In my field, the hospitality industry, good service is everything. After all, no other sector involves quite so much human interaction – and is thus so susceptible to
a succession of minor disasters. Here's my (necessarily) highly subjective list of three companies that offer the best service in this management minefield – one an upmarket hotel company, one a fast food chain and the other
a casual dining business.
The first example is Four Seasons Hotels and Resorts. This Canadian organisation has a terrific reputation for consistent quality across its 85 hotels in 35 countries. Founded almost 50 years ago, Four Seasons has made its ethos of personal service into a competitive advantage. From doormen and housekeepers to managers and receptionists, it has developed a distinctive culture that delivers a great experience. It achieves perhaps 30 per cent higher revenue per available room than competitors because of its deep understanding of what matters most to guests – and staff.
The point is that great service is memorable, and this is crucial in any industry that relies
upon repeat business. Affluent customers will remain loyal to
a hotel that always treats them with respect and warmth.
The next case study is the Pret A Manger chain of takeaway sandwich shops. Its approach to training, teamwork and staff motivation is proving to be revolutionary within the fast food business, where sullen service is common. As the
New York Times put it recently, "Pret has managed to build productive, friendly crews out of relatively low-paid, transient employees."
It partly recruits and rewards employees
based on qualities such as cheerfulness, and uses mystery shoppers to identify good and bad examples of staff attitudes. The management knows that speed of service
is paramount to its lunchtime customers, and so it focuses
on swift delivery every time. The overall approach reminds me of the Japanese kaizen philosophy – many small improvements and a relentless focus on getting better.
The final example is close to home: Giraffe, a restaurant chain of over 40 branches, of which I happily declare that I am chairman and an owner. It was founded and is still run by my business partner Russel Joffe, a dedicated restaurateur, who has instilled in his managers a belief in welcoming and cordial service – especially towards families. Simply put, harassed parents become your most devoted customers if you take care of their offspring well.
Luke Johnson is chairman of Risk Capital Partners, part owner of a number of restaurant chains, and author of Start It Up: Why Running Your Own Business is Easier Than You Think (Portfolio Penguin, £12.99)
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