It isn't something I had given much thought to in the past, however, a recent experience made me give it considerable thought. I'd love to know what you think, and if you've ever experienced "service overload."

It started with the Bottle Shock James Beard Wine Dinner tickets we had to give away. Many of you submitted your entries, which included submitting "what food & wines you would serve, and who you would invite" to a Bottle Shock Party. I loved reading all the entries, but felt too close to the situation to make a decision -- after all, I have met some of you -- and I see your faces looking back at me from your profiles! (At least I should - if you are on the network - if not, what are you waiting for?) So, I narrowed it down to 11 finalists, then promptly sent them all to Corinne at 360 Degree Communications in LA to chose the winner. The lucky lady Corinne chose was Marilyn Chapman from Tarpon Springs, FL.

I had met Marilyn last August when she and her husband came out to our first industry insider event (Potluck and Bottle Shock Preview in Sonoma). Marilyn was thrilled to win, but realized that her husband's work schedule would not allow him to join her. Marilyn emailed me, and soon I was booking a ticket to LA to join Marilyn, as her guest, to the dinner!

It was going to be a quick trip for both us -- we'd meet at the airport Thursday at 1PM and both fly out at noon the next day. Since it was only one night, and we had no dinner ticket cost, we decided to splurge and stay at a lovely hotel in Beverly Hills so we wouldn't have to worry about taxis and transportation.

It was a rainy afternoon when we arrived at the hotel. We were greeted by a swarm of uniformed young men, all waiting to do our bidding. Now, I don't know about you, but I am just fine wheeling my own bag. Yes, certainly if I am loaded with suitcases or juggling more than one or two items, help is appreciated - and often needed. In this case, however I only had one small, light bag on wheels.

They were quite gracious though and did not insist when I declined help, and immediately opened the doors for us. What a lovely hotel, really quite charming. We were helped immediately by the front desk staff, who inquired about our travels and plans. The manager was called out to meet us and shake hands -- this were I started to feel uncomfortable. They were all lovely, but I was just checking in for the night, not marrying into the family! Their 'over to top' caring and solicitousness was just that - over the top.

Next, we were "escorted" to our room. Again, maybe it's just me, but really, I am capable of making it the second floor without an escort! We were then given a full 'tour' of the room and instructions on how to use items in the room. (Who hasn't operated a TV or thermostat?)

I am usually telling stories or poor -- or even inexcusable -- service, so this one caught me off guard. I can't actually fault them, they certainly did nothing wrong. However, the service was not only more than I needed -- it was more than I wanted, and even more important, it made me feel uncomfortable; and that couldn't have been their goal.

It made me think about the line between good, great, 'over the top' service; and if and when you cross that line and 'service' becomes a negative rather than a positive -- service overload. How do you know? And how do you teach your staff to read your customers so they know just how far to go, without going too far?

I'd love to hear your thoughts -- and if you've ever experienced service overload yourself, or if you've been guilty of providing it. Email me!

PS – The James Beard dinner was lovely, as were our tablemates – Bottle Shock producers Randy Miller and Jody Savin. Get your DVD today…

Part II: Your Comments

I hadn't planned on a follow-up to last week's topic, "Is there such thing as too much guest service?" However, given the vast amount of responses I received it seems warranted. The question will remain though -- how do you measure what your guests think?

When I wrote the article, I wondered if it I was only who felt the way I did. After all, I really haven't heard this being discussed; have not been aware of this even being on the radar. However, based on your comments, perhaps it should be. It also made me wonder if the same is true in restaurants. Are customers leaving your place for the place next door because you're providing "too much" service?

I know that one thing that makes me avoid frequenting a restaurant is aggressive plate clearing. Yet it happens, if not constantly, then at least regularly. Does this happen to you? (Or is your restaurant guilty?) You are enjoying a course, enjoying the company, and in the middle of it, the server or busser asks, "May I take your plate?" No, actually, you may not. You see, I am still eating! While I can forgive it once, when it happens a second time, and I am still not done, I begin to find it annoying, intrusive.

Even worse, is when they actually take your plate, and you were not done. Perhaps you excused yourself for a moment, or even just turned your head. You turn around, and your dish is gone! I have actually had half an entrée removed, when I was nowhere near done. I relayed this to the server and was told "Sorry." I haven't been back to that establishment. Was this at your restaurant? How would you know?

I believe this type of treatment/training is due to two things: 1. Trying to turn tables. That requires a very fine balance however. Turn them too fast for the guests and they may turn that night -- but the guests won't be back. Turn them too slow and you may not maximize your revenue. 2. Doing the wrong thing for the right reason. Guests don't want to sit around all night with dirty plates and left over food around them, so you train your staff to get those dirty plates off the table! However, in the zealous desire to get it right, it has gone too far.

If I am finished eating, I will put my napkin across the plate, put my silverware upside down across the plate, push the plate away from me, tell the server/busser that I am finished; or possibly any combination of these. If none of these has happened please do not ask if I am finished -- or worse -- just remove the plate. (Taking a break from eating is not a sign of being finished!)

