So it was late, I was tired, hungry and lazy so I took a trip to Burger King. Usually I’m a KFC fan but Burger King has a few perks not seen at KFC, firstly the girl behind the counter at Burger King is particularly nice to me and somewhat cute which is always good when you are feeling like crap and also the eatery is located at Central Station looking over the place. I just love watching people go about what they are doing - its fun, if not slightly perverted.

Anyways, I digress, the point is that while I was standing at the counter wailing on my fries, my eyes fixed on a staff notice poorly hidden on the wall titled ‘Seven Steps to Great Customer Service’. Basically it was a very condensed version of the correct procedure for serving the customers which read as follows (please note, I’m paraphrasing from memory here…)

1. Smile and Great Customer
2. Take Order
3. Up-sell
4. Repeat order to customer
5. Assemble order (drinks, burger then fries)
6. Repeat order to customer
7. Closing remarks (say something like ‘enjoy your meal’)

Those are the seven steps for great service. But with the inclusion of number three, ‘up-sell’ I find myself asking who this customer service model is ‘great’ for.

Up-selling me things that I don’t want only does one thing to me, up-selling upsets me! I know what I want long before I reach the counter, I do not need some girl - no matter how cute she is - asking if I need any sider orders with that.

I wish fast food retailers would get their act together! I mean the are the most judgmental service based industries. I’m a skinny guy so they almost never ask if I want a large meal - I always go king/super/really really huge/heart-attack size. The always ask if I’m sure and so on. Its so annoying.

On a totally unrelated note, if you are BK talent scout, I’m free for employment more or less anywhere in Scotland. You wouldn’t have to train me too much, I already know the seven steps for ‘great’ service by heart!

So to conclude, Burger King seems to be forgetting who they have to please, the service the offer should be ‘great’ for the customers in the first instance, not ‘great’ for the shareholders and get this, if service is ‘great’ for the customers, then I’m pretty sure he shareholders will be very happy too.

©2008 The Blog of Ross C Brown. All Rights Reserved.

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