Communication with customers
Customers
Effective communication
- Communicating effectively with the customers will contribute to their overall experience and may exceed their expectations. The customer will feel valued and respected as their needs are being listened to and met.
- Good verbal communication in any hospitality outlet will make customers feel welcome and that their custom is important. This encourages them to return.
- Accurate written documents e.g. menus, bills, tourist information creates a good impression and makes the customer feel the business is efficient.
- Providing staff who can speak a foreign language will impress those who do not speak English and create a reassuring atmosphere for them. Additionally, having some written information in different languages shows that meeting their needs is a priority.
- An efficient ICT system means that customers can contact the business quickly and easily saving time and effort.
Non-effective communication
- Poor verbal and non-verbal communication skills can create a very bad impression in all types of hospitality outlets. Customers may feel staff are displaying bad manners and will not be impressed. They may become frustrated and this can lead to the customer lodging a complaint.
- Inaccurate or out of date written information may result in customers’ needs not being met. The customer will be dissatisfied and frustrated and be unlikely to return so business is lost.
- When customers receive poor service due to a breakdown in communication they will tell their friends. This may have a negative impact on the reputation of the business.
External stakeholders
Stakeholders are those people who have a temporary connection with a business to carry out a particular role. Examples include environmental health officers who carry out inspections, fire officers who check that fire safety procedures are in place and outside contractors who may be carrying out maintenance or repair work.
Effective communication
- Initial communication will often be a telephone call from the stakeholder to the business explaining procedures and agreeing any dates. The efficiency of the person receiving this call will build confidence with the stakeholder and set the tone for any further contact.
- Written documentation provided and required by the stakeholder will usually be accessed by the business from the relevant website. It is important that any written information provided by the business in response is detailed and accurate to ensure a positive working relationship.
- Positive verbal communication means problems identified can be discussed and solutions agreed. Good non-verbal skills displayed by staff members to the stake holder will mean positive, non-threatening relationships are established.
- Effective verbal, non-verbal communication and accurate written documentation means the stakeholder can complete all parts of the process more quickly. This is positive for both the stakeholder and the business when legal requirements are met and work is completed.
Non-effective communication
- Inaccurate verbal or written communication which lacks detail can cause delays e.g. the information/documentation required by Environmental Health to provide the food hygiene rating for an outlet may not be completed properly and this adds to the workload of the Environmental Health Officer.
- The relationship between the stakeholder and the business may become strained or breakdown because of negative verbal and non-verbal skills displayed by one or both parties. This makes it more difficult to build positive working relationships.
- A breakdown in communication can result in missed deadlines and incur extra costs or additional time spent in explaining the requirements for approval. This can put the outlet at risk of losing business.
- Ineffective communication by either the stakeholder or staff members can cause uncertainly and confusion. This could mean repetition of tasks wasting time and resources.
