The two Dimensions of Customer Service

PROCEDURAL DIMENSION

This dimension has nine (9) elements namely; 

1. TIMELINESS  -  in this dimension prompt attention to customer's needs  , orders, request and inquiries must be sustained. A food outlet gives an impression of fast and efficient service when guest are approached immediately upon entering the outlet, with a greeting and offer of assistance. Even if the dining staff are busy, they still approach the guest in a polite manner. There is  a system designed to speed up and facilitate food preparation and service, thus reducing waiting time; such as Mis-en-place preparation (preparing equipment and supplies in advance), Computerized order taking and billing, and Providing a service station that is equipped with a par stock of equipment and supplies so that waiters need not go to the kitchen for the needed items. This system helps to speed up the service since it will save travel time to and from the kitchen.
2. CONVENIENCE - it refers to a system of ensuring guests' comfort and convenience while being serve by service staff. There are certain practices that can lessen discomfort and inconvenience during service like 'a waiting lounge in case of overflow; assigning a receptionist to usher in guests and to assist them in getting seated; and for counter type of service, an accessible station of water, condiments, etc.
3. ORGANIZED AND SMOOTH FLOW OF SERVICE - an organized flow of service that will facilitate service efficiency and improve coordination among operating units. Without policies and procedures, service delivery will be disorganized and quality of service suffers.
4. ANTICIPATION - a system that enables service personnel to anticipate what the customer wants and what needs must be met. A service staff must be alert in responding to any guest's signal for assistance and in spotting any problem or deficiency that call for attention. Favorable response should be taken before the customer calls the attention of the staff. Hence, the customer complaints can be avoided. It must be prepared for contingent action to eliminate or minimize undesirable consequences.
5. COMMUNICATION - it refers to systems that pave the way for a systematic flow of 1) internal communications and 2) external communications with customers or patrons. A daily briefing which include daily reminders, special serving instructions, disseminating information regarding new products, out of stock items, expected VIP arrivals and special arrangements is one of a tool to improve internal communication and coordination. External communications with external customers must be designed such that all important information that must be relayed to them are disseminated in advance to avoid confusion and misunderstanding.
6. FEEDBACK MECHANISM - a mechanism for gathering feedback regarding guests' comments, suggestions, complaints and concerns. These feedback must be documented in a logbook and summarized. They should be also be communicated to all concerned officers and staff and to be discussed during meetings and briefing so that the staff will be alerted of operational deficiencies and that remedial measures can be taken.
7. PROBLEM SOLVING MECHANISM - a mechanism for resolving operational problems, including the creation of problem solving terms.There must a creating a problem solving team (which usually consist of section heads) for the purpose of exploring and implementing solutions to operational problems.
8. MONITORING OF SERVICE - consistent monitoring of production and delivery of service against standards and performance targets. Monitoring may be done by spot checks especially during busy hours like meal periods, documenting in a logbook all critical incidents, customer complaints, comments and concerns, preparing and reviewing reports and other documents like sales attainment report, consumption report, productivity report, budget variance and  inventory.
9. PROFESSIONALISM - procedures must be designed to conform to professional standards, consonant to what is considered acceptable to the industry and responsive to customer's expectations. A professional service can be achieved by enforcing standards of grooming and hygiene; establishing and enforcing code of professional ethics for dining staff with corresponding sanctions of non-compliance; strictly implementing service standards; and training service personnel on the application of service procedures and standards.

PERSONAL DIMENSION

To add a personal touch in the service, the dining personnel should behave and deal with customers in a courteous and polite manner. The following qualities must be cultivated to project warm and gracious service.

Prompt and personalized response to guests' needs and requests even going out of one's way to render service beyond the call of duty; Escorting guests towards their table, getting them seated, pouring drinks for them in their tables are among the personalized gestures that make guests feel important  and special.

Maintaining a positive disposition and avoiding any display of irritation, no matter how irritating the customer is nor how problematic the situation is. A dining staff must respect for guests' privacy. Avoiding any statement that could hurt customers' ego and feelings.

Staff must be open minded and have immediate attention to customers - They should be approached immediately once they are seated; their request must be promptly attended to by service staff.