Years ago, I had a student who was studying hotel management, coming from the northern countries, those that some call "cold" (the term refers not only to the climate but also to the character). The girl was always expressionless. I thought she had an issue with my class or with me personally. I once asked her classmates, who reassured me: "That's just how she is with everyone. We've never seen her smile."
Indeed, in those two years, I never saw her smile. She always had this indifferent/irritated face. Later, to my great surprise, I learned that this girl, because she apparently spoke an extra foreign language, got a job in the service department of a 5-star hotel.
I never understood this... Speaking a foreign language, having work experience, or studying something relevant today serves as a passport for employment in a tourism business and beyond. Everything else is sidelined.
The late Herb Kelleher once said, "Hire for Attitude, Train for Skill." You hire people who are pleasant, kind, friendly, and love what they do. People who enjoy serving, who put the customer first, who want to learn and improve. Then, you can integrate everything else into the training process.
The opposite won't work. There is no way to force someone to smile or to be polite if it's not in their nature. Furthermore, having a degree (which is still welcome) or having work experience doesn't mean they are good. How many got a degree that they didn’t deserve? How many claim to have experience without having it (it's the No. 1 lie on a resume)?
So, next time you hire someone who will come into contact with the customer, make sure he or she meets the right criteria. Otherwise, the customer will turn you down.