Workshops aim to improve customer service in Perth

It value adds and costs nothing, yet it is something some Perth businesses struggle to provide.

It's customer service - the amiable exchange between a buyer and a seller that can leave an indelible mark on any hospitality experience.

Deserved or undeserved, Perth has a reputation for sub-standard customer service.

To combat this, from next month the Tourism Council of WA will run workshops for hospitality staff aimed at improving their customer service skills.

The workshops are held in the lead up to some of the state's big ticket events, including the Margaret River Gourmet Escape and the Mandurah Crab Fest.

The head of the Tourism Council, Evan Hall, says the workshops teach customer needs, body language, attitude and communication skills.

"We've got some fantastic experiences in Western Australia," he said.

"We have great landscapes, great people, great culture to the rest of the world but sometimes our dealings with guests in our customer service can let us down."

Complaints department

Joseph Sinagra's career spans 12 years. He's worked in high-end restaurants, pubs, hotels and is currently at the helm of a small bar in Perth's CBD.

He admits a 100 per cent strike rate is rare but when complaints do emerge, they should be investigated.

"Good venues will constantly be evaluating their service standards and ensuring staff are all meeting them," he said.

"Unfortunately not all venues are as concerned.

"At the end of the day the competition for the customer's business in WA will result in venues that don't keep a high standard becoming unprofitable very quickly."

One person, who has been vocal on customer service in Perth, is the Lord Mayor of Perth, Lisa Scaffidi.

Joseph Sinagra says businesses without good customer service will not make money.

Earlier this year, Ms Scaffidi took to social media to launch an attack on an inner-city bakery for its poor customer service.

Infamously known, as the "Ciabatta-gate" incident, the tirade drew extensive criticism from the public and the media.

"I was berated initially [over this] but I actually see the community has come around to support my call for better service in our city," Ms Scaffidi said.

"I believe that the customer service in Perth is generally pretty good, however it is quite patchy and inconsistent.

"I have been in many service industries throughout my life and I am very aware of giving and receiving good service.

"It is not always about the hard core issues the infrastructure and the provision of those services, it is also how people are received and the interactions on a daily basis for the users and the regulars of a business that are very important to the face and the brand of Perth."

Is the customer always right?

Mr Sinagra also says the dynamic between customers and service staff over time has become strained.

He says the relationship is out of kilter and customers should take some responsibility.

"The public's expectations of service in WA are vastly out of sync with actual service standards," he said.

"Many customers go to venues and have the wrong expectation about the service type of that venue.

"Staff are trying to manage unreasonable expectations of customers with what the venue is actually capable of providing.

"This can be quite stressful as generally service staff in WA take pride in what they do and actually want to provide as good service as possible."

According to Ms Scaffidi, the state's high cost of living has also played a role in shaping our expectations.

"If we are paying more as more people tend to believe we are, and we feel that we are we need to be assured that we are getting good service we are getting good quality and not accepting mediocrity," she said.

"If we are paying top dollar we need and expect to be getting good value of that dollar paid."

It's this point that often triggers the ongoing argument of Perth versus our eastern counterparts, but it's something that Evan Hall rejects.

Mr Hall says tourist surveys reflect a high level of visitor satisfaction in WA.

"But the truth is one bad experience can ruin your day and we want to absolutely minimise them," he said.

"So there is a lot of conversation around Perth with our customer service being particularly bad but that conversation goes on in Sydney and Melbourne."

Job versus career

Mr Sinagra says fluctuating staff levels lends itself to negative customer service in Perth.

He concedes hospitality is seldom viewed as a long-term career and therefore prone to high turnover.

"Staff turn over is a major problem in Perth and with so many new venues being opened, good staff are constantly being offered new roles with better opportunities and better pay," he said.

"Without a consistent team in place, venues struggle to maintain service standards as they are constantly training new staff the same basic skill sets instead of being able to build upon already established standards within a solid team."

Ms Scaffidi agrees Perth's transient work force is one reason behind a lack of customer service consistency.

"These workers are availing themselves to this kind of temporary work so the perception is that the commitment is not there to have to be the best they can be," she said.

"I believe it's time for a lot of people to really appreciate that they are there on the boss' time and they need to be giving the boss full attention and a commitment to be the best that they can be.

"They should provide the most superior service they are able to during the time that they are employed.

"And they need to be working hard to not only cover their own costs as an employee but to then assist the employer in achieving their profit margin."

Tourism Council CEO Evan Hall says the workshops will equip frontline staff to promote their local product and destination.

"No one's better placed to promote local attractions, than local wait staff serving your food and wine," he said.

"Every barista, bar attendant, shop assistant and taxi driver can be a champion for their town."

"It's a very competitive tourism industry around the world and if we want to remain a tourism destination we need to maintain our standards in customer service," he said.

"We can't just rely on good beaches and great wine, we must lift service standards to attract new tourists and win back repeat visitors."

Source: ABC News, 28 October 2013