First class service

Does your pub drive service excellence through training? By Peter Segal of srcg, a consultancy specialising in retail strategy, category development and training.

A key factor in choosing a pub has to be the people who are going to spend the night providing the refreshments. There is a lot to think about when it comes to customer service, but getting it right can make your pub stand out from the crowd.

Building a team​

Building a sense of camaraderie within your team helps motivate staff as they go from simple employees to partners in your business. Many Starbucks store employees have shares in the coffee chain for this reason. Each employee becomes part of one global team they all personally feel responsible for.

Try pairing people up and then award prizes for different things. With till data you could assess sales performance. Get the winning combination then share the secret of their success. A prize for the best performance adds value by giving you information to manage your business, while also helping your team get to know each other.

Knowledge​

As with any form of retail, staff with knowledge of their product are far more effective sales people. Whether it be wine, beer or food ensure your staff are up to date on the detail. Try and incorporate new products or product knowledge into your team building ideas.

If a customer asks - what are the "red wines" like - they don't expect a wine waiter to appear, but if staff can refer to the wines by name and understand the difference between them, they will give confidence in the product and potentially upsell. You could offer your customers the opportunity to "try before you buy" or have a food and wine match handy.

Ask your wine suppliers for assistance in this area. Ask them to help you to run some tasting sessions and to help you to create some clear tasting notes. Wine tasting and training sessions can be great for team spirit and will also have a positive impact on the service that your customers will receive from staff.

At a recent on-trade conference Diageo outlined their Every Serve Perfect programme which provides barstaff with tips around serve and service. While thousands of people have been through the training there is still some reluctance from the trade to spend time on skill development. Surely in an increasingly competitive market place it is a fundamental driver of success.

Matching service to occasions​

Be aware of the best way to utilise your staff during different times of day. When you identify the different customer needs perhaps it will suggest who is best suited to each time.

At quieter times table service may create a unique selling point for your pub. Not all staff will feel comfortable with table service as it is approaching customers rather than have customers approach them, keep that in mind when doing the roster. At busy times it's all about efficiency but not at the expense of customer service. Pret a Manger is a customer service expert and is worth visiting to see how efficiency and speed can be delivered without losing the personal touch. It is not an easy combination so it is vital to understand which of your staff have natural strengths in this area.

Service with a smile​

In the UK we tend to look at the Americans as being a little cheesy when it comes to customer service but actually we have much to learn. An example is the world famous Seattle Pike Market where they have developed a four dimensional approach:

• Choose your attitude​

There is always a choice about the way you do your work, even if there is not a choice about the work itself! Dealing with customers all day can be a challenge and at times frustrating but there is always a choice as to what attitude we take with our customers. Play​

At times all work can be tedious. Allowing an element of fun into work builds a better team and leads to lower staff turnover. It also creates energy in the workplace and this transfers to customers. Encourage your staff to think of ways to "play" that are appropriate to the different times of the day.

Make their day​

Respectfully include customers in the fun and create good memories, these will engage the customer with your establishment on an emotional level.

Be present​

Fully engage in work and ensure you give each customer your undivided attention. Any idea requires buy in from the team, so co-create the approach with your staff. Get continuous feedback and evolve it to suit your environment.

There are clearly many ways of enhancing a pubs service culture. Previous articles have highlighted the need to create points of difference. There can be no better way than through your people.

Top tips for customer service​

• Empower your staff by investing in training. Product and outlet knowledge is key to good customer service.

Build team spirit. Staff that feel part of a motivated team will exude a more positive attitude which will make customers feel more welcome.

Always welcome customers with an appropriate greeting.

If your bar is busy, let customers know that you have noticed them and will be with them as soon as possible.

Offer suggestions when customers are making their choice of drink.

Be attentive to customer needs. For example, if a customer has almost finished his of her drink, enquire as to whether they would like another rather than wait for the customer to ask.

srcg​ is a consultancy specialising in retail strategy, catgory development and training. srcg​ facilitates collaborative working between retailers and manufacturers in the On-trade, Multiple Grocery and Convenience. Tel: 020 8948 4048 or visit www.srcg.com