17th May 2012
We have all been there, when we are in a restaurant and have had a lovely meal, but we are waiting for the bill and it just doesn't arrive. Subtle attempts to gain the attention of the waiter or waitress, who was very accommodating earlier, are becoming more and more pronounced and the frustration is mounting. It seems petty, but it can ruin the entire experience, especially if there is somewhere else the customer needs to be. Well it turns out that here at Mystery Dining we are not the only ones who get riled by the issue of slow payment. A study which was commissioned by Streamline found that 89 per cent of people have had an experience where slow payment has ruined their entire evening. This may be shocking to some in the hospitality industry who believe that the quality of the food always comes first and that making sure people are seated would be more of an issue. But in fact half of those questioned for the study said that it was more important to address payment speed than issues with the food. This is a perfect example of how just one aspect of customer service can let the whole establishment down. Donna Dawson, a consumer behaviour expert, said: "A customer who has to wait to pay will feel ignored and expendable, and this situation could run the risk of non-payment." And restaurant managers can ill afford to ignore what diners are saying, as customer feedback in this day and age is the ideal tool to help iron out any such operational issues. One of the reasons why it is so important is because receiving the bill is one of the last pieces of interaction with a restaurant and therefore leaves a lasting impression. Customers can feel trapped by not being able to pay when they want to and worse than that, undervalued. This can be particularly noticeable if the waiter or waitress has been attentive throughout the meal, but has moved onto another set of diners once the food has been served. Repeat custom is an important market and bringing the bill promptly but not pressurising customers into paying straight away will allow them to deal with it as soon as they are ready. Such prompt service will ensure the customer leaves on a good note with a positive frame of mind.
