Last orders for poor pub customer service

Ah, the great British pub. A case in point when it comes to customer loyalty. Many of us have our favourite ‘local’ – even if it isn’t particularly local in some cases – where you know the bar staff by name and you’ve even got a favourite spot. It’s something of a national institution, even in an age of ‘theme pubs’ where the bar’s character is defined by how many watering cans, surfboards and bikes it can stick on its wall. But change is afoot.

The impending smoking ban has left publicans debating whether their pint is half full or half empty. Certainly there are concerns that customers will desert their locals, opting for the comfort of home, where they can happily puff away whilst drinking something cool and fizzy at a fraction of pub prices. As such, landlords have been grasping the nettle the nation over. Many are opting to create outdoor smoking areas. Confident that regulars will still frequent their sociable local watering hole, all kinds of sheds and shelters have been sprouting up.

Others are looking to exploit the ban by rewriting their business plans and putting greater emphasis on food. Perhaps in the hope that the ban will encourage disenfranchised non-smokers back to the bars, establishments are overhauling their menus and going upmarket, rebranding themselves as pub diners.

Certainly there are suggestions that dormant pub custom could come alive after the ban – research firm Retail Eyes has found that nearly 60 percent of non-smokers will be more likely to visit pubs after July 1. Punch Taverns, Britain’s biggest pubs chain, is investing in pub amenities and customer service in preparation for the smoking ban, perhaps anticipating the influx of new custom.

At the heart of Punch Taverns’ multi-million pound strategy, is a communication programme for managers giving guidance through a combination of newsletters and information packs.

Punch Taverns’ head of communications Nicola Highton said: “We are using a variety of communication tools to ensure that everyone at the front end of our business understands the smoking ban legislation and what they can do to prepare for its implementation. The training and smoking ban pack covers the essentials of dealing with the ban in terms of licensing law, conflict management and how to attract and retain new no smoking customers through a focus on customer service.”

Ah yes, customer service. There is potentially a whole new clientele to be won over in the coming months, and of course customer service will play a critical role in this. And while it’s reassuring to know that Punch Taverns isn’t taking its eye off the ball, experiences such as this at The Greyhound pub in Wembley, will prove to be costly for those that show a disregard for basic customer service.

If the smoking ban will indeed herald a new age and a new audience for the Great British institution that is the local pub, then landlords will have to act accordingly. Smoking shelters and new menus are one thing. But for some pubs, and The Greyhound in particular - with its laughable boast of being ‘the friendliest pub in Wembley’ - a fresh approach to customer service will also be a tenet if the industry is to avoid not only losing its long-term custom, but also turning up the noses of potential new clientele.

Neil Davey, editor

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