I recently attended a conference given by Charles MacPherson, the internationally renowned butler, courtesy of Ford Canada and hosted by National. MacPherson who works with Ford’s maintenance employees to develop an outstanding customer service based on attention, comfort and respect and backed with his etiquette experience working with the likes of Oscar de la Renta, royal families, Louis Vuitton and the Ritz Carlton, Shangri-La, Hilton and some of the wealthiest families across the globe as well as some of the biggest corporations conscious about their customer service. The positive results’ amplitude led Ford USA to work on implanting the same training.
MacPherson shared how, as a butler, he was managing the property personnel and budget for the families he worked for. Based on his observations, the common characteristic him and the dignitaries or celebrities sitting at the table had was non other than confidence, confidence due to knowledge of etiquette rules whether it was hand shaking, which utensils to use, how to behave in those kind of situations, etc. That confidence made them more attractive to people who then instantly wanted to approach them and get to know them. That translates to what he teaches Ford employees in terms of exuding that confidence to reassure the customer, so that he feels comfortable. MacPherson also shared a story Oscar de la Renta told him a few years ago when he compared 2 different experiences of buying a coffee cup, one at the Ritz for 60 Euros in a sumptuous set-up and the other one while buying it on a beach in a modest Dominican Republic café served by a lady called Mable for 3 Euros. He explained how he much more appreciated the experience with Mable who took the time to cultivate a human relationship with him because she gave him a service heart. She would talk about the beauty of the ocean and ask if he would bathe later during the day and it made him feel good. Remember you can buy a coffee or a car anywhere for a range of different prices, but what makes a real difference at the end of the day is the service you received, the way you felt when receiving that service.
The butler then proceeded to show us the secrets of the multiple table utensils which basically lie in using the ones on the extremities first with a live demonstration. The first outer set of utensils is for the soup, the middle set is for the main course and the inner set for the salad and the desert. The table napkin should be placed on the left side of the plate (not on the plate to avoid uncomfortable situations like touching the person when removing it to serve food, if the person does not place it on her lap). It should be then folded with the open side towards you to open the interior to cleanly wipe your mouth later on. The bread in France should be placed on the table cloth (it was originally a sign for wealthy people to show that the table was clean). French people finish their soup by leaning the bowl to the opposite side to avoid spillage and English people lean the bowl towards them to get the soup closer. French people put the spoon directly in their mouth and English people put it by side when eating soup.
She also shared some outside the table etiquette tips. A firm hand shake with eye contact is the way to go and we should avoid the loose, the half fingers and the bill Clinton ones (hand shake with arm tap on the other hand). When you network, you should keep your business cards in you pocket to avoid searching for them in your purse. When you talk to a customer on the phone, you should look at yourself in the mirror. It will force you to smile and avoid sounding sad or mad over the phone. In case of an embarrassing event happening to you in public, just take it with humor and everything shall be smoothly forgotten.