The recession has created increasingly discerning hospitality customers who demand both value and quality and will tolerate no compromise in either, according to newly-published research by the National Skills Academy for Hospitality.
It found that warmth or customer service (26%) and value for money (31%) were the top reasons for diners to recommend a restaurant
“The 2009 recession-borne staycation has provided a valuable opportunity for hotels, restaurants and pubs to demonstrate they can deliver excellent customer service. But there can be no resting on laurels, especially as disposable income in 2010 may well need to be re-named ‘discerningly spent income,’” said David McHattie, chief executive of the National Skills Academy for Hospitality.
“Businesses that will prosper in 2010 will be those which excel in customer service and deliver perceived value, exceeding the expectations of even the most discerning guests.”
The good news is that the academy’s mystery shopper programme – which tested customer service in more than 700 hotels, restaurants, pubs and cafés across the country before and after the summer holiday season - awarded UK hospitality outlets an average score of 75% for customer service.
Some did even better, with Blostins restaurant in Shepton Mallet achieving the top rating of 100%.
Having completed its two-year research programme, the academy is now offering hospitality firms the opportunity to take part in its quarterly Mystery Visitor programme to find out how they compare with their rivals. Details of the Service Benchmarking Programme can be found on the academy’s website here.
The academy also plans to hold more World Class Customer Service courses following the success of the 38 it held in the last quarter of 2009.
“Working together, we believe the sector really can lead the world in customer service in the run-up to 2012,” commented McHattie.
People 1st delivers two new customer service qualifications >>
Good customer service more important than price in restaurants >>
Hospitality needs to improve skills in time for Olympics >>
By Angela Frewin
E-mail your comments to Angela Frewin here.
If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.caterersearch.com/tabletalk
Caterersearch.com jobs
Looking for a new job? Find your next job here with Caterersearch.com jobs
| | Newsletters
For the latest hospitality news, sign up for our e-mail newsletters. | | |