Customer psychoanalysis and service communication skills

Purpose of study: To understand the general needs of customers, learn to analyze customers' motives for patronizing restaurants, enable employees to master the skills of communicating with customers, correctly guide customers' consumption, and cultivate employees' promotion ability and adaptability. Customer demand analysis and communication skills. Restaurant service is all the activities that restaurant waiters engage in to meet customers' catering needs under certain equipment and space. Restaurant service is the core of all restaurant work. With the continuous improvement of people's living standards, customers have higher and higher requirements for the service quality of restaurants, which requires us to continuously improve the service level of restaurants on the basis of ensuring the quality of dishes. When we face customers from different regions, different living backgrounds, different living habits, different genders, ages and different psychological states, in order to satisfy every guest, waiters should pay attention to observation and analysis in their daily work, capture information in time and accurately, and understand and meet the needs of customers. Therefore, studying customers' psychological activities and needs in the process of dining is helpful to cultivate the insight of service personnel, realize "knowing ourselves and knowing ourselves" and provide the best service for customers.

First, customer demand analysis The core of restaurant service is "customer-centered". Our service object is the guests, so we must try our best to meet the needs of the guests and make profits from meeting the needs of the guests. However, different customers usually have different needs, and they know little or nothing about their customers' needs. People who don't know the needs of guests can't do a good job of service. Therefore, if we want to serve well and win customers, we must learn to understand and meet the different needs of customers. (a), to meet the psychological needs of customers 1, respect: customers have to meet the needs of self-esteem and vanity. Although most people are ordinary people in society, they want others to respect and accept them as people different from others. This requires service personnel to show enthusiasm and friendliness, obey their orders, care about them, and be polite and considerate. 2. Comfort: When customers go to a restaurant, they should first feel the environment of the restaurant, such as spacious hall, elegant private rooms, emotional coffee shop and luxurious banquet hall, all of which make the guests feel comfortable and comfortable. 3, seeking hygiene: "The disease enters from the mouth" is well known. Restaurant hygiene is related to the health and life safety of customers. Therefore, customers have higher requirements for the restaurant's environmental hygiene, tableware hygiene, food hygiene and personal hygiene of service personnel. 4. Convenience: When customers leave their familiar working and living environment and come to a relatively unfamiliar environment in the restaurant, they will have worries and doubts, such as "I'm in a hurry, can I serve quickly?" When holding a banquet, they will worry, "Can I do the reception as required as scheduled?" Wait a minute. In view of these problems, restaurants should consider that the services provided should be as convenient as possible for their guests. 5. Friendly: The service of the restaurant is a person-to-person direct service, which is carried out between the service industry and customers and directly provided by the waiter. Therefore, we must make customers feel that our service is full of respect and friendliness, and our service personnel are not only willing to serve, but also good at serving, so as to patronize next time. This is the intimacy left by the restaurant service to the guests. 6. Seek safety: When people come to restaurants, they all hope that their property, health and spirit will not be harmed. For example, whether food is hygienic and safe, whether property will be stolen, whether people will slip and get hurt on the ground, and whether tableware will cut guests. 7. Pursuit of enjoyment: customers come to restaurants for consumption, not "spending money to buy enjoyment". Therefore, the service we provide must give guests a sense of freedom, kindness, respect and friendliness, so that they can come happily and return with satisfaction. 8. Seeking the atmosphere: Many customers come to the restaurant to spend money precisely because of the good environment and atmosphere of the restaurant, such as the decoration, aesthetic application, good color matching and elegant style of the restaurant, as well as the elegant atmosphere set off by lights, artworks and flowers, which are what customers need. In addition to material needs, people need spiritual satisfaction. 9. Seeking quality: The meaning of quality varies from person to person. Gourmets demand high-quality food, and most guests' requirements for food quality will fluctuate according to the price of dishes. However, they all require dishes with good color, fragrance, shape and decoration, fresh food raw materials and a combination of taste and nutrition. Therefore, restaurants should aim at different tastes and preferences of guests, diversify food varieties and provide diversified dishes and drinks according to different seasons. 10, asking price: Although a considerable number of customers spend a lot of money, it does not mean that they have no scruples about spending money. As far as consumers are concerned, the food and services they want should be equivalent or even overestimated compared with their expenses. Beautiful environment and good atmosphere, exquisite food, excellent service and reasonable price will make customers feel value for money. (2) The customer's dining motivation 1. Life needs: The most basic needs of customers are to eat food, relieve hunger and supplement nutrition and energy for the body. People need to eat, drink and sleep to maintain their health. 2, social needs: customers have social needs, dedication and giving needs, they need to make friends to get entertainment or receive others. The good environment, atmosphere and service of the restaurant will make the guests feel warm hospitality. 3. Adjust daily life: People need to get rid of busy daily work and complicated family life, change the dining environment, relax their body and mind, and enjoy life better.

