第一章 客户服务的重要性
INSIDE THIS CHAPTER在这一章
? What Is Quality Customer Service?什么是优质的客户服务 ? Service: An Honorable Profession服务：一个光荣的职业
? Commercial and Noncommercial Restaurant and Foodservice Operations商业和非商业的
餐厅以及餐饮服务机构
? The Importance of Exceeding Guest Expectations超越客人期望值的重要性 ? Creating a Customer Service Culture创造客户服务文化
CHAPTER LEARNING OBJECTIVES 本章学习目标
After completing this chapter, you should be able to:完成本章节学习后，你应该能够： ? Define high-quality customer service. 定义优质的客户服务
?Describe the three system components used to ensure the delivery of high-quality customer
service.能够描述出用于确保提供优质客户服务的三个系统组成。
?Provide examples of high-quality customer service characteristics in each restaurant or
foodservice segment。能够列举出每个餐厅或餐饮市场优质服务的特性。
? Explain the role of managers in the development of a customer service culture.能够阐述管
理者在客户服务文化发展中的作用。
? Explain the role of staff in the delivery of high-quality customer service.能够阐述员工在优
质的客户服务中的作用。
KEY TERMS
Ambience环境，气氛, p. 12
back of the house (BOH)后厨,p.18
casual restaurants休闲餐厅, p. 11commercial restaurant and foodservice operations商业性餐厅
和餐饮服务机构, p. 7
controlling监控, p. 18culture文化, p. 14customer service culture客户服务文化, p. 14 directing指导, p. 17drive-through customers汽车穿梭客户, p.9 fast-casual restaurants休闲快餐,p.10 fine-dining restaurants高档餐厅,p.12 front of the house (FOH)开放区域, p.19
high-quality customer service, 优质的客户服务p. 4
hospitality招待，款待, p. 6hospitality industry服务业, p. 6
noncommercial foodservice operations非商业性餐饮服务机构, p. 7 organizing组织, p. 16
planning计划, p. 15 point-of-sale (POS) system工作站点系统,p.11process工序, p. 6 quick-service restaurant连锁快餐 (QSR),p.9
service industry服务产业, p. 8 sommelier侍酒师, p. 13 standard标准, p. 5 system系统, p. 5
task任务, p. 6
CASE STUDY 案例学习
“That isn’t fair,” said Leslie, a server at Brume’s Petite Chateau restaurant.“That was the day
Margo called in and we were shorthanded in the dining room.”
“Well, it might not be fair, but it’s posted anyway,” replied Jack，the restaurant’s manager. Leslie and Jack were discussing a guest comment about the Petite Chateau that had recently
been posted online on the City Dining review site. “这不公平，”Brume’s Petite Chateau 餐厅的服务生Leslie说到。“那天Margo 请病假，餐
厅人手不够。”
“或许这是有点不公平，可是不管怎么说，已经被发布到网上了啊。”餐厅的经理Jack回应。 Leslie和Jack正在讨论最近城市餐饮点评网站上一个顾客针对Petite Chateau发布的点评。 “The reviewer says he or she was here last Thursday and the food was great, but the service was
very slow,” said Jack. “Well, I remember that day,” replied Leslie.“It wasn’t that slow; we all picked up two extra tables
when Margo called in sick.” “I remember,” said Jack.“And I’m not saying you didn’t do your best. I’m just saying this guest
gave us a rating of only 2 on a scale of 1 to 5. And the reviewer says in the posting that he or she wouldn’t likely come back.” “这个点评的顾客说，她（他）上周四在这里用餐，食物很好，但是服务很慢。”杰克说着。 “恩，我记得那天，”Leslie说，“这不是慢，Margo那天请病假，我们都额外服务了两桌。” “我知道，”Jack说，“我并不是说你们做的不好，我只是说，1-5的评分，这个顾客只给我
们打了2分。而且顾客说他（她）不会再来这里用餐了。”
1. Do you think most guests consider service quality to be as important as food quality when
they select or recommend a restaurant or foodservice establishment? Why or why not? 你认为，大多数顾客选择或者推荐一家餐厅或是餐饮机构的时候，会认为服务质量和食物同
样重要么？为什么？
2. How important do you think it would be for Jack to respond to the review posted on City
Dining? If you were Jack, how would you reply to the online posting? 你认为Jack在城市餐饮点评网上回应这个帖子是否重要？如果你是Jack，你会如何回复发
帖？
WHAT IS QUALITY CUSTOMER SERVICE? 什么是优质的客户服务
Many people talk about providing or receiving quality customer service.
