Bartending. Adam Freeth

experience in your bar is largely your responsibility. Be aware of the needs of all your customers, not just those that tip, as all customers are potential tippers and regulars. Anticipate your customers’ requirements and be attentive to their needs.

      Remembering a customer’s drink is not only courteous but also shows professionalism. Make a mental note, or if you didn’t serve the customer first time around, use your product knowledge to identify a drink by the glass in which it is served, the garnish or the colour. If in any doubt, don’t be afraid to double-check the order with your guest.

       BARTENDER’S TIP:

      If a glass looks like it’s nearing empty, offer the customer another drink. It is important to remember what the drink was, and ask ‘Would you like another drink?’ or, for a more subtle approach, ‘Same again?’. A general rule is to offer when the glass is no more than a quarter full, but remember not to be pushy – use your charm and charisma instead!

       THE FAREWELL

      Say goodbye to all customers, not just those you have served. Say such farewells as ‘See you again’, ‘Thanks, have a great night’, ‘Cheers, see you soon’ or ‘Enjoy the rest of the day/evening/night’. A friendly farewell will leave a positive impression on your customers.

       REPEAT VISITS

      If the drinks are served correctly and to the highest possible standard of service, you can guarantee you will have customers flocking back to your bar. The customer journey does not end when they leave your bar for the first time, it continues with them in the conversations they have with work colleagues, friends, family and anyone else they share their experience of your service and the bar that they met you in with.

       CONSIDERATIONS OF THE CUSTOMER JOURNEY

      The service that you provide should be a personal service that is tailored to each guest and adapted to the venue, without compromising consistency. It is common sense that a more formal bar, such as one found in a five-star hotel, may require a more formal approach to a loud, very large nightclub.

      It is vital to also take into consideration the type of customers you are serving, as every customer will have different expectations and needs. Reading your clientele is an important skill of a professional bartender and the ability to adapt your style of service to meet and exceed all of your customers’ needs is not an easy task.

       HANDLING COMPLAINTS

      Nobody likes receiving complaints, but complaints are not always a bad thing as they can help you improve the standard of service. No single business in any industry can say that they have never received any complaints. If we learn to handle them correctly and professionally we can increase our customer base and revenues and turn a customer’s negative experience into a positive one.

      A customer who complains encourages you to do your best and to keep your standards high. Your customers can see things that you might miss or not be aware of and every complaint will give you insight into how you can help to improve your business. Getting defensive never helps and almost always makes matters worse. This is not about who is right and who is wrong; it is about helping a disappointed customer and keeping their business. Remember to keep things on a professional level at all times.

      Only 5% of disgruntled customers ever make their dissatisfaction known to the average business and a large portion of them will not visit or buy from that business again. Almost three quarters of customers that complain will continue to do business in your establishment if that complaint is resolved and almost all will if that complaint is handled swiftly and professionally.

      A study by the US News and World Report showed that 68% of customers would not return to an establishment due to an attitude of indiffence towards them by employees and 14% due to product dissatisfaction, so it is well worth keeping your clients happy.

       10 COMMANDMENTS FOR COMPLAINT HANDLING

      1. Always be polite

      2. Listen attentively and do not interrupt

      3. Never make excuses, blame someone or something else, argue with the guest, or raise your voice

      4. Apologise but do not try to justify the situation

      5. Reiterate the problem to the guest to ensure full understanding

      6. Offer options to solve the problem. Agree a course of action with the guest

      7. Deal with the situation immediately and efficiently

      8. Thank them for bringing the situation to your attention

      9. Always ensure that your guest is totally satisfied with the situation

      10. Always inform a manager of important issues Finally… never, ever take a complaint personally.