commitment to excellence by vineeth.t, [email protected]
TRANSCRIPT
Branding the customer experience
“ I learnt from the Shilpa, even though she was here for 3 years and I have been for five years . I was always very sort of task oriented and never
thought about customer. And then it just clicked in my brain a couple of years ago that Shilpa way of dealing with the people is just brilliant. She thinks the minute guest walks through the door that he
wants to feel he is at home and we have got to give him a good reception and make sure the rooms are
nice – the whole thing. We use shilpa quite a lot role model in the hotel “
Voice of Receptionist by VINEETH.T, [email protected]
Branding the Customer Experience
Exercise1: Give examples of popular products known worldwide and mention if they are known for their product or service.Note: Creating a branded service experience is more difficult because it involves the human element like:
different attitudes
different cultures
turnover problems
Product can be easier to control
Remember:
To be competitive in the market, we need to possess a good product. However, the service we provide sets us apart from the rest.
Service must be consistent, different and of very ‘real’ value to our guests.by VINEETH.T,
The Big Shift The Winning Formula
From:An ‘Us’ Focus
To:A ‘Customer’ Focus
o We decide how the guests should be treated and serve them accordingly
Guests tell us their needs and expectations are and we do our best to serve them accordingly.
o ‘One size fits all’ service Individualized service thatmeets the needs of each guest
o Stiff, impersonal, robot-like service
Warm, friendly, more human service that is delivered in a polite manner which is adjusted to each guest’s style.
o Focus on TASK Focus on RELATIONSHIP
by VINEETH.T, [email protected]
Customer-Focused Means being able to see every moment of the guest’s
experience through their eyes. ‘Moments of Truth’ are instances that will make the guests
say:
“This is the place where I want to stay.” “I’ll be looked after here.” “They care about me here.” “Everything is fine.” “I’ll look forward to coming back here.”OR “I don’t want to be in this place.” “I won’t be looked after here.” “I wish I had chosen somewhere else to stay.” “ I won’t come back if I can help it.”
Remember guests often say or feel the things above based on only one “moment of truth” in their total hotel experience.
Therefore it is important that we meet all the expectations based on each moment of truth.
by VINEETH.T, [email protected]
Commitment to Excellence InitiativeSTEP 1: FIND OUT WHAT CUSTOMERS WANT
Feel like an individual Not a Number
EmpoweredInformed
Given a choice
Valued Respected Recognized
Treated honestly and Fairly
No discrimination
SupportedMothered/Fathered
Taken Care of
SecureSafe
Confident
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Commitment to Excellence Initiative
Step 2: Define behavioral and operational standards- Aimed at defining:
Moments of truth Guests expectations Behavioral standards Operational standards
- To achieve:
Consistent service worldwide
Step 3: Focus on Employee NeedsThe objective is to change how we: Recruit employees Train and develop them Reward and recognize their work Indicate that we value them in the organization
Step 4: Provide TrainingTo let employees acquire the knowledge and skills that are being implemented worldwide to
meet if not exceed guests expectations at all times.
Remember: If you are not serving a customer, you are serving someone who is.
by VINEETH.T, [email protected]
Surprise and delight Observe Ask Listen Respond
Welcome / Welcome Back Be Ready Build Rapport Remember
Be the Best Check for satisfaction Show Appreciation Follow up by VINEETH.T,
Guest Interaction CycleFocuses on 3 attitudes which are the key to
delivering excellent service. They are as follows:Welcome/Welcome Back
What we say and do on the first time we approach the guest to establish a positive first impressionIt can set the entire tone for the overall guest experienceBe welcoming in everything we do.
Surprise and DelightShows the way by which we observe, ask, listen and respond to guests. Our performance can create a great impact on guest loyalty. This is our chance to differentiate and bring alive our brand. Look for ways to surprise and delight guests.
Be the Best How we conclude our interactions in a positive way.We have to make sure that guest will be excited to come back.
Remember: This is a common sense approach.Many of us are good at using most
of the skills in the program .
by VINEETH.T, [email protected]
Welcome/Welcome Back 3 Key Steps for a successful welcome
Be ready – about being proactive to respond efficiently to guests’ needs.
I. Prepare Yourself
A. How you feel – mentally prepared, making the shift from home to workplace, putting aside personal worries or thoughts that might affect your performance.
B. What you know – finding out information that guests might need to know.
C. How you look – spotless personal appearance that will make us feel confident and ready to meet the guests. maintaining a pleasant facial expression and approachable body language.
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II. Be Organized- this refers to the task-related aspects of our job. We have to make sure that we have everything we need to do our job or we know where to get them.
III. Anticipate needs – this refers to thinking in advance on probable guest questions and needs for information.
3 types of needs are the following:
A. Informational needs - these are questions to be answered.(Rooms availability, status of the bill, cost of products/services, promotions and local events, etc.)
