The Value of 'Anticipatory Service'

- The practice of "anticipatory service" moves beyond reactive customer service by using prior knowledge of a client's habits and preferences to fulfill needs before they are expressed. - For high-end clientele, this could involve noting a preferred table and having it ready, or observing a guest's tendency to conduct working lunches and ensuring their section is quieter with discreet service. - Successful implementation of anticipatory service has been shown to increase guest satisfaction scores by as much as 28% in luxury hospitality settings. - Building a deep understanding of a VIP's routine can be achieved by discreetly noting details from previous visits, such as their preferred cocktail, typical arrival time, or even their usual companions, to personalize future experiences. - At establishments like RL Restaurant, known for catering to Chicago's elite, this could mean knowing a guest's business rivals and ensuring they are not seated in close proximity without a specific request. - Technology can aid in this effort; a well-managed client relationship management (CRM) system can store details about a VIP's preferences, from dietary restrictions to their favorite server, ensuring a consistently personalized experience. - The financial impact of such personalized attention is significant, as repeat customers in the restaurant industry tend to spend 67% more than new patrons. - The ultimate goal of anticipatory service is to make the guest feel personally recognized and valued, fostering a sense of loyalty that transcends the transactional nature of a typical dining experience.