SERVICE QUALITY MEASUREMENT | When it comes to measuring service, begin at the beginning!

One of the most challenging things a business owner or manager can take on is the task of actually managing the level of service they provide to their customers.  It’s really a daunting task, and many don’t know where to start.

Our philosophy is to start where your customer does.  If they find you on the web, do a Google search for your business and services and products offered.  If they find you when they see your storefront from the street, begin with a drive-by.  Proceed through all areas of the customer experience.

As an example, if you are a restaurant, write down, in bullet points, what you want your customer’s experience to be. Like this:

– Easy viability from the street?
– Easy access from both directions?
– Plenty of parking?
– Parking lot clear of debris?
– Signage lit (at night)?
– No trash?
– Windows clean?
– Customers seated near windows?
– Outside tables clean and painted?

This list can go on for quite awhile.  Don’t worry about too much detail.  If it’s important to your customers, it should be important to you.  You may also notice that I mentioned a number of things that are out of your immediate control.  That’s OK – if you need a left-turn lane to more easily access your location, it never hurts to ask your local government for help.  They may say “no” but they may also keep it in mind the nect time they are doing street repair.

After you’ve compiled your list — don’t forget to ask your employee’s assistance too! — make sure you’ve adequately trained EVERY employee in ALL these areas.  A chain is only as strong as the weakest link, and your initiative to build customer loyalty is only a good as the employee who carries it out the least.

Ultimately, you want to create a list of 30-50 points that can impact customer satisfaction.  These can include phrases you wan used such as, “Would you like to continue to enjoy your onion soup?” versus “Can I take that dish?”  While neither is wrong, clearly the first example does reinforce the quality and experience.

Next you want to train your employees.  Make that drill your entire team on these points.  Not all at once, introduce 2-4 each week.  As you catch your employees adding these phrases or actions to their daily actions, make sure you personally congratulate them.  In staff meetings, and you should have at least one 5-minute service huddle before each shift, point out those who are taking the right steps.

This is just a start.  Buy taking these small steps everyday, you will begin to see the benefits immediately.