Forced restaurant service charges can damage the customer experience

7 Aug

Forced restaurant service charges can damage the customer experience

In recent months I have experienced behaviour from restaurants which I can’t quite fathom. When I receive the bill a service charge has already been added. And not just at my usual 10% rate, which I thought was standard in the UK, but at 12.5% or even 15%.

A tip should reward good customer experience

I am not a skinflint, but I have my own rules for paying a tip. The waiter/waitress has to be a bit special, by doing something nice that makes me enjoy my experience that little bit more. It’s not difficult to wait on me with a smile, to be there when I need a new bottle of wine, to provide a recommendation, or to know where my food is sourced from. And I am happy to pay 10% in cash to the particular waiter or waitress who has made my eating experience a good one.

So when I sit at a cramped table, eating average quality food that I could have made at home, and have difficulty in attracting the attention of the waiting staff (or receive too much attention), I don’t feel inclined to leave a tip. But wait. This already expensive meal, of average quality, has a 15% service charge automatically added to the bill.

The credit card machine provides no obvious option to remove the service charge from my bill payment. The only way to do this is to request it, making the process more confrontational for customers. I’m sure leaving a tip used to be a discreet affair!

In true British style I decide not to make a fuss. But I muse on it for days. Who decided to change the rules? Who has suddenly decided that us Brits are always happy to pay a tip? Who decided that this tip was to be 15%?

My answer? I won’t visit this restaurant again and I’ll warn my friends of it.

Delivering beyond customer expectations must become a priority business objective

I believe this is a case where internal process and business objectives have become the main focus without considering the customer. Yes, the business needs to make more money, and yes the waiting staff would like tips. But surely you are more likely to build loyal customers by focusing on the experience and the food? And surely the customer should have the choice to leave a tip to waiting staff that have waited particularly well?

There are reports that take-away food is becoming more popular as customers “Trade down”, by wishing to spend less with the economic uncertainty that looms. So a restaurant that automatically increases its pricing by adding a 15% service charge is not going to entice customers.

It is also important for restaurateurs to ensure their customers know what will happen to the tips they leave. It is disheartening to think that my tip is being used to top up salary. So it is comforting to see that the law is being updated. However, the choice must remain with the customer.

Understanding customer needs, meeting their expectations, and giving them the choice to tip is far more likely to encourage repeat visits. So companies must balance the business and customer objectives to ensure a sustainable and successful service.

Have you pushed forward your business goals without considering your customers’ goals?

Related services: Customer Profiling, Customer Experience Research, and Customer Requirements Capture

 

 

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Ali Carmichael

About Ali Carmichael

Ali (or Alasdair) is an experienced project manager who loves his Gantt charts and milestones! He has over 12 years' experience managing successful online experiences for world class brands. Ali is responsible for ensuring our clients love what we do for them. Follow Ali on twitter @AliJCarmichael

  • http://www.wakefield-restaurants.co.uk Restaurant Wakefield

    I agree 100% with you. If the service is not worth a tip why should you pay a tip? It have little to do with the actual cost of the tip but infact what it stands for. Maybe if waiters/waitresses still had to work that extra bit harder to recieve a tip; the quality of service for all customers would rise which would make it better for customers aswell as the ratings of the restaurant

  • http://www.bradfordsbakers.com hampers

    Indeed good customer service will result to repeat-customers, but bad customer service will result to a bad-word-of-the-mouth advertisement. Additional or some hidden charges should not be burdened by customers. If possible, a promotional spree of a little discount or a little freebies are worth an added delight.

  • http://www.aabtraining.co.uk PTLLS

    Europe is moving towards integration educational services and training styles. This will be like a dream come true for adult learing.

  • xxxxxx

    i just want pointed out

    "if the service is not worth a tip why should you pay a tip"- well service is the whole experience in a restaurant .I do agree when the food is bad -why should you pay. However, someone cooked the food for you ,another person have made your drinks,therefore service is not only a waiting staff around you. Keep that in mind when you will dine in a restaurant next time.