But what is quality customer service? To some people in the restaurant and foodservice industry,
serving hot food hot and cold food cold represents a good level of customer service. Certainly the quality of products received in an operation is associated with a good meal and with good service (see Exhibit 1.1).
许多人都会谈论提供或者接受优质的客户服务。但什么是优质的客户服务呢？对于一些在餐
饮行业的人来说，提供热的餐食，有热有冷的餐食和冷餐，就是不错的客户服务。当然，餐饮服务的质量是与良好的膳食，以及良好的服务相关联的（见表1.1）。
But true quality service is more than that. The hot food must be the correct item ordered. It must
be served promptly to the correct guest and in a pleasant manner. To achieve that goal, managers must have proper policies, procedures, systems, and employees in place. Their goal should be to deliver a high-quality service to every guest.
但真正的优质服务要做到更多。热餐食必须是正确的点餐，必须及时送到正确的客人面前，
必须以令人愉悦的方式送达。为了达到这个目标，管理者必须有适当的政策，程序，系统和员工。他们的一致目标就是为每一位客人提供优质的服务。
There are many benefits to consistently providing high-quality customer service in an operation: ? Increased customer satisfaction ? Increased customer loyalty ? Decreased marketing expense ? Enhanced business reputation ? Reduced employee turnover ? Increased revenue ? Increased profits
持续提供优质的客户服务有很多的好处： 提高顾客的满意度 增加顾客的忠诚度 降低营销费用 增强商业声誉 减少员工流失 增加收入 增加利润
This book was written to help managers ensure that their guests consistently receive the highest
possible level of quality customer service. 这本书的目的就是帮助管理者确保他们的客人始终能得到最优质的客户服务。
High-Quality Customer Service
The level of customer service provided is a major factor that sets apart competing restaurant and
foodservice establishments. Therefore, the higher the quality of customer service, the better for the establishment and the customer. High-quality customer service means consistently exceeding customers’ expectations for products and services received, as well as the level of personal attention provided during the delivery. The goal of high-quality customer service is twofold:
? Create value for the customer. ? Create profit for the operation.
优质的客户服务
客户服务水平的高低是用来区分竞争中的餐厅和餐饮场所的一个主要因素。因此，客户服务
水平越高，餐厅就越好，就餐的客人也就越多。优质的客户服务意味着不断超越客人对产品和服务的期望，以及在餐食交付过程中亲自过问。优质的客户服务，有着双重目标： 为客户创造价值； 为餐厅创造利润。
The components of high-quality customer service include things such as timeliness, speed,
organization, smoothness or efficiency, uniformity, correctness, convenience, and if needed, the correction of mistakes. In other words, the nature of service includes what service providers do and how they do it. 优质的客户服务由这些部分组成：及时，迅速，有条理，流畅或有效率，一致，正确，方便，
如果需要，还包括失误的纠正。换句话说，服务的性质就是，提供服务的人需要做什么，以及如何做。
The personal attention provided during service delivery includes things such as the service
providers attitude, friendliness, sensitivity to a situation or individual needs, interest in the customer, tactfulness, discretion, avoidance of embarrassment, privacy protection, and complaint and difficult situation management. In other words, it includes how guests are treated when they receive service.
