The document discusses customers and their importance to businesses. It defines a customer as the most important person and reason for a business's existence. It notes that customers have a variety of needs beyond just products/services, including emotional needs, and that employees should aim to satisfy all of a customer's needs to build loyalty and ensure repeat business. Finally, it emphasizes the importance of handling customer complaints calmly, apologizing for any issues, and working to find a resolution to prevent losing customers.

2. – cost of the paycheck we receive
– ultimate bloodline of our business
– sensitive treatment he/she receives
– treated courteously and promptly
– origin of the existence of our work
– member of community of prospective
customers
– expects his needs to be satisfied
– remember his stay in our outlets
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3. WHO IS A CUSTOMER?
1. A customer is the most important person
whoever enters the establishment.
2. A customer is someone who is seeking one or
more of the many services we offer.
3. A customer is not an interruption in our work –
he is the purpose of it.
4. A customer is not just another name on our
books – a cold statistic.
5. A customer is not someone to argue with.

4. 6. A customer is always right in his own mind.
7. A customer is a person who bring us his wants.
8. A customer is willing to pay fairly for the services he
received.
9. A customer is not dependent upon us, we depend upon
him.
10.A customer is a part of our business, he is not an
outsider.
11.A customer is human being with feelings and emotions
like your own.
12.A customer deserves the most courteous and attentive
treatment we can give him.
13. A customer is the reason for our being in business.

5. KINDS OF CUSTOMER:
A good waiter/waitress strives to serve
all guest equally well. Most guests will be
appreciative of your efforts while some will be
difficult to deal with because of their attitudes
or special needs. Handle each situation no
matter how unusual or unpleasant, with
intelligent, tact, good judgment and genuine
interest in serving the guest of the best way
you know how.

6. 1. The Early Customers
2. The Late Customers
3. Hurried Customers
4. The Over Familiar Customer
5. The Angry Customer
6. The Trouble-Maker Customer
7. The Tired Customer
8. The Weight-Watcher Customer
9. The Guest with Special Dietary Needs
10.The Senior Citizen

7. 11.The Child
12.The Young Adult
13.The Foreign Guest
14.The Intoxicated Guest
15.The Handicapped Guest
16.The ill Guest

8. CUSTOMER GOODWILL AND FOOD
SERVICE ETHICS
Our customers are the most people in our business.
They give us jobs. Without them, there will be no food
service or catering business for they are the ones who
make our business survive. Because of this fact, the
service personnel must exert great efforts to build and
maintain the good will of all their guests to be able to
have repeated and sustained service which every
service personnel should remember. He should
therefore maintain a pleasant, patient and
understanding disposition in dealing with them.
Service always be offered and not asked for.

9. Customer satisfaction depends on the extent by
which their needs and expectations are met by the
service personnel. Aside from the physical needs
like food, beverage, accommodation and
entertainment, customers have ego needs that
require attention and recognition. There are
customers who are difficult to please, those who
tend to gain attention through negative gestures
and comments. It is a must therefore that the
personnel who gets in contact with them should be
knowledgeable and tactful to properly handle them.
Otherwise, the said customers can make things
unpleasant for the establishment and the staff.

10. Customers judge a food service establishment not
only by the quality of service accorded to them. Our
personnel reflect the image of the company by the
way they carry themselves, the way they talk, and
the way they deal with the customers. They must
therefore conduct themselves in a professional
manner in compliance with service standards to
really create a good impression. These can be
attained through the procedural and the personal
dimensions of service.
For the procedural dimension, there are nine
elements that can be considered:

11. 1. Timeliness
2. Convenience
3. Smooth and organized flow of
service
4. Anticipation
5. Communication
6. Feedback mechanism
7. Problem solving mechanism
8. Monitoring of service
9. Professionalism

12. Personalized Dimension
This concerns rendering personalized service to the
guest making him feel important. The service personnel
should attend to customers’ needs with utmost courtesy,
graciousness and politeness. The following qualities
reflect warmth and graciousness.
1. Personalized service
2. Enthusiasm
3. Respect
4. Body language
5. Open-mindedness
6. Need satisfaction
7. Attentiveness

13. HANDLING CUSTOMER COMPLAINTS
The personnel who receives the complaints should know how to react in
a manner that he will not antagonize the guest. Here are some
pointers to handle customer complaints.
1. Never argue with customers. You might win an argument but will lose a
customer. Listen attentively to his complaint and avoid interrupting or being
defensive right away.
2. For faulty service (for the guest), apologize and promptly correct the situation.
3. Maintain your composure even if the customer is already shouting.
4. Welcome the complaint because this will give you the opportunity to improve
the operation. Take it as advice and express your appreciation for bringing the
matter to your attention and assure action.
5. If the complaint concerns food, offer to change or substitute. If cold or
uncooked, offer to reheat. If spoiled, offer to change and do not charge.
6. If the guest is still upset, call for the supervisor to handle his complaint.
7. Take appropriate action immediately and assure the guest that his concern will
be addressed and that a corrective action will be done. It is the responsibility
of the company to make the guest’s experience pleasurable and satisfying
through good food, good portioning, good service and clean comfortable
facilities.