Mr. and Mrs. Jones were celebrating their fifth anniversary and they had great plans on that day. Due to some miscommunication among the hotel staffs, their evening was ruined. Customers have certain expectations, when visiting an establishment. It was an important evening for the couple. As the mistake was from the restaurant’s side, it was their duty to arrange something better and special for them, in order to compensate. Customers must be treated well so that they go back to the establishment again and again. Firstly, the couple should have been greeted with a warm welcome. They expected a better place to sit; therefore, keeping in mind the importance of their evening, the staff members could have arranged a better place for them with special treatment.
Customers love surprises; therefore the staff members should have given some special discount or offer on the food they have ordered. Moreover, it was a very bad gesture of keeping them waiting. The employees should always take care that none of their customers are waiting too long for their services. This creates a negative impact on the customers’ minds. It may happen that they will never visit that place again. The services must be fast and satisfactory. If any diner orders something which takes longer to cook, the staffs must let them know beforehand. Being informative and forthcoming will help the employees save their establishment’s reputation (Goetsch and Davis 2014).
If any mistake occurs, that must be fixed immediately. Delivering excellent services to the customers also includes dealing with their complains and problems very effectively. Supposedly, a customer’s order is misplaced; the staff members must apologize for such situation and refund their money or replace their food. In addition to this, the employees must own their mistake and apologize to the customers. Fancy restaurants value their customer’s feedback. Therefore, comment cards must be given to each and every diner, to let them feel that their opinion is valuable. Whenever any customer is not happy with the service, the employee must attend him/her personally, knowing in which area the establishment needs improvement.
Developing and managing customer relationships are very important as it works as an energizer among the staff members. Moreover, it benefits the establishment to a huge extent. Customers have several expectations and demands. Therefore, it is the duty of the employees to treat them, in accordance with their desires. The employees must be able to understand the behavior of the customers well. Once the customers are happy, they will recommend and share their experiences with their family or friends. Thus, it will prove advantageous for the company (Kim, Kumar and Kumar 2012).
The customers who receive unsatisfactory services prove to be disadvantageous for the business life. In the era of digital media, one can easily post and upload their comments on terrible services, which may malign the reputation or image of the establishment. There are various brands which have gone down only because of low customer services. Angry customers can cause severe damage to the company’s reputation. Moreover, it also hampers customer employee relationship. Bad services can cause loss of profitability. Firstly, the reputation of the establishment gets marred and secondly, the company starts facing huge losses. Once an establishment lose its brand image, it is very difficult to get it back.
Promotional activities or marketing may also not save the business from drowning. If the issues are not addressed properly, the business will face severe issues. Bad customer services will not only affect the business, but also result in losing of the best employees. At times, when any establishment faces consumer related issue, due to bad employee behavior, the best employees leave the organization. This leads to severe crisis for the organization, as they rely on their best employees for best services. When the organization start losing its reputation, the best employees tend to change their track and search for better opportunities (Alexander 2013).
Bad customer services can destroy an establishment’s lifetime value. The organization may also have to spend huge for promotional activities, in order to regain its reputation. At times, the results may not be satisfactory. There is a chance of losing everything. Poor services not only impact the current customers but also the future ones. It will result in losing most of the customers. Inferior service levels may cost the business and create a negative impact among the minds of the customers. Moreover, this will also result in the loss of potential customers. This is because the customers, who face bad services or treatment, have a tendency to share their worst experiences with their friends or family. This in turn, will result in something severe and loss of future customers.
If something happens like that to any establishment, the first and foremost job is to hire a public relations practitioner. He/she will help the organization regain its reputation, by suggesting new and innovative strategies. In addition to that, employees must be trained and groomed on a regular basis, in order to serve their customers well. Employees are the basis of any organization; therefore, it is important to monitor their moves. If any employee is not performing up to the mark, he/she must be given warning. Moreover, if a customer is unhappy with the services, the manager of the organization must apologize to him/her. Such gestures will help the organization to a huge extent (Mok, Sparks and Kadampully 2013).
On behalf of Cape Lighthouse, I would like to extend my apologies for the bad experience you had with our service. I am really very sorry for what has happened on your special day. It was really unacceptable and I promise you that such a situation will never happen. The representative to whom you spoke for booking your date completely misunderstood you, which gave rise to such a situation. I feel really bad that our bad service ruined your whole evening, which was really special for you. I am really sorry for the inconvenience caused. We serve the best and we promise you that such a situation will never happen.
I understand that your concern was not properly handled. We are going to take necessary steps for that, in order to ensure that such an upsetting situation doesn’t repeat. We are doing our best to train the employees for providing with the best services. They are now well trained as well as experienced and will handle customer issues more effectively and efficiently as well. I would like to invite you in our restaurant and compensate for the whole situation. I promise that our employees will serve you the best and make your evening a special one.
I would also like to say that if our employees repeat such things in future, bring the issue to our attention. Do not hesitate to report such issues and concerns. I personally would handle such situations. Moreover, if you need any kind of help in future please do not hesitate. You can contact me directly and I will be very glad to assist you in such situation. Again, I am really very sorry for the inconvenience caused.
Considering the case of Mr. and Mrs. Jones, it is important to assess the whole issue at the Cape Lighthouse. The manager of the company should apologize for the occurrence of such a situation. The first and foremost job of the company is to take help from their public relations practitioner. He/she can easily handle the crisis in a different manner. Firstly, the public relations manager could have responded to the couple’s incident quickly, by directly apologizing to them as well as the people who got hugely affected due to this (Armstrong and Taylor 2014). The establishment is highly responsible for such an upsetting situation, and, therefore it was their duty to show empathy towards the couple.