Second, there are two ways to understand customer psychology: indirect and direct. Indirectly through customer files, reservation information, reception sheets, etc. ; The direct way is reflected by observing and contacting guests. But more and more proper understanding is through direct means, which requires restaurant waiters to have good observation. An observant waiter can observe customers' eyes, expressions, speeches and manners in daily reception, and find some humble but special psychological motives of customers, so as to use various service psychological strategies and flexible reception methods to meet customers' consumption needs. The following are the main points of observation and understanding: (1) Pay attention to the customer's appearance characteristics, and you can make a preliminary judgment on the customer's characteristics from the physical appearance and clothing. For well-dressed gentlemen and well-dressed ladies, they need to sit where others can easily observe them; Couples wearing matching clothes also want to be appreciated and envied by others, and their seats also want to be arranged in a more eye-catching position. High-grade guests are also very demanding. He asked for the same service because he spent enough money. He goes to many high-class hotels, and he will compare them. Correctly identify the identity of the guest and pay attention to the occasion where the customer is located. Customers with different occupations and identities have different needs for services. In addition, customers have different demand psychology for services on different occasions, which requires waiters to provide targeted services for customers according to their different genders, ages, occupations and hobbies. (2) Pay attention to the customer's language through dialogue, conversation and soliloquy. This direct expression helps the waiter to know the customer's birthplace, identity, needs and so on. Analyzing the language and carefully trying to figure out the meaning of the customer's language is helpful to understand the meaning expressed by the customer's language and avoid misunderstanding. For example, several guests come to a restaurant. From their conversation, the waiter learned that a customer should not only taste a famous dish, but also taste other dishes when entertaining a friend. The waiter took the initiative to introduce all kinds of snacks in the restaurant, from cooking methods to taste characteristics and nutritional value. The guest said that he was greedy and had a big appetite. He ordered several dishes in succession and was very happy. (3) read the guest's body language, which is silent language. It is more complicated than spoken language and can be divided into dynamic and static. Dynamic language includes head language, sign language and expression language, while static language includes flower language and dress language. These indirect expressions can reflect whether customers accept and are satisfied. (4) Careful observation of customers' expressions, customers' behaviors and facial expressions are often the leakage of silent language, and customers' psychological activities can also be leaked from this aspect. By observing customers' facial expressions such as eyes, face and facial muscles, we can make correct judgments. For example, blushing and high spirits are happy and pleasant expressions; Blushing is a sign of shyness or embarrassment; Eyes full of god, dancing with joy is the expression of excitement and joy; Flipping eyebrows or frowning is a sign of emotional anxiety or dissatisfaction. For example, when a guest enters a restaurant, the waiter immediately stands next to the guest and waits for the guest to order, which will make the guest feel inconvenient or even nervous. After handing in the menu, the waiter should stop for a while to leave room for discussion. When the supervisor looks up, the waiter should immediately appear or answer questions, and naturally introduce and sell special dishes. In customer service, waiters should learn to observe words and deeds. (5) Put yourself in the other's shoes and make a correct judgment on the customer's situation. For example, a guest came to a restaurant, ordered good food and began to eat alone. "Waiter, is there any boiled water?" The gentleman looked at Xiao Liu and asked. "Okay, please wait a moment and bring it to you right away. "Xiao Liu immediately brought boiled water to the guests. At this moment, the guest's cell phone rang. After the guest answered the phone, he immediately accelerated the pace of eating. Obviously, he needs time. When Xiao Liu saw it, he thought that the boiling water had just arrived and the temperature was still very high. So when the guest had no time to drink, he quickly sent the guest a glass of ice. He smiled and said to the guest, "sir, there is ice here." If you feel a little hot, add some. " The guest took an unexpected look at Xiao Liu and said, "Thank you." Later, Xiao Liu noticed that the guest added ice cubes to the cup, tried to take a sip, and then gulped it down. He smiled at Xiao Liu and quickly checked out and left. What can we learn from this case? To do service work, you should keep an eye on all directions and listen to all directions. Only by wholeheartedly thinking about the guests, thinking about what the customers think, and being anxious about what the customers are anxious, can we provide quality services to the customers in time.

