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When you think of marketing, good service probably isn't one of the first things that comes to mind. However, an important part of marketing is finding ways to increase customer loyalty and to encourage repeat business. What better way is there to achieve those goals than by showering customers with exceptional service? Of course, good service doesn't just happen. You and your staff have to work on it. In this series of articles, you'll find some strategies and ideas that will help you provide the highest level of service to your patrons all the time so they won't be able to resist the urge to come back for another meal. Hire the Right People Great service starts with great people. Sure, you can train people how to take orders and how to walk customers to a table, but you can't train them to have a warm personality, to smile sincerely, to enjoy serving customers, etc. Those skills have to be a part of the package from the beginning. With that in mind, here are some things to look for in the people you hire for different positions: Waitstaff – These front line folks must love people. You don't want to hire Waitstaff who don't make eye contact, who don't speak to you except when they have to, and who seem like they'd rather be doing anything else but socialize. Instead, you're looking for enthusiastic, outgoing people. That doesn't mean shy people can never be great Waitstaff – some of them can eventually come out of their shells – but it does mean you're probably going to have more luck with the social butterflies not the wallflowers. Bartenders – Never underestimate the power of an amazing bartender. The best bartenders don't only make drinks – they provide entertainment. You want someone with a bigger than life personality, someone you can't help but like from the moment you meet them. They should be outgoing, funny, and – of course – knowledgeable about mixing drinks. Make sure to ask them if they have their own signature drink. If they do, that's a good sign that they are a creative individual whose going to bring more business to your restaurant. Greeters – Greeters sometimes get a bad rap as being the employee who doesn't do much except seat the customers. Well, at their worst that's exactly what they are. At their best, however, they can be an integral part of your service. You're looking for people who are friendly and who make people feel comfortable. You're also wanting someone who takes initiative and who can anticipate the needs of the customers. Remember when your customers' experience starts off great then that sets a positive tone for the rest of the visit. Chefs – Generally, chefs stand behind the scenes, but they play an important role in the success of your restaurant. Clearly, they have to be able to cook amazingly well, but you also want a chef whose willing to take risks and who has a creative streak. Of course, they need to be able to prepare your current menu items, but wouldn't it be nice to offer different entrees periodically to keep your more adventurous customers happy? Also, you should pick a chef who wouldn't be above delivering the meals to the customers to add a personal touch. The next article in this series will explore new training tips for educating and motivating your team.
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