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blog post: http://www.johntschohl.com/blog/20151...

Hi I’m John Tschohl
I’d like to talk about customer service recovery for restaurants.
you know, if there is an industry that seems to have more problems and more difficulties and
more things that can happen that are bad, its gotta be in the restaurant industry. So when I talk
about service recovery, I’m talking about when the customer perceives that you’ve done
something wrong and they get irate, they get upset, they get really mad.
Okay now, heres your biggest problem: most of your customers don't say anything. They just
never come back. My wife for example, she's very quiet, just doesn't want me to argue, but
she's not going to come back. Okay?
We’re talking about four key things that I want you to master.
Number one: we’ve gotta act quickly. That means the employee, whoever’s interfacing with the
customer when there’s a problem, has to be able to make fast decisions on the spot. And it
better be in favor of the customer. That means you don't go to see the manager, you don't find
the shift supervisor. I want the employee to make very fast decisions.
Number two we want the person to take responsibility. “We screwed up. Sir I am so sorry that
your meal came late, It’s our fault”. Now, most employees lie. I mean, I’m shocked at how
seldom I’ve ever heard anyone say “You know what, It’s coming in twenty minutes late and it’s
our fault”. Okay? So I want you to take responsibility.
The third thing is I want people to be empowered. That means, everybody has to be able to
make fast decisions on the spot, without going to a manager, supervisor, store manager,
restaurant manager, whatever you want to call them. I want the employee to be able to spend
your money—this is all marketing money. Keep in mind, fifty percent of the money you spend on
marketing is waisted, the problem is we don't know which half! Okay?
And then the fourth thing we’ve gotta practice is compensation. When you screw up in the
restaurant business, there are so many things that you can give away that have high value low
cost. Now one of the problems today in the restaurants is that we love surveys. Oh my God do
we love surveys. We want to survey everybody one hundred percent of the time. And my
experience is people don’t respond to the surveys anymore because they’re so fed up with the
stupid surveys. And second of all is when they get the survey feedback, people don't do
anything with it anyhow.
So let me just give you an example of what I call incredible customer service recovery for
restaurants.
I have a reservation for seven o’clock tonight. Party of four. I get to the restaurant, the hostess
says “Mr. Tschohl, I apologize, but we’ve been slammed. Theres no way I’m going to be able to
get you seated until seven thirty. would you and your party of four go to the bar area, have
drinks on us, and we’ll call you as soon as your table is ready”.
That’s called compensation, now lets say each person has two drinks. Somebody has a beer,
somebody has some wine, somebody has a soda, somebody else has a cocktail. Average real
cost it maybe a dollar a drink. So now we’re talking about eight dollars. Think about those
people, they’re in there for thirty minutes. What are they talking about?
“Wow, this is incredible, this is cool, man I like this.”
They’re on their iPhones, they’re sending out text messages, they’re going onto whatsapp,
they’re on Facebook, doing social media, all the sudden some of them are on twitter. Hundreds
of people can hear about that.
Now visualize, if you said, now thats too much money eight dollars. And you went to your local
TV station and you said “heres eight dollars, I want to run a commercial for my restaurant”. Well,
for eight dollars they might give you one second on tv. In fact, they’ll probably laugh at you as
they shove you out the door. So service recovery, in a restaurant. Is probably the most powerful
tool you can use. To keep customers so they keep coming back. Thank you.

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Customer Service Recovery
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