Third, the skills of communicating with customers, customers' needs for restaurants are diverse. In the process of serving the guests, the service staff should not only provide the guests with exquisite dishes and clean dining environment, but also communicate their feelings with the guests during the service. When guests come to the restaurant, they not only need to taste delicious food, but also need the restaurant staff to treat them as friends and relatives. They not only like to hear the attentive greetings from employees, but also like to see their kind smiles. They also hope to get sincere friendship and care from their relatives. (1) Attendants should strengthen customer awareness 1. Customers are the "food and clothing parents" of the restaurant. 2. Customers are customers of restaurants. Customers are people who come to restaurants to seek service. Customers always have many demands. 5. Customers are flesh and blood. 6. Most customers are very reasonable. After all, a few customers deliberately importune. (2) Several elements of establishing a good customer relationship. Remember the guest's name. In customer service, remembering the guest's first name and addressing the guest appropriately by the guest's last name can establish a harmonious customer-customer relationship. For the guest, he will feel proud when the staff can recognize him. 2. Pay attention to the words. Talking, talking, serving and saying goodbye to guests with appropriate language can make guests feel that the relationship with waiters is not just a simple relationship of buying and selling goods, but an interpersonal relationship between service and being served. Pay attention to the voice and intonation when you speak. Tone, intonation and voice are the "strengths" of the speech content, and they are often more important than the speech content. Customers can judge whether your speech is welcome or boring, respectful or rude from these aspects. In our customer service, paying attention to listening and speaking is an aspect of communication with guests. Paying attention to listening can show respect for our guests and help us to know more about them and serve them better. 5. Pay attention to facial expressions and eyes. Facial expression is the expression of the waiter's inner feelings. Even if you don't say it in words, your expression will still tell the guests whether your attitude is good or bad. Don't avoid or stare at guests when your eyes meet unexpectedly. You should show the sincerity of your service to the guests through proper contact, because the eyes are the windows to the soul. 6. Pay attention to your posture. Standing posture can reflect whether you are strict, bored and indifferent to your guests, or whether you care, care and welcome them. When you meet a guest, you should stand still and avoid turning your back on the guest. (3) Master the skills of establishing good customer relations 1, be good at foreseeing and mastering the motives and needs of guests visiting hotels, be good at observing customers' emotions and their reactions after receiving services, and take targeted services. What targeted services can marketers take? For example, one morning, two elderly guests came to a restaurant, and the waiter Xiao Yang warmly received them. The two guests ordered two identical breakfasts, fried eggs, sandwiches and milk, and the food was quickly sent to the pickled silkworm table. Xiao Yang found that the guest pressed the fried eggs with a napkin, and there were many oil stains on the paper. When eating eggs, the guests only ate protein and put down the yolk. The next morning, the two guests came to the restaurant again, and Xiao Yang still warmly received them. The two guests ordered the same breakfast as yesterday, and soon the food was delivered to them. Different from yesterday, today's fried eggs have no yolk. The waiter in the restaurant was very considerate, and the two guests were very moved. It turns out that one of them has cholecystitis and the other has high blood pressure. They don't eat egg yolks and greasy things. A good waiter should think before the guests think and do it before the guests want. What kind of guests should not eat what food? Everyone should have common sense in this field! Gout, pregnant women, hypertension, hypoglycemia, children, the elderly and so on! 2. Provide a vinegar scrambled egg for the guests with diarrhea. Provide a cup of bitter gourd juice for angry guests. Provide a glass of crystal sugar water or lemonade for drunken guests. 3. When the old customers come to have dinner, adjust the dishes according to the records of the guest's historical files. If guests come twice a day; Come to eat and inform the kitchen to adjust the dishes in time. Why should we adjust our skills? 