What Kind of Customer Service Makes People Think, “I Want to See You Again”

To turn customers into repeaters

It goes without saying that repeat customers are essential not only in the restaurant industry but in business as a whole, yet in the restaurant industry, the reasons why people return are diverse.

For example,
・Frequency is related to [Location] and [Unit Price]
・Special occasions are related to [Exclusivity] and [Extraordinary Experiences]
・Business is related to [Atmosphere] and [Space]
On top of that, individual preferences and empathy toward the establishment come into play.

However, beyond just TPO (Time, Place, Occasion) and charm or value,
I feel that there is a human warmth layered on top of all that.

When people feel that human warmth, they will come back again—

Today, I would like to share a story where I realized this.

1. They listen to what I have to say

The area where service staff most often misunderstand is the part about not
talkingbut ratherlisteningto the customer.

Customers first and foremost want you to listen to what they have to say.

Some people actively ask questions because they want to know about the specialized aspects of the restaurant, but in such cases, I try to dig deeper into why they want to know, and empathize with the customer's intentions and sensibilities.

Also, this is a mistake I made myself: a husband of a couple came in with an attitude of wanting to talk to me, so I matched his energy, but when I suddenly looked at his wife's face, I could see she was losing interest.

The basic rule is that they want you to listen to "their" stories. And, to ensure you aren't just focusing on one specific person, you should direct the conversation to involve the entire group.

Just by satisfying that desire, the customer's level of satisfaction in their heart increases dramatically.

To want to be listened to again—

Having them feel that way potentially is what leads to "I want to see you again."

2. There is a personal, little surprise

People are not very interested in standardized service, but when they realize that the service is tailored specifically for them, it leaves a lasting impression.

For example, Starbucks. They often write various messages by hand on the cups. Even if you are happy with that at first, if you catch a glimpse of the fact that (everyone gets the same message?), don't you suddenly feel let down?

If the content is personal...
For example, if you were thinking that the tie you were wearing that day
might be a little flashy,

and it was written on your cup, "That's a lovely tie you're wearing today,"
or something similar,

(They noticed that it was different from usual)

that could make your day wonderful, or you might remember that moment the next time you wear the same tie...

For example, at the restaurant where I used to work,
we placed message cards on reserved tables as welcome cards,
and I made sure to write something personal for one regular customer.
That person was happy that the message changed every time and started collecting the cards.

Just a single word, putting what you noticed into words or expressing it.

This is a classic example of personal service.

3. The correct answer is: I want to talk a little more

This is something I learned from someone who was called the "God of Service."

This is also linked to the idea that "they listen to what I have to say," but when you have listened to everything the customer has to say,
the customer is filled with a sense of satisfaction.

However, once they are filled with a sense of satisfaction,
it becomes difficult to lead to the feeling of "I want to see you again."

I still want to talk a little more—

That sense of wanting more
leads to wanting to see (or talk to) you again.

In reality, if you stay stuck at one table,
you will lose sight of the surrounding situation and won't be able to see the whole picture.

You might get 100 points at one table, but below passing at another.
This is a common behavior among new waiters.

The point is that the ratio of "wanting to talk more"
varies from customer to customer.

While watching the other person's expression, bring the conversation to a "temporary" close at a good point.
Make sure this "temporary" nature is clear to the other person.

Do not be biased toward a certain table; increase overall satisfaction.

This leads to customer service that makes people want to talk a little more.

Summary

To have people want to see you again,
an approach to the customer's [personal side]
is essential.

It doesn't mean you absolutely have to talk to them.
For customers who dislike that, you should leave them alone instead.
That [being left alone] is also a personal matter.

• The ability to read the room

• The ability to ask questions

• The ability to involve the people there

• The ability to see the big picture

These are all skills.
I wasn't able to do them from the start either;
I learned them through trial and error while making mistakes.

In your daily work,

It is also important to look back and reflect like this.

Please give it a try.