B. Physical Needs – these are needs pertaining to their comfort.
C. Emotional Needs – these are needs that require empathy/help in dealing with stressful situations. (Anger, frustration, anxiety, nervousness,etc)
by VINEETH.T, [email protected]
Build Rapport – talking with people. Communication involves words, body language and tone of voice.
Note: “Interest is conveyed to others through positive verbal and non-verbal language. When we interact face-to-face or on the phone with others, words, body language and tone of voice carry our welcome.”
Words7%
Tone38%
Body Language
55%
by VINEETH.T, [email protected]
Body Language Be aware of :
Posture
Facial Expression
Body Placement
Tone of Voice
Conveys:
Feelings – happiness (smile), sadness, excitement
Moods
Attitude
Verbal Language
Right Words
Help create the right climate
Enable us to welcome guests according to our brand standardsby VINEETH.T, [email protected]
Remember
Remembering and using the names of our guests has a powerful effect on the guest experience.
They feel that they are recognized and valued.
Exercise: Discuss some techniques of remembering details about guests in different areas of work.
Name Hook Picture/Rhyme Linkage
Image Chettle Moustache Kettle Making tea
Mr. Chettle making a tea with a kettle
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MODULE 3 & 4
Surprise and Delight
Observe and Ask
Listen and Respond
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The Objective of Surprise and Delight is:
Satisfy the guests and make them want to come back.
For guests to tell others about their pleasant experience with us.
SURPRISE & DELIGHTOBSERVE / ASK
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Research shows that we tell 10 times more people about a bad experience than a good one.
Poor Service Experience Good Service Experience
Feelings : Anger Frustration Irritated
Behavior: Inattention Impoliteness unfriendliness bored tone of voice
Feelings: amazement guests feel good guests feel special guests are surprised and delighted
Behavior: smile care and attention friendly tone of voice
by VINEETH.T, [email protected]
Activity 1Draw your watch on a sheet of paper from memory and see
how much you can remember about the watch.
Are your drawings accurate? Why/Why not ?
Reasons: We pay less attention to things that we see everyday We take so many things for granted. We think of bigger things and pay less attention to smaller
things (detail)
What have you learned from this Exercise?
There is a chance we might overlook ways to Surprise and Delight our guest because we do not pay as much attention to detail as we normally should.
by VINEETH.T, [email protected]
BE A BETTER OBSERVER3 KEYS TO BEING A BETTER OBSERVER Be Present
• Focus all our attention to what is happening now
• Do not think of other things than the present task.
Be really aware of the guest
• Do not take the guests for granted
• Really look and pay attention to them
• Observe them more closely.
Look for clues
• Body language
• Tone of Voice
• Physical surroundings
Remember: “Only through observing can we pick up on things that can Surprise and Delight our guests.”by VINEETH.T,
ASKING QUESTIONS2 types of questions
1. Close-ended Used to get or confirm facts
The questions start with:
Is Are Can May
Would Could Should
Do Does
2. Open Ended Used to get more information.
Used to encourage others to think, see into the future and express their feelings
These questions start with:
Who What Where When What if How Tell me Why How could
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Surprise and DelightListen and Respond
“ I can’t help hearing you, but I don’t always listen.”
George BurnsActor
Hearing is with the ears and listening is with the mind – it is active.
“ When we are awake we spend 80% of the time communicating. Of that, 45% of the time we are listening.
by VINEETH.T, [email protected]
Active Listening TechniquesGIVE YOURFULL ATTENTION
Resist distractions. Keep the focus on the speaker.
ACKNOWLEDGE Give encouragement Maintain eye contact Lean in towards the speaker
LISTEN AS AFRIEND
Listen to understand, assist, and support. Resist judging. Actively put yourself in the other person’s shoes.
LISTEN FORTHE FEELINGSBEHIND THE WORDS
Tune in to what the person is feeling. If you can’t interpret this readily, simply ask.
RESIST PROBLEMSOLVING OR ‘FIXING’
Samuel Johnson said “Many a man would rather you hear his story than solve his problem.”
RESTATE Restate what the person is saying, to check understanding and to convey to the person, “I hear you.”
by VINEETH.T, [email protected]
RESPONDINGOur response to guest needs should be: QUICK, TIMELY AND CORRECT!!!!
Responding is where we shift from obtaining information to attending to the needs, requests and/or problems of others by:
Using positive language. Offering information, options, and assistance. Setting expectations and getting agreement.
Remember that the words we use when responding can have important consequences for the way the guests respond.
We have to learn how to use words with care and some positive words that could be used in their place.
Positive language can turn around a challenging situation and can actually make the guest feel more cared for.
However, unfriendly language can make the situation worse and convey the message of not caring for them.
by VINEETH.T, [email protected]
WORDS TO BE AVOIDED POSITIVE WORDSBUTAn aggressive word. Do not use it in
conjunction with justifying a situation or disagreeing with a customer
HOWEVER Less aggressive
BUSYNo one should be too busy to talk to a
customer.
WILLConveys a positive note especially in a complaint situation. – “I will look into this and come back to you.”
