Commerce Development Research Institute (CDRI) held a lecture in the 19th afternoon. The theme of the event was "Evolutionary Service", speaker which was Prof. Guo-Yao Su from National Kaohsiung University of Hospitality and Tourism. We have Chairman of CDRI, Tain-Tsair Hsu, gave us an opening speech and the event was hosted by Vice President of CDRI, Hwang-Jen Chang. Focus on how to teach us to distinguish the demographic level, grasp the key opportunity, when the customer's expectations and characteristics of goods can be closely integrated, then it forms a good service, and the attitude of the service is one of the key to the service quality in order to achieve the "Evolutionary Service" goal.
Chairman of CDRI said "I am looking forward to the service industry in Taiwan, but I often when they know who I am and the service will be completely different. In fact, this is exactly the opposite of the core value of the service." Also, pointed out that the catering services industry in the leading institutions of higher learning can set up exclusive majors, as the training of high-level talent in the field, in Taiwan, for example, Taiwan University, whether they can also set up a catering major in the future? Chairman Hsu, further stated an example, there’s a restaurant in US due to reservation mix-up in dates and cannot be cancelled due the restaurant has already prepared all ingredients of the food, thus the customer invited & treated homeless for a nice free meal, this refined act led to a high praise social recognition in catering industry, same time every year, the restaurant will entertain the homeless, to enhance the service to a higher level of corporate social responsibility.
Professor Su has served as General Manager at Taipei Landis Hotel, Deputy General Manager of Landis Group Hospitality, General Manager of Tempus Hotel Taichung, General Manager of Tayih Landis Hotel Tainan and many other positions, with extensive practice in Taiwan's service industry. Professor Su shared in his lecture, when the "service" from human is not stronger than the robot, one day will certainly be replaced by the machine, after all, service is from human nature, sharing evolutionary experiences, can be a crucial factor to give back services industry.
Professor Su shared his own experience - due to several flights transferring, breakfast on the plane has been offered at least two times already, Professor Su said: "a careful flight attendant noticed that I did not touch my breakfast, because I only ate the yogurt and fruit, she took the initiative to ask me, right here, she did three things right.” Flight attendant asked:" Mr. Su, does the meal not meet your taste? Let me help you change to eggs, ok? " Professor Su further explained, first: the flight attendant addressed my last name, second: asked with an empathy attitude, third: active on providing options, in fact, this is the wisdom of the service industry; when in the hotel, when you know that the customer in front of you is from China, how would you greet them in the morning? It is recommended to use “Morning, Good Morning" at the same time to say hello, so that the customer would understand that you are using "Taiwan's most beautiful scenery" attitude to greet with their most hometown greetings.
Professor Su during Q & A, reminded us there is no bad customers in the service industry, only difficult to serve guests, and there certainly be irrational customers, but the proportion is very low, according to the industry that only 2% from customer plaints are actual bad customers, so the entire industry should not focus on the 2% irrational customers and let the rest customers be 100% satisfied. Professor Su also said that the hotel industry will certainly have the so-called blacklist, but it must be based on true events, and be reminded in the industry, after all, managers cannot allow the first line staffs casually reject customers.
Vice President of CDRI, Hwang-Jen Chang, further explained, now every industry is in the era of service industry, it’s not like the manufacturing industry follow the standard operating procedures, the same situation meet different people, can only rely on-the-spot response and from experience to determine how & what to do, there is never a standard answer. And a moving service, not just a standardized SOP, must be an intimate & interactive service, able reading the heart of customers kind of hospitality.
