We've all experienced it. We walk into a business and it's unclear where to order, who waits on us - if anyone - and what you can expect. Many businesses, especially restaurants and bars, create unnecessary anxiety for their customers by not clearly distinguishing what's expected when they visit.
Hospitality businesses should always keep in mind how the customer views their interactions with them. For example, I occasionally visit a coffeehouse/bar/lounge. There are three places you can go to order: the tobacco counter, the bar and the coffee/food section. Where do you go? Can you order food from the bar? What about tobacco when you order coffee? Expectations reduce anxiety. Customers don't enjoy entering a business and feeling unsure about the ordering/interactions.
To counteract these anxieties, this business now has a display that lets you know exactly what you should do at the time of day. During the day, the display tells you to order at the coffee/food counter. At night, this business turns into a lounge. When this happens, the sign lets you know that you may choose any seat and a waitress will be by to take your order. Announcing to the customer what to expect, anxieties go down and comfort goes up. No one likes ordering the "wrong" way or looking out of place.
I try to apply the same anxiety-reducing "heads-up" during my recruiting programs. We provide a variety of maps & parking information. I also send out a day-of informational email so the employers & students know what to expect their interview day to be like. And, when employers arrive they receive another update in their check-in packet with details of the lunch locations, how to get a cab, bathrooms, office resources and more. It's turned out to be a helpful way to reduce questions and anxiety about their interview day process.
Businesses that have customer experiences that are not going to be obvious to the new customer, make it easy and let your guest know exactly what to expect. You'll be one step ahead.
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