Here are some of your comments (quite condensed, to read all/full comments, please go to the bottom of the article on this page):

PS -- See if you pick up on the "Safeway" theme as well -- perhaps they need to read this article -- and your comments!

"I have worked in hospitality for a long time including serving at dinners for a winery. We do service overload, but it's not our fault. What happens is the winery overbooks staff for the dinner; so really, there is not much to do but to stand around. The managers freak out because we aren't working so they say, "Go check their water!" "Go fluff their napkins!" Our poor guests are constantly interrupted while we do ridiculous things to look busy. Managers need to realize that sometimes there is nothing to do and that guests should not have to sacrifice their dining experience so that the servers and staff can look busy!"

Becky, Small Lot Wine Tours
"I was at a very well-known national rent-a-car agency in Denver a year ago. I was waiting in a very long line and had plenty of time to notice everything. At every single place at the counter each agent was clumsily reaching over the computer to shake hands with the next-up person in line. The line is long and they're shaking hands! I don't want to shake hands with a car rental agent and chit-chat!

The truth is - they don't care where I'm going and they don't care if I've been there before. Corporate America has incorporated insincerity into their business model. They don't get that good personality, not fake interest, is appreciated. They don't get that a genuine good sense of humor goes a long way. They don't get that efficiency and fast problem solving makes all the difference in the world to us.

Out here in the west, Safeway started the obnoxious practice of having every single stock person ask if I was "finding everything ok today"? I must have answered that question 7 times in a shopping visit! Do they think I wouldn't ask them if I couldn't find something?!! That's over-kill, and that makes me uncomfortable."

Steve Garman, Reno, Nevada
"I'm thinking there are definitely different strokes for different folks. I'm with you in the way you felt after describing your experience. However, I know numerous people who would love that kind of attention, and even some who would expect it."

Dave Ashcroft
"I, too, recently experienced over-solicitous behavior at The Mark in San Francisco. I love this old place and was attending a conference there. I pulled up to unload three boxes and could have taken a moment (no other cars around) and taken two and then one on my own. But the valet brought the huge brass wheelie thing and oh, this and oh, that. At that moment I decided to park there (huge $$) and followed him inside.

I, too, appreciate help, but clearly he hung near me (while 5 people looked on) until I reached for my wallet. That is part of the drill in the hotel/motel environ, I am just glad I had some cash on me! Anywhere you go these days you have to be firm and be willing to say, "No, thank you" otherwise one can go broke with tipping (which I am not adverse to. I think you KNOW what I mean here).

PS - At Safeway if you ask where the butter is they will drag themselves from whatever they are doing and fling themselves down the aisle to get you to that all-important product, even if you say, 'You can simply tell me.'"

Lin A. Lacombe, Communications Consultants, Your Strategic Partner in Communications Public Relations and Marketing & Literary Publicity
"This is interesting to me to read this because - just this past October/November, I was in India and had this same experience at every better hotel we stayed in. I thought it was just India, trying so hard. I agree with you completely, I would not like this much hovering in the United States. I don't even like being escorted to another aisle in Safeway."

Michele
"I stayed at the Marriott Downtown LA for business very recently, and had exactly this type of experience with the personnel from A to Z. Could this be a California thing?? Or are they not busy enough in this economy and therefore have more time to devote to customers?"

Maïa
"I always think when this happens to me, that someone is looking for a hefty tip. I find this does tend to happen in more mid smaller boutique hotels.....and I feel the same as you, I know how to operate the air conditioning and can find the mini bar. It turns me off."

Nancy Gorshe, Owner/Manager, The DEPOT Restaurant, Historic Seaview, Washington
"I think that's a fantastic topic to broach. I used to work at a local 5 Star Diamond Resort. We also gave room tours to each guest, it was meant to be an extra special touch, but, like you, it felt awkward. People know how to use a bed, and a remote for goodness sakes!

In the wine industry, I don't think it is possible to over-deliver on customer service. Teaching people about wine, pairing it with cheeses, carrying their purchases to the car, offering other wineries to visit is all part of the normal service.

I've gone tasting hundreds upon hundreds of times, and have never felt that I received over-the-top customer service. Have you ever experienced this in a tasting room?"

Brandy Bell, Wine Club & Marketing Manager, Donati Family Vineyard

-Margie

Do you need a customized guest satisfaction survey? It is a cliche to say the 'you can't afford not too,' however, in some instances it is true. In economically scary times it is even more important than ever (although we believe it is always important) to know what you are doing right, what you aren't, and to have the opportunity to win back those you may have made a mistake with; perhaps even making them 'customers for life.' A well designed survey will more than pay for itself, it may save your business. Call me and tell about your business, and let's see how I can help. Extremely cost effective and cost competitive.   707-933-0687  or www.OTLConsulting.com