餐食交付时的亲自过问包括，过问时的态度，要友善，对待不同情况和不同客户需求时要反
应灵敏，要对客户有兴趣，机智，考虑周全，避免尴尬，保护客人隐私，还包括在投诉和一些棘手情况下的处理方式。换句话说，它包括的是客人在接受服务时享受的待遇。 To provide high-quality customer service, managers must ensure that their staff excels at both
service delivery and personal interaction. Doing just one or the other is not enough. The concept of high-quality customer service delivery will be expanded in the following chapters of this book. 为客户提供优质的服务，管理者必须保证员工在服务和人际交往方面都有出色的表现，只能
做到其中之一是不够的。本书的以下几章会扩大优质的客户服务提供的概念。 Customer Service Systems, Processes, and Tasks
Experienced managers know that achieving high-quality customer service is a process that
requires continuous improvement. Although the operation may be running smoothly at a given point in time, managers cannot assume there is no room for improvement. Even when things are going well, managers must ask key questions: ? How can we provide better service to our customers? ? What service-related processes can be improved?
? What systems can be made to operate even more smoothly?
? What new opportunities do we have to surprise and delight our guests with ever higher
levels of customer service? 客户服务的系统，流程和任务 有经验的管理者都知道，实现优质的客户服务是一个需要不断改进的过程。尽管可以顺利地
运营餐厅，经营者也不能认为没有提升的空间。所以，就算一切发展顺利，经营者也必须问问自己以下几个关键问题： 我们如何能给客人提供更好的服务？ 哪些与服务相关的地方可以改进？ 系统如何能够运作的更顺畅？
我们应该把握哪些能给客人带来惊喜和喜悦的新机会，以便我们提供更高层次的客户服务？
To create high-quality customer service, managers must have systems in place to make sure
products and services are consistent. A system is a set of standards, processes, and tasks that work together in an organized way to achieve an end result. Exhibit 1.2 shows an example of a high-quality customer service system. Once a system is in place, it must be managed.
要创造优质的客户服务，管理者必须有一套运行的系统来保证餐食和服务的一致性。这个系
统应该是由标准，流程和任务组成，他们以一种有组织的方式一起工作，来达到一个最终结果。表1.2就是一个优质的客户服务系统的例子，一旦系统到位，就必须按系统执行。
Every operation should have well-defined standards for its business. A standard describes criteria
for items, tasks, behaviors, practices, and other aspects of an operation that represent the norm for the business. For example, a manager may have standards for cleanliness that specify all silverware must be spot-free when placed on guest tables. Another managers operation may have a service standard that, at all times, at least one person is available in the operation who can speak Spanish with customers.
每一个餐厅都应该有明确的业务标准。标准需要描述项目准则，任务，行为，做法，和能够
代表业务规范标准的其他方面的操作。例如：一位管理者可能有一个清洁标准，要求所有银器在摆上客人餐桌时，不能有一个污点。而另一位管理者的标准是，任何时候至少保证有一个服务人员能够和讲西班牙语的客人互动。
Remember that the activities in an operation should always meet the standards managers set for
their businesses. A process is a series of operations or tasks that bring about a desired result. For example, the employee staffing system in an operation may include these processes: ? Coaching ? Evaluating 请记住，一切行为都要符合管理者为他们的业务制定的标准。过程是完成一系列的操作或任
务以获得预期的结果。例如，员工招聘制度就应该包含以下几个流程： 招聘辅导 培训评估
In a customer service system, some processes include the following: ? Identifying customers’ expectations ? Satisfying customers’ expectations
? Positively influencing customers* perceived value of service and products 客户服务系统，需要包含以下几个流程： 确定客户的期望 满足客户的期望
正确引导客户理解产品和服务的价值
Processes are composed of tasks. A task is a responsibility, function, or procedure that is
performed as part of a process. For example, tasks that support the hiring process include the following:
? Writing an open position announcement ? Collecting completed applications ? Interviewing candidates ? Choosing candidates
流程由任务组成，任务是作为流程的一部分，是一种责任，功能和步骤。例如，招聘的任务
就包含：
撰写公开的岗位说明 收集申请 面试候选人 选择候选人
Likewise, each of the customer service processes consists of tasks. For example, the process of
determining customers* needs includes these tasks： ? Asking customers what their needs are for the current visit