Just Smile and Say Goodbye

The other day I asked my staff what the difference between service and hospitality was. A few replied with textbook accuracy, others were bewildered and a few more started to really think. I had recently been to an outpost of Ya Kun Kaya Toast for a cup of coffee and some kaya and that's when the wheels started to turn. The cashier was curt, failing to display any sort of smile or warmth. I proceeded with the payment, ate my toast and left. The next day without much thought, I popped in to Starbucks for a quick coffee and a read of the paper. As soon as I entered I was greeted with a glowing smile and infectous energy. I ordered, had a brief conversation and enjoyed my quiet morning. When I left they said, "goodbye and see you again", and so I pondered, two coffees: two different experiences.

The truth is, that service is the technical ability to deliver a product, think car mechanic or massage therapist. They are providing a service and in turn delivering you a result. Hospitality is the innate ability to generate memories and experiences from someone. Intangible elements such as the greeting, the farewell and the friendly smile all play a part in defining this form of generosity. It cannot be contrived, manipulated or faked. In many ways hospitality is the texture of an experience, something that is warm, comforting and genuine. It could be the use of your name as you arrive or the thoughtfullness of the staff as they recall your preferences and look after you as though you were invited to thier home. It is the way you are spoken too, the subtle gestures and the care exuded by the individual.

In Singapore, the problem lies not with the training of technical service standards but with the ability to foster hospitality among the staff. A great service experience in a restaurant almost always reflects the "mood" of the staff and the environment in which they create. They have to be active particpants in the experience. There are many who believe that great service across the board in Singapore is impossible and should never be expected unless your paying for it at the highest levels. But the truth of the matter is, it doesn't cost anything to have staff smile and say goodbye. Till next time....