Staff should have pride in and a passion for their work, be polite and respectful to all customers and constantly maintain a positive attitude.

How to provide five star customer service

"The difference is in the stars," so said Michael Pagnotta, the head of learning and development at the Celtic Manor Resort where the VPMA/SPVS Congress is being held.

Michael was lecturing on how to provide a five star service to customers and explained that in the hospitality industry there are two colours of stars, red and blue. Blue stars are for facilities but red stars - the most coveted ones - are for service.

His staff, he said, are ACTORS:-

A for approachable
C for confident
T for trained
O for ownership
R for respectful
S for self aware

All these qualities are required in order to provide a good service.

He outlined four types of customer service, the 'Airhead Service' where staff are friendly but the service is actually haphazard and confusing, the 'By the Book Service' where staff are inflexible and the service is efficient but rigid and seemingly uncaring, the 'Indifferent Service' where staff are inattentive and the service slow moving and finally the 'Superior Service' where staff are caring and friendly and the service is responsive efficient and flexible.

Of course, this last service type is the service that we all aim to give but it can fall down on the way if we do not train our staff as actors who need to greet customers with a smile, be enthusiastic and speak with knowledge about the products and services their business provides. They also need to have pride in and a passion for their work, be polite and respectful to all customers and constantly maintain a positive attitude.

Michael seems to be getting his training right, as the staff at the hotel would seem to demonstrate all the qualities he outlined, in what was not only a very informative talk, but also one that was entertaining and motivating.