Amazing customer service - restaurant style

Maggiano's Little Italy in Durham, NC is a little restaurant with a fascinating angle on customer service. They want to make their target customers (new customers and out-of-town visitors) feel very special. They do this in a way that can be (but rarely is) used by most businesses, especially those in the hospitality and other service industries.

I recently had dinner in this restaurant for the first time. The server casually asked my guest and me about ourselves, and any dietary needs. Upon learning that my guest was visiting from another state and that we had never been to the restaurant before, the server quietly swung into action. After we were served a delicious dinner, several members of the restaurant staff visited to welcome us, and we were offered a complimentary (and wonderful) mini-dessert for us to split.
The purpose of this extra attention was of course to make us feel like visiting royalty, and naturally want to return.

Basically, the approach of this restaurant boils down to three principles that can easily be used by other businesses. First, the first person who approaches the new customer is well-trained to ask a few casual questions to search for customers with specific characteristics. Second, there is a system to discretely alert other members of the staff, who also welcome the visitor. Third, the business provides complimentary samples of additional services or products to these visitors, as a tangible welcome.

Many businesses could also offer to put the visitor on their mailing lists, and send him or her coupons for special deals or freebies throughout the next year to entice him to return. Others such as hotels maintain a database of customers' preferences (whether for types of rooms, recreational activities if mentioned, or other issues), so that they can refer to it when the customer comes again.

What is a recent example of great customer service that you have experienced, and what could other businesses do to emulate it? If you own or manage a service business, what else could you do to welcome your new customers?

Business Speech Improvement provides intensive training in communication skills. Training is offered through seminars, individual coaching and economical, practical e-books. One such e-book is Executive Communication Strategies, including tips you might wish your supervisor knew!