Your brand says a lot about your business. More importantly, it sets certain expectations and standards that new and existing customers will come to rely and depend on.
Real World Story: The following story is told by a friend of mine, D. D. Daruvala, who lives in Singapore. I guess BAD customer service is an international problem after all…
“On my mother’s birthday, our family went to an ‘upscale’ restaurant that I hadn’t been to previously. I wasn’t worried since the restaurant brands itself as an ‘upscale’ dining experience.
“However, our birthday 
dinner outing was anything but upscale! The restaurant was staffed by teenagers who glorify and exemplify the skateboarder scene — kids with pierced ears, who smoke and take pride in being PUNKS! They acted like spoiled brats with a ‘don’t screw with me attitude’.
“After a long day at work, I arrived at the restaurant with my family at 8pm, one hour before closing. Throughout dinner, the staff kept reminding us it was close to closing time, so we had to order and eat quickly! I was annoyed that they felt they were obliging me when I was the one spending BIG money on a birthday dinner. I asked for coffee a bit later during the meal, and they told me the facilities were shut down, so I couldn’t have more coffee. I ordered a different drink, but when the drink arrived, it tasted HORRENDOUSLY!
“A few minute later, even though I hadn’t finished my beverage, the staff cleared away my drink and the table’s water jug. I asked the staff to put them right back on the table because we weren’t done with dinner.
“On each wait staff’s face, I could see that they wanted to go home very soon, and that I should publically apologize to them because I was stopping them from their after-work activities — I can only imagine what those activities are.
“They continued to remind us it was closing time; however, my wife and mother kept telling me that my expectations were too high. I think they wanted to make sure that I didn’t make a public, sarcastic comment to the staff.
“I kept saying that we, as customers, pay for 1) SERVICE, 2) AN ENVIRONMENT/SETTING and 3) AMBIANCE. Otherwise, why didn’t we instead just pick up some tacos or oysters or whatever from the grocery store? Or why didn’t we simply go to the local GREASY SPOON CAFE and ask for a doggy bag to go?
“To make a long, horrific story short and sweet, we left at closing time with unrealized expectations about this ‘upscale’ restaurant. Then, some oaf on staff had the audacity to say, ‘See you again!’ I should have replied, ‘Hope Not!’
“This restaurant—Wild Honey, which should name and brand itself BIG MONEY, NO HONEY—is located in the most expensive area of town, but it failed miserably to deliver ‘upscale’ service. I will tell all of my friends not to eat there. I may even have a friend write about it in a blog post so the world knows that Wild Honey serves nothing but BAD service!”
Strategies that Turn it Around:
- Brand and then operate your organization accordingly. There’s nothing wrong with teenagers, their piercings, or casual habits if they work in establishments that are funky or eclectic—places where you would expect this type of vibe. It is seriously wrong if they work in restaurants that brand themselves as upscale! Set expectations, so you never disappoint a customer.
- Set employee policies and procedures appropriate to your brand. For example:
- If a customer arrives just before closing time, treat them as if they are the first person of the day!
- If a customer asks for coffee, get them coffee – and do so with a smile!
- Let the customer finish eating and drinking before taking away the plate. Even better, before taking the plate or cup, ask politely if the customer is finished.
- Don’t rush the customer. If it’s close to closing time, gently remind the customer you’ll be closing at xxxxx time and ask if there’s anything you can help them with.
- If the customer is still moving too slow, get over it. You never know how much they’re going to buy and who they’re going to tell.
- Don’t be afraid to fire employees who don’t meet your brand guidelines. If employees can’t meet any of the above points, perhaps they need to look for another job to which they are more suited.
Remember: Your brand says a lot about you and your organization. If you operate an upscale restaurant, then make sure staff dress, behave, and deliver service with an ‘upscale’ attitude. If you run a skateboard shop, then allow your staff to deliver service in a funky and eclectic manner. No matter how you deliver service, customers will come to expect and rely on that manner of service. Disappoint or confuse customers, and they will never return to spend another dime with you.
What do you do when customers arrive close to closing time? Please share in the comments section below.