2. Be good at understanding and understanding guests. In the process of serving customers, we should consider the problem from the perspective of customers. For example, at noon one day, a guest with a disabled foot and a wheelchair entered the hotel for dinner. Xiao Zhang, the waiter, enthusiastically helped the guests get close to the table, poured tea and ordered food for them, because the guests had a lot of dishes (what do you think of the ordering staff? Responsibility, what should you do? Inform the kitchen to stop eating, ask the guests to return their meals, and take the initiative to divide meals for the guests. The food served later had to be placed on the other side of the table. Guests with disabled feet have some difficulty in holding food. When Xiao Zhang saw it, he immediately went forward to help him with the food, but the guest politely said that he would do it himself. However, Xiao Zhang helped the guest with the food, but the guest's face suddenly sank. He said unhappily, "Who told you to take food?" After paying the bill, he left angrily. In fact, guests have strong self-esteem because of their own shortcomings. Some disabled guests insist on doing things by themselves, and the waiter should serve according to the specific situation. Too much service may hurt guests' self-esteem. If you are an old man, what should you do? 3, the service to customers should be consistent with words and deeds. Restaurant service should pay attention to the commitment to customers, not only to speak well, but also to do well. For example, a guest took his colleague to a restaurant for a wedding reception and reached an agreement with the manager of the restaurant in advance. On the basis of adjusting and modifying individual dishes, 10 is given for each banquet. On the wedding day, because the manager was busy with other work, he forgot to tell the lobby manager the initial oral agreement. As a result, there was an argument between the guest and the cashier at the checkout. The guest went to the restaurant manager with the opinion of his only son, accusing the manager of being untrustworthy. At this time, the restaurant manager suddenly remembered that he forgot to tell the lobby manager about the agreement in advance, and immediately apologized to the guests and informed the lobby manager to properly handle the matter. Therefore, hotel management must be "honest" because everything will hurt customers. What should I pay attention to when ordering food for customers? 4. Treat guests equally, treat guests equally. The basis of excellent service in restaurants is to respect guests, and any guest needs to be respected. When providing services, you should abandon the old habit of "taking people by vegetables" (if you are familiar with the consumption habits of old customers, you can communicate with them, understand the nature of guests' banquets, and try to figure out their consumption psychology). It is absolutely forbidden to judge a person by his appearance and judge him by his position, but we should treat every guest equally and kindly. For example, Xiaoyu is a salesman in a company. Because of the nature of his work, he often eats out and is familiar with the restaurants near the company. One day at noon, he came to a restaurant and saw many guests, so he ordered two side dishes casually, shredded pork with green pepper and a green vegetable, so that he could go to work immediately after eating. But after waiting for a long time, the food hasn't come yet, and every time I urge the waiter, I always "wait a moment". But dishes like left and right just can't be served. It turned out that the restaurant was busy greeting big customers, so it left the "small fish" like Xiaoyu aside. Seeing other steaming delicacies, Xiaoyu suddenly felt a strong sense of humiliation. He stood up angrily and walked out of the restaurant. Xiaoyu then chose another restaurant, which also had many guests, but the difference was that Xiaoyu's dishes were served soon. While eating, Xiaoyu deliberately mentioned some embarrassing things to the restaurant, but the restaurant waiters gave him satisfactory answers, which made Xiaoyu feel very satisfied. He feels respected in this restaurant. Later, he put all his business entertainment in this restaurant and became a frequent visitor to this restaurant. For the previous restaurant, Xiaoyu's departure not only hurt the guests, but also damaged the meals. The image of the guild hall was greatly reduced, thus losing a large number of guests. There are the most people like us in the food city, and he may bring benefits to us and the brother hotel; Marketers must pay attention. 5. Sincere attitude and warm and thoughtful service. Sincere, warm and thoughtful service makes the guest feel your concern, understanding and consideration for him and meet his legitimate requirements. For example, one day, a pregnant lady and her friends came to a western restaurant. She asked the waiter to make her four cups of coffee. Xiao Lin, the waiter, immediately promised the guests and began to prepare. Careful Kobayashi thought: It is not easy for pregnant women to drink coffee, but it will be better to drink milk. So, she specially chose a glass of milk for the lady and had coffee with three other guests. When bringing milk to the lady, Kobayashi said softly, "I thought you were pregnant and it was not easy to drink coffee, so I took the liberty to bring you milk." I wonder if you mind? " After listening to these warm words, the lady thanked her again and again. What have you learned from this case? This is a case of careful service, and the service personnel have corresponding common sense.