A touch of class

My husband and I eat out, on average, once a week. Sometimes we get "dressed to the nines" to visit a "fine-dining" establishment.

More often, though, we frequent casual restaurants that boast moderate prices and good menus. We are especially fond of ethnic food.

To celebrate my birthday, we chose a fine-dining restaurant overlooking a river. The atmosphere was superb. I wish I could say the same for the food and the service. Despite the high prices, the steak was tough and the waiter was less than attentive.

This was our second visit to the restaurant. The first was just after it had opened. On that occasion, our meals were so-so, but the service was good. We attributed the food quality to a new chef and decided we would try it again.

Our second disappointing visit will be our last to that establishment.

In contrast, last week after a round of golf (we live in Florida!), we stopped at an ethnic restaurant. Although it was a family restaurant, its tables were elegantly covered in linens. The waiters (I think three people served us) answered all of our questions and anticipated our needs. And the food was superb.

The final touch of class occurred when I asked for a container to take home the remainder of my meal. When I opened the carton, I discovered the waiter had given me additional rice to complement my meal.

We will go back to that restaurant.

Our experience with these restaurants teaches lessons that are applicable to any service organization, including chiropractic clinics:

• "Lookin' good" raises expectations. If you can't meet expectations, your customers' disappointment may override any desire to come back.

• Quality reigns. And quality doesn't have anything to do with elegance.

• Service counts. Giving your customer "something extra" — a little surprise, so to speak — will keep them coming back.

• Quality and service beget referrals. Bad quality and poor service beget a poor reputation. Patients are customers. They have choices — to go to a chiropractor (or not). To ask for your help (or someone else's).

Live up to their expectations with quality care and extraordinary service.

Until next time,

Linda Segall, Editor-in-Chief