Vol. 4, No. 8, August 2007
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The Service Factor
Resorts food server recognized by customers, company
Duran, a food server, captured the property’s Employee of the Year award at a March banquet. Her name was announced as the elite performer in a field of about 2,500 employees.
The distinction gains extra significance because of her position. A food server cannot provide comps, supply a better room or deliver the amenities that might coax a customer to praise an employee to a supervisor. Her achievement could be the equivalent of a write-in candidate becoming president. Customer letters praising her service indeed played a substantial role in Duran being noticed.
“It was overwhelming,” Duran says. “I guess what the award means is that if you do your job responsibly, no matter what it is, you will make it in this world.”
Duran makes it, with a twist of panache. She serves about 1,000 customers a week with pride, professionalism and the personal touch. Duran conveys warmth, openness and accessibility, a nice blueprint for customer service.
“You keep the customers happy and you want them to come back again and again, no matter what,” Duran says. “You build a relationship with them. It’s important to try and always be happy. Bring that with you every day, show it to everybody. You put yourself in the position of the guest and think of how you want to be treated when you are out to eat.”
Relationship-building for Duran includes a nod, a wink and a bit of embellishment. The Dominican Republic native, who came to Resorts 16 years ago, enjoys being asked about a famous Panamanian boxer.
“For a long time, people asked if I was related to Roberto Duran,” she says. “He is one of my favorite fighters anyway, so I told them I was his sister. You get them going about that for a little while and then you finally just tell them the truth, which gives them a good laugh. I say that I’m Roberto Duran’s sister and that I also own the airline (Delta), but do this for fun.”
Duran has perfected a subtle gaming dynamic. A solid customer-employee relationship profoundly affects business. Customers make a couple of extra trips a year if they consider a place home. The visits provide revenue.
The relationship can’t be officially measured in dollars, but it is gold. For Duran, this has occurred for several years.
“It’s gotten to the point where I do see a lot of guests and they ask for me,” Duran says. “Even if I am not serving them, it’s important to go and welcome them, make them feel like they can say anything to me. You may be busy and it has to be quick, but that comes with the territory.”
Part of Duran’s proficiency occurs by simply showing up. She often obtains a four-day pay bonus for going the whole year without calling out. Duran is conscientious about not burdening co-workers by being absent.
As for the bonus money
"I shop till I drop,” she says, laughing. “Shoes, pocketbooks, jewelry. I go until I have no more money, then I feel hungry.”
That’s just one more discussion item for her clients.
