At your service

John Vereker, owner, the Bell, Horndon on the Hill, Essex

"It comes down to good staff training and making sure your staff have the right personality. They should be consistent in displaying that personality and not have to try to be a smiley person, just naturally be one. This, in effect, will allow the customer to relax.

"I cannot reiterate the importance of staff training enough. If you give someone the confidence in what they are doing it inspires them to do the job properly. They become more than a plate plonker or a beer puller because they know exactly what they are doing. For instance, being knowledgeable about the wines we sell allows them to sell and serve with confidence.

"It is also important to ensure your staff are well-presented. Looking neat and tidy, with a clean uniform and polished shoes has a positive effect on the customers. It is what they expect and it is what we deliver."

Mike Tai, owner, Salutation Inn, Weobley, Herefordshire

"The secret is - 'it doesn't cost a penny to smile'. When we go out to do our research and development we often study how the proprietor and staff greet us. If you go in and are greeted with a miserable face, you end up deflated and you feel like a nuisance.

"People want good food and fine wine - they often have to save up for the experience and the last thing you want them to feel like is a nuisance. I keep reiterating to my staff the importance of greeting with a smile. It's all about creating a good ambience.

"We do not impose a gratuity charge on the bill, we distinctly indicate it is at the customers discretion. This allows our staff to see that they will be rewarded handsomely if they provide good customer service and, if not, then they didn't deserve it."