Pizza Today - December 2017 - 22

At Your Service

PAUL PAZ

Two Kinds of Customers
Don't overlook your hired customers

T

here are two kinds of customers
in our business. The paying customer and the hired customer.
The paying customer is the obvious.
They are the consumers who come to
our establishments to buy the goods and
services that we promote and advertise via the usual commercial media/
marketing methods and our employees.
The paying guests reasonably anticipate
that we will deliver on the promises we
promoted.
The hired customer? Those are our
peers that we work with every shift.
From executive level to entry-level,
we serve each other to deliver on the
professional promise we all make to

2 2 / P I Z Z AT O D AY. C O M / D E C E M B E R 2 0 1 7

the paying customer. That promise, of
course, is of an excellent guest experience.
Serving the hired customer is as
simple as being on time for your shift so
that your peers can complete their work.
Being in the proper uniform, representing the brand professionally or speaking to each other in a respectful tone
are all things we do to serve the hired
customer.
THERE ARE THREE PRIMARY NEEDS
FOR BOTH THE PAYING AND HIRED
CUSTOMERS.
* UNDERSTAND ME. Realize that
each person is different and recognize

their different needs. For the hired
customers, training is the action of
teaching a skill or type of behavior.
Coaching is to prompt or urge
a person with instructions that
compliment and advance their soft
skills. Use the appropriate training/
coaching strategies and styles to
guide your hired customers to the
optimum behavior you seek.
* RESPECT ME. You must deliver
specific attitudes and actions that
show your hired customer that they
are highly valued. You set the tone
for the day at your first greeting at
the start of the shift. Do you greet
your hired customer in the same
manner you want them to use with
the paying customers?
* HELP ME. Do you mirror the
same service/soft skills that you
expect from your hired customers?
Do you provide the right materials
and effective emotional support,
so your hired customers can make
your brand's hospitality a reality?
Always make sure you set the
tone. Decide what kind of service
your hired customers need. Plan
your own rapport with them and
duplicate the behaviors you expect
your hired customer to present to
the paying customers. Smile and
greet them warmly (even though
the cheese delivery is late... it's
not the hired customers' fault!).
Besides the physical labor, help and
support your hired customers with
the emotional labor demanded
throughout the shift.
In the big picture, each shift will
evolve based on your leadership
as the pizzeria owner or manager.
How you treat your hired customers will determine how they will
treat their paying customers. n

JOSH KEOWN


http://www.PIZZATODAY.COM

Table of Contents for the Digital Edition of Pizza Today - December 2017

Pizza Today - December 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Conversation
Man on the Street
Respecting the Craft
Respecting the Craft
At Your Service
Destinations
Destinations
Knead to Know
Pizza & Pasta Northeast Recap
Road to Pizza Expo
Menu Guide
2018 Menu Guide
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - December 2017 - CT1
Pizza Today - December 2017 - CT2
Pizza Today - December 2017 - Pizza Today - December 2017
Pizza Today - December 2017 - Cover2
Pizza Today - December 2017 - Commentary
Pizza Today - December 2017 - 4
Pizza Today - December 2017 - 5
Pizza Today - December 2017 - 6
Pizza Today - December 2017 - 7
Pizza Today - December 2017 - Contents
Pizza Today - December 2017 - 9
Pizza Today - December 2017 - Contributors
Pizza Today - December 2017 - 11
Pizza Today - December 2017 - Expo Spotlight
Pizza Today - December 2017 - 13
Pizza Today - December 2017 - Interact
Pizza Today - December 2017 - 15
Pizza Today - December 2017 - Conversation
Pizza Today - December 2017 - 17
Pizza Today - December 2017 - Man on the Street
Pizza Today - December 2017 - 19
Pizza Today - December 2017 - Respecting the Craft
Pizza Today - December 2017 - 21
Pizza Today - December 2017 - At Your Service
Pizza Today - December 2017 - 23
Pizza Today - December 2017 - Destinations
Pizza Today - December 2017 - 25
Pizza Today - December 2017 - Knead to Know
Pizza Today - December 2017 - 27
Pizza Today - December 2017 - 28
Pizza Today - December 2017 - 29
Pizza Today - December 2017 - 30
Pizza Today - December 2017 - 31
Pizza Today - December 2017 - 32
Pizza Today - December 2017 - 33
Pizza Today - December 2017 - 34
Pizza Today - December 2017 - 35
Pizza Today - December 2017 - 36
Pizza Today - December 2017 - 37
Pizza Today - December 2017 - 38
Pizza Today - December 2017 - 39
Pizza Today - December 2017 - 40
Pizza Today - December 2017 - 41
Pizza Today - December 2017 - 42
Pizza Today - December 2017 - 43
Pizza Today - December 2017 - Pizza & Pasta Northeast Recap
Pizza Today - December 2017 - 45
Pizza Today - December 2017 - Road to Pizza Expo
Pizza Today - December 2017 - 47
Pizza Today - December 2017 - 48
Pizza Today - December 2017 - 49
Pizza Today - December 2017 - 2018 Menu Guide
Pizza Today - December 2017 - 51
Pizza Today - December 2017 - 52
Pizza Today - December 2017 - 53
Pizza Today - December 2017 - 54
Pizza Today - December 2017 - 55
Pizza Today - December 2017 - 56
Pizza Today - December 2017 - 57
Pizza Today - December 2017 - 58
Pizza Today - December 2017 - 59
Pizza Today - December 2017 - 60
Pizza Today - December 2017 - 61
Pizza Today - December 2017 - 62
Pizza Today - December 2017 - 63
Pizza Today - December 2017 - 64
Pizza Today - December 2017 - 65
Pizza Today - December 2017 - 66
Pizza Today - December 2017 - 67
Pizza Today - December 2017 - 68
Pizza Today - December 2017 - 69
Pizza Today - December 2017 - 70
Pizza Today - December 2017 - 71
Pizza Today - December 2017 - 72
Pizza Today - December 2017 - 73
Pizza Today - December 2017 - 74
Pizza Today - December 2017 - Product Showcase
Pizza Today - December 2017 - 76
Pizza Today - December 2017 - 77
Pizza Today - December 2017 - Pizza Today Yellow Pages
Pizza Today - December 2017 - 79
Pizza Today - December 2017 - 80
Pizza Today - December 2017 - 81
Pizza Today - December 2017 - 82
Pizza Today - December 2017 - 83
Pizza Today - December 2017 - 84
Pizza Today - December 2017 - 85
Pizza Today - December 2017 - 86
Pizza Today - December 2017 - The Marketplace
Pizza Today - December 2017 - 88
Pizza Today - December 2017 - 89
Pizza Today - December 2017 - 90
Pizza Today - December 2017 - 91
Pizza Today - December 2017 - 92
Pizza Today - December 2017 - 93
Pizza Today - December 2017 - 94
Pizza Today - December 2017 - 95
Pizza Today - December 2017 - 96
Pizza Today - December 2017 - Reader’s Resource
Pizza Today - December 2017 - Mike’s Monthy Tip
Pizza Today - December 2017 - Cover3
Pizza Today - December 2017 - Cover4
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