
His body told me everything he dare not verbalize. His posture, facial expression and general mannerisms all indicated that he did not want to be there, listening to or dealing with my problems. Yet he never spoke a word.
In non-verbal communication, tell-tale signs send a clear message. So that even when one does not use their vocal cords, they can still get the message across. When serving customers, staff may be unaware that they are projecting. The slightest roll of the eyes or the lifting of an eyebrow, turning away before a customer completes their request, and so many other such gestures. Customers see these mannerisms and interpret them as a lack of interest, empathy, impatience, and bad attitude. They feel unwelcome and uncared for. Not good for customer service!
Non-verbal communication can also be positive. Leaning forward towards a customer shows that you are attentive, listening, and giving your undivided attention. Smiling, the beginning of each customer encounter, signifies welcome. Shows that staff are glad to see you and happy to serve you.
Careful with smiling though, in the wrong context, it can be misconstrued. Smiling at the wrong time might make the customer think that they are considered a joke, hence their issues will not be taken seriously.
Customers can read insincerity and know when the person serving them is not engaged or committed. Though not speaking, staff may be communicating how they feel, by the way they carry themselves, their mannerisms and their expressions and not realise it.
In a customer-centric organization, staff should be aware of the power of non-verbal communication. Paying attention to the following:
All staff should learn about non-verbal communication and how to project in the right context. By all means, smile and be welcoming, lean forward and be attentive, light up in welcome when you see a customer, and always be sincere. Remember you are on stage and customers are watching!
Service recovery refers to the action taken by a service provider to address a customer complaint regarding a perceived service failure (Grönroos, 1988)
No matter how well-prepared a company is to create a customer-centric environment, customer dissatisfaction can still occur. This is inevitable because every customer has unique preferences. Service failures may not always be the direct fault of the company. Sometimes, a customer’s preferences can be so specific that the company cannot fully satisfy them, at least not initially. This does not mean the company should not make an effort try.
A personal example illustrates this point: a few years ago, I decided to exclusively consume whole-grain products, avoiding refined flour. This dietary choice made it challenging to find suitable options in many restaurants, as my preferences were not the mainstream norm. No, I am not gluten intolerant and it is not a medical choice I made. Rather a lifestyle decision.
Dining in most restaurants left me unsatisfied because the menu had no whole-grain product offerings. It’s amazing the quantity of flour-based products offered in restaurants.
However, my story is about how one restaurant turned my disappointment into die-hard loyalty. After hearing my friend’s glowing reviews of a restaurant’s Panini, I decided to try it. Unfortunately, I couldn’t order the Panini due to my self-imposed dietary restriction. The restaurant used white refined flour for their Panini, which didn’t align with my whole-grain preference.
Undeterred, I attempted to discuss alternative options with the waiter, but to no avail. The owner/manager overheard our conversation and intervened. He generously offered to purchase a 100% whole-grain bread roll from a nearby bakery to make my Panini. I was ecstatic!
Bread sourced, and my customised Panini served, the restaurant had lived up to my friend’s praise. Delighted at the restaurant’s willingness to accommodate my request, I willingly paid for the Panini and the remainder of the whole-grain bread.
The restaurant’s willingness to go above and beyond was enough to win me over. The owner/manager even allowed me to bring my own whole-grain bread on subsequent visits, offering to substitute it for any bread items on their menu. I particularly adore their French Toast.
This restaurant, Barista & Co., has become my preferred choice in Nairobi’s Sarit Centre mall. I wouldn’t dream of dining elsewhere at the mall, because they transformed my initial disappointment into a delightful experience.
Price isn’t always the deciding factor; a memorable experience can turn a customer into an ambassador. This transformation occurs when a customer feels a company has gone the extra mile. It makes the customer feel special, creating a lasting impression that encourages repeat business.
Mistakes will happen, even with the best efforts a company cannot please every customer every time. When customers are dissatisfied, regardless of the reason, a well-structured recovery process is necessary for customer retention. This is particularly true when the dissatisfaction is due to a customer’s unusual preferences.