Secondly, the public relations practitioner must get the facts cleared, related to the whole incident. He/she must know the facts and get those cleared, before drawing any conclusion. After gathering the details of the situation, the public relations practitioner should take major decisions. He/she needs to decide whose mistake it was, without any biasness and take necessary actions based on that (Evans and Lindsay 2013). Thirdly, a public relations practitioner, at times, withholds information from its internal as well as external publics. This is ethically not correct. An organization’s publics have full right in knowing about the strategies or policies of the company, their products, failure as well as success reports (Ashleigh, Higgs and Dulewicz 2012).
Therefore, the public relations manager of Cape Lighthouse must be transparent and honest in front of the media as well as its internal publics. In this era of digital media, not a single issue remains hidden. Distortion of reality mars the organization’s progress and reputation as well. In addition to that, he/she should know how to maintain integrity as well as transparency, in order to avoid conflicts among the workers (Austin and Pinkleton 2015). Fourthly, it is his/her duty to own the mistake. In this scenario, it was fully the establishment’s mistake, therefore, the public relations manager of the company must have the guts to own the responsibility and apologize to the couple. He/she must have the capability of addressing the issues clearly in front of the media, knowing what not to say and what to say. He/she must put all the necessary public relations tools in place to avoid such situations in future (Downs and Swailes 2013).
Some strategies can be implemented in order to regain the trust of the customers and the media can help in such situations. In order to stick to the mission of the company, the manager can talk about the good image of the company and the noble initiatives it has taken in the past as well as what they are going to do in the near future. This may assist the company in gaining some positive feedbacks as well as publicity. It is completely the responsibility of the establishment to behave in a humble way, in such crisis moments. The company should be highly empathetic towards its customers. If the staff members behave in an insensible way, it will worsen the whole situation and even enrage their customers. Thus, it is the duty of the public relations officer to open up and plan accordingly with the establishment’s CEO. This will help in regaining the customers’ faith and trust as well. It may be tough to manage such crisis and sensitive situations, however handling those in more sensible way can benefit the organization to a huge extent (James Sunday Kehinde 2012).
The restaurant must have strict policies and procedures for each of their segments, in order to provide the customers with best services.
Restaurant booking policy: The restaurant should shuffle their policies of booking. If a reservation is made beforehand, then the whole table must be the couple’s. None of the employees should ask them to vacate the table. However, the couple should be asked to arrive thirty minutes before the booking hour. On arrival, the customers should be greeted well. It is to be kept in mind that the first impression is the last impression. Therefore, the employees must be well aware of all these policies and procedures (Lamba and Choudhary 2013).
Staff Presentation/ Greeting/ Hosting: The restaurant’s staff presentation is the most important thing, which is to be taken utmost care. The staff members must be well dressed and presentable, in order to attract the customers. The employees should always take care that none of their customers are waiting too long for their services. This creates a negative impact on the customers’ minds. It may happen that they will never visit that place again. The services must be fast and satisfactory. If any diner orders something which takes longer to cook, the staffs must let them know beforehand (Schuler 2015).
Reporting requirements/ Staff hierarchy: If any customer is facing any kind of issue, it should be immediately reported to the higher authority. The manager of the company should apologize to the customer if any upsetting situation occurs. Moreover, he/she can also seek help from the company’s public relations practitioner. The manager should be responsive towards the sensitive incidents and apologize for their behavior. The company is responsible for the consumer’s unsatisfactory behavior, and, thus they must show empathy in such situations (Stone 2013).
Consumer service procedures for service: Managing and developing customer relationships are considered to be very important as it works as an energizer among the staff members. It benefits the establishment to a huge extent.
Customers have several expectations and demands. Therefore, it is the duty of the employees to treat them, in accordance with their desires. The employees must be able to understand the behavior of the customers well. They hate waiting; therefore, quick service is the ultimate solution. Employees must maintain timeliness, which will prove advantageous for the company (Van den Brink, Fruytier and Thunnissen 2013).
Dealing with complaints: Restaurants must value their customer’s feedback. Comment cards must be given to each and every customer, to let them feel that their opinion is valuable. Whenever any customer is not happy with the service, the employee must attend him/her personally, knowing in which area the organization needs improvement (Alexander 2013).
Alexander, K. ed., 2013. Facilities management: theory and practice. Routledge.
Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource management practice. Kogan Page Publishers.
Ashleigh, M.J., Higgs, M. and Dulewicz, V., 2012. A new propensity to trust scale and its relationship with individual well?being: implications for HRM policies and practices. Human Resource Management Journal, 22(4), pp.360-376.
Austin, E.W. and Pinkleton, B.E., 2015. Strategic public relations management: Planning and managing effective communication campaigns (Vol. 10). Routledge.
Downs, Y. and Swailes, S., 2013. A capability approach to organizational talent management. Human Resource Development International, 16(3), pp.267-281.
Evans, J.R. and Lindsay, W.M., 2013. Managing for quality and performance excellence. Cengage Learning.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper Saddle River, NJ: pearson.
James Sunday Kehinde PhD, A.C.A., 2012. Talent management: Effect on organizational performance. Journal of Management Research, 4(2), p.178.
Kim, D.Y., Kumar, V. and Kumar, U., 2012. Relationship between quality management practices and innovation. Journal of operations management, 30(4), pp.295-315.
Lamba, S. and Choudhary, N., 2013. Impact of HRM practices on organizational commitment of employees. International Journal of Advancements in Research & Technology, 2(4), pp.407-423.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality, tourism, and leisure. Routledge.
Schuler, R.S., 2015. The 5-C framework for managing talent. Organizational Dynamics, 44(1), pp.47-56.
Stone, R.J., 2013. Managing human resources. John Wiley & Sons Australia.
Van den Brink, M., Fruytier, B. and Thunnissen, M., 2013. Performance systems and HRM policies. Human Resource Management Journal, 23(2), pp.180-195.
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