Do You Serve Guests or Customers? Increase Loyalty by Serving Guests

When I worked as a server and bartender in a New York City upscale restaurant, my co-workers and I attended many Guest Service Trainings. Those we served were our guests, and not just customers. At the time I found this inaccurate – (I didn’t invite them. I don’t even know them) – and somewhat confusing. How is this different from customer service? The training was essentially the same as what I experienced in my prior restaurant jobs, where it was called customer service.

Looking at this now, I see the purpose for using the word guest. My guests will be welcomed and treated well because I have a relationship with them – I have invited them to the restaurant. None of this is technically true, of course (thus my confusion), but the implication and directive is clear: Build a relationship and authentically welcome guests.

That sounds great, but how exactly do I accomplish it? Trainings never really tackled this question – sticking mainly to directives: smile, learn guest’s…