We have found from experience that guests are more honest about their dining experience after they have left your restaurant.

Think of all the times you've been served an overpriced, mediocre meal in a restaurant and commented to your companions that the service was poor too. Invariably, when the Server or Hostess asks, "Was everything satisfactory? Did you enjoy your meal?", you smile and say, "Oh yes, thank you, it was fine." Why didn't you tell the truth? Perhaps you could sense that they didn't really want to know. The question was a habitual routine - a hollow inquiry, a very poor type of restaurant marketing.

If you really want to know if the guest is happy and satisfied, instead of asking if "everything was satisfactory", let's ask how we could've improved their dining experience.

If we did provide for their "every need" they will tell us so. Have your Servers, Hostesses and/or Cashiers respond AFTER looking at the Menu Items on the Guest Check: "I hope you enjoyed your 'Poached Salmon' and 'Prime Rib' tonight ... (response). Perhaps you could share with me one aspect of your meal that we could have made a little nicer?"

Example Response: "Well, it was very nice. Let me think ... well, the vegetables were a little over-cooked... That's just a small thing. Everything else was great." OR "Everything was great, but the air conditioner didn't seem to work right. It was very hot." OR "The Restaurant was just too cold." OR "The dinner rolls were stale." OR "The pie tasted funny."

With honest responses from the guests it allows you to"fix"the problems. Depending on the seriousness of the response, you should always be prepared to provide a "Bonus" to the guest. Be thankful that the guest is providing you with FREE marketing feedback. This valuable feedback allows you to zero in on any problems immediately which will allow you to constantly improve your service.

The best way to reinforce and improve guest relationships is to find out exactly where you stand and make improvements where needed. When you want to improve guest relationships, you must take the time to ask for sincere, candid, complete feedback about how you can make things better. Can you see how this type of service is an important part of restaurant marketing?

Frequently, feedback comes your way without even asking for it. It may be of a critical nature, and may be couched in harsh terms. When you hear criticism, it's important to immediately let the guest know that you welcome the comments. The important thing is to keep the communication channels open and show the guest that you respect his viewpoint.

I recommend a two-step dialogue. First, say something like, "I'm really glad you're telling me this, and I do want to know how you feel. Thanks for being comfortable enough to tell me." Then follow up by asking for specifics. Don't dismiss the criticism after hearing the generalities. If you do not understand, say: "Please help me understand why you feel that way. What did we do to cause your reaction? I want to be able to watch for it myself in the future."

Customer service experts constantly remind us to ask how we can improve our relationships with the guest. That's good advice. How you ask is almost as important as asking. Presume that you could do a better job in some area of your relationship and then ask exactly what that area is. Don't ask if things are OK; ask how you can make them better.

Remember, if you take a Pro-Active approach to improving guest service and handling Guest complaints, you are preventing possible negative Word of Mouth comments. Good word-of-mouth comments is the best restaurant marketing that you can do.