Perceived service standards in the hospitality industry.
A report by Steven Pike, Managing Director, HGEM
The last few years have been hard on hospitality, as businesses have suffered a double-whammy of pandemic-related issues, in addition to a vast loss of workforce due to Brexit. Recruitment issues within the industry are widely known and being short-staffed due to self-isolation requirements or staff illnesses due to the current Omicron wave has not helped matters. It’s clear that in circumstances like these, pre-pandemic service standards are extremely challenging to achieve. But the important question is, have consumers noticed the issue too?
Unfortunately, they indeed have, as a recent consumer survey by guest experience management expert HGEM finds that most customers (61%) believe service standards have slipped during the pandemic.
Service areas that have taken a hit.
According to HGEM’s survey, service has suffered in some areas more than others. Here's a breakdown of the service areas that have led to disappointing experiences by customers:
- Service quality (43%)
- Service speed (32%)
- Atmosphere (17%)
- Food quality (8%)
How to turn it around?
So, what can be done when businesses are short-staffed, whilst also struggling to recruit? HGEM asked their consumer base whether they would be more lenient towards any service issues if they knew that the venue was trying, but struggling, to recruit, and the answer was, overwhelmingly – yes.
Almost three out of four (71%) customers said they would be more inclined to forgive service mishaps if they knew about the venue’s recruitment struggles.
It’s therefore incredibly important for businesses that are struggling to communicate with their customers, letting guests know they are doing their best. However, this must only be a short-term measure, as HGEM examined whether the same excuse would work for the next time customers visited that same venue, and the majority (67%) said – no.
In summary, being open and honest about recruitment issues will draw sympathy from customers temporarily, but venues mustn’t let it become a crutch, as compassion fatigue will set in rather quickly.
Consumers’ suggestions?
HGEM investigated what consumers consider their preferred measure, for operators who are struggling with staff issues, for the short term, and over half respondents (51%) suggested that venues should reduce table numbers / the size of the area being served. Almost a third (31%) of customers would be happy to order from a reduced menu, if necessary, and 13% would prefer if the venue operated on reduced hours. A small percentage of customers (5%), however, believe a venue should ‘power through it’ and not use any temporary measures to help alleviate pressure from being understaffed.
Managing Director, HGEM
