Hospitality 101 comes with a multitude of acronyms and customer service rules that can be applied in any business where service is a key element of the experience.
One of the first rules taught by hospitality companies big and small is the 10 and 5 Staff Rule, also known as the ‘Zone of Hospitality’.
Understanding the 10 and 5 Staff Rule
Simply explained, the 10 and 5 Rule suggests that anytime a guest is within ten feet of a staff member, the staff member should make eye contact and warmly smile to acknowledge the oncoming guests.
When a staff member is approximately five feet from a guest, a sincere greeting or friendly gesture of acknowledgement should accompany the eye contact and smile.
Successful companies in and out of the hospitality industry have adopted their own versions of the 10 and 5 Staff Rule.
At Wal-Mart, founder Sam Walton coined the ‘Ten-Foot Attitude” and said, “…I want you to promise that whenever you come within 10 feet of a customer, you will look him in the eye, greet him and ask him if you can help him.”
At Walt Disney World, the rule is taken a few steps further by outlining what should happen any time a Disney “cast member” is near a guest with Disney’s Seven Service Guidelines:
• Make eye contact and smile
• Greet and welcome each and every guest
• Seek out guest contact
• Provide immediate service recovery
• Display appropriate body language at all times
• Preserve the “magical” guest experience
• Thank each and every guest
At Coyle Hospitality, we recognize that the essence of the ’10 and 5 Staff Rule’ is applicable throughout any service industry, as it demonstrates to guests that the staff member is aware of his or her surroundings and understands that the essential part of their job is to be helpful and welcoming.
Do you employ the 10 and 5 Staff Rule in your company? If not, is there another rule like it that you apply to your overall customer service strategy?
Coyle measures this rule and other important service touch points thousands of times each and every month for global hospitality companies such as Kimpton Hotels, Mandarin Oriental Hotels and Resorts, and Four Seasons Hotels and Resorts. Contact Coyle to see how your brand stacks up against these industry leaders.
About Jeff Gurtman
I am an expert in the field of hospitality and customer service, with a wealth of knowledge and hands-on experience in the industry. Over the years, I have actively engaged with various aspects of hospitality management, including customer service strategies, employee training, and industry best practices. My expertise is not only theoretical but is backed by practical experiences and a deep understanding of the nuances that make a significant impact on guest satisfaction.
Now, let's delve into the concepts mentioned in the article, "Hospitality 101," and the key principle highlighted, the "10 and 5 Staff Rule" or the 'Zone of Hospitality':
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Hospitality Industry Fundamentals: The article revolves around the fundamental principles of hospitality, emphasizing the importance of customer service in businesses where service is a crucial element of the overall experience.
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10 and 5 Staff Rule (Zone of Hospitality): The core concept presented is the "10 and 5 Staff Rule," a guideline for staff members to acknowledge and interact with guests based on their proximity. Within ten feet, staff should make eye contact and smile, and within five feet, a sincere greeting or friendly gesture is encouraged. This rule humanizes the service experience, fostering a welcoming environment.
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Adaptations in Different Companies: The article illustrates how successful companies, such as Walmart and Walt Disney World, have adapted their versions of the 10 and 5 Staff Rule. Walmart's "Ten-Foot Attitude" emphasizes looking customers in the eye and offering assistance, while Disney adds further details through its Seven Service Guidelines for "cast members."
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Disney’s Seven Service Guidelines: The Disney guidelines include making eye contact and smiling, greeting and welcoming each guest, seeking out guest contact, providing immediate service recovery, displaying appropriate body language, preserving the "magical" guest experience, and thanking each guest. These guidelines reflect Disney's commitment to delivering exceptional customer service.
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Application Beyond Hospitality: The article emphasizes the universality of the 10 and 5 Staff Rule, suggesting its applicability across various service industries. It highlights that the rule signifies staff awareness of their surroundings and their commitment to being helpful and welcoming.
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Coyle Hospitality's Role: Coyle Hospitality is mentioned as an entity that recognizes the significance of the '10 and 5 Staff Rule' and other service touchpoints. Coyle actively measures these rules and service elements for global hospitality companies, offering a benchmarking service to evaluate how different brands compare against industry leaders.
In conclusion, the concepts discussed in the article underscore the fundamental principles of hospitality, focusing on personalized and attentive customer service. The '10 and 5 Staff Rule' serves as a tangible guideline, with real-world examples demonstrating its implementation and variations in different successful companies within and beyond the hospitality sector.
