Advertising is Expensive
It costs much more to bring in a new customer than it does to keep a regular customer. If you treat your customers right the first time and every time, up to and including remembering their first names, where they prefer to sit, and what they enjoy to eat and drink, and you will have a customer who is loyal to your establishment for years to come. Regular customers spend more and tip better if they feel as if they are receiving preferential treatment.
A Beautiful Cycle
The beautiful thing about turning an occasional or first time visitor into a regular customer through your superior customer service skills is that customer will do the same job as thousands upon thousands of dollars worth of advertising. They do this by inviting six or more of their friends and family. They will spread the word about your establishment and afford you the opportunity to turn them into regular customers. It is a beautiful cycle when it is done well and done often.
Understanding Your Regular Clientele
One of the keys to providing excellent customer service is recognizing why any particular person, couple, or family is in your restaurant. For instance, young couples who date may come to your establishment for the atmosphere. Married couples may come to escape from dull, everyday routine. Knowing why these couples are there will enhance the way you serve them. You will give them the most romantic spot, light candles for them, and suggest the nicest wine.
Word Of Mouth Expectations
It is up to the wait staff and manager to recognize these trends and know how to respond to a regular customer's needs in order to retain their loyalty. One reason is that they represent the best kind of free advertising that you could ever hope for, word of mouth advertising. Word of mouth advertising is free, and is taken more seriously than regular media advertising; however, it also creates a unique challenge because this word of mouth customer is expecting more from you than they would get anywhere else. Since you do not know who is a word of mouth customer and therefore more likely to become a regular customer, you must present that level of customer service to every customer who walks through your door.A No Lose Situation
The good news about representing your restaurant by providing great customer service is that there is no negative aspect in doing so. It is a win/win situation for both you and your customers. If you hook a word of mouth customer and turn them into a regular, they will recommend your restaurant to at least six of their friends and family. If you are doing the math, you know that the potential for sales is dramatic.
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