PROBLEMThis immediately sets up negative
expectations
SITUATIONUse this word instead of “problem” to make others feel that you have a solution.
TRYCan convey a feeling of being unsure
of what should be done.
ENSURECommits the speaker to action and which others will believe
……….PLEASEBecomes an order when used at the
end of a sentence.
PLEASE ………Makes it a request when found at the start,
YES / OK / NO PROBLEMSounds bland, automatic, disengaged
CERTAINLYConveys warmth and interest in delighting others.
NOAt the beginning of a response, it sets
a negative tone.
THE WORDS WE USE
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DEVELOPING OPTIONS
Developing options is a skill that separates the average professional from the truly excellent one.
Reasons for giving options
1. It gives more choices;
2. Empowers guests by giving them the opportunity to make decisions.
3. It takes away the burden of choosing for guests.
by VINEETH.T, [email protected]
How to Develop Options
Step 1: Putting yourself in the guests’ shoes and thinking about the information and options you can provide.
This is about looking beyond the obvious and thinking about what matters most to the guest.
Step 2: Identifying what you can and cannot do.
This is about identifying what you can and cannot do to satisfy guests’ needs. This includes thinking about information you can offer to educate the guest about any constraints that may be relevant to their request.
by VINEETH.T, [email protected]
Setting Expectations
Setting Expectations involves our guests in decisions about
the best solutions to their needs
Reasons for Setting Expectations
1. Avoiding misunderstanding
2. Clarifying about what can and can not be done
3. Avoiding disappointment to our guests
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How to Set Expectations
Step 1: Explain what you can and cannot do.
Being clear about things we can and cannot do minimizes the risk of a gap between what is expected and what can actually be delivered.
Step 2: Discuss and select optionsThis way the guests can choose what works best for them.
by VINEETH.T, [email protected]
Getting Agreement
Getting Agreement is a small but critical step in making sure that we and our clients are clear on what will happen.
Step 1: State following steps that have been agreed upon
Summarize what you are going to do.
Step2: Ask a close-ended question to confirm
Check that the guests confirms your summary.
Step 3: Listen for approval
Give the guest a chance to reply and listen to it.by VINEETH.T,
The Importance of Being the Best
How much money do you spend at a place you visit on a regular basis?
Exercise:
Step 1: Estimate the amount of money you spend in the store or service each week.
Money spent each week _______________
Step 2: Multiply the amount of money spent each
week by 52.
Money spent each year ________________
Step 3: Imagine that you will continue to use the store or service for 10 years. Multiply the amount of money spent each year by 10.
Money spent in 10 years: __________________
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Results Assessment
Based on the results, how important are you as a customer?
What are the financial consequences of not being the best?
Graph analysis Why do we lose customers
Service
Product
Price
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Service, Product, Price
What is the main reason for losing customers?
Remember
In today’s competitive marketplace you need a good product and a competitive price to win the game. It is becoming increasingly easier for people to copy a product. What companies have discovered is that PEOPLE WHO PROVIDE THE SERVICE are their real competitive advantage.
We have a hotel in Portugal which is considered to be one of our most profitable hotels. It has not been renovated in 36 years, yet customers continually returned.
The reason:
They receive exceptional service from the people who work there.
by VINEETH.T, [email protected]
A SATISFIED CUSTOMER IS …..
LOYAL3 ZONES OF LOYALTY VS. SATISFACTION
Zone Loyalty Satisfaction
Defection 0 – 38 % Extremely Dissatisfied –
Slightly Dissatisfied
Indifference 22 – 75% Satisfied
Affection 75 – 100% Very Satisfied
TERRORIST: a guest that is extremely dissatisfied and will tell many people of his/her bad experience
APOSTLE: a guest that is extremely satisfied, will recommend our products and services and remain loyal – even if this means a slight inconvenience at times.
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BEING THE BEST
CHECK FOR SATISFACTION
Checking with guests to make sure they are satisfied and if there is any other way you can help
SHOW APPRECIATION
Expressing sincere appreciation for the business or for what the guest has done
FOLLOW – UP
Ensuring that what was promised was received; checking with guests to personally make sure they got what they were expecting; following up with
colleagues if handing over requests.
by VINEETH.T, [email protected]
“Problems are only opportunities”
The Cost of a Dissatisfied Customer
A typical company only hears from 4% of its dissatisfied customers; the other 96% just quietly
go away.
Dissatisfied customers tell 8 – 10 people of their dissatisfaction (1 in 5 tell 20).
Satisfied customers will tell 5 people about their problem and how it was resolved.
Customers who experienced no problems are 85% loyal.
Satisfied complainers are 90% loyal.by VINEETH.T,
3 KINDS OF GOLDEN OPPORTUNITIES
SITUATIONS:
-occur when guests have needs that have not yet been fulfilled. This usually involves a straightforward request for assistance (e.g. guest wants an ironing board to be brought up to his room)
by VINEETH.T, [email protected]
- occur when guests become upset or distressed about their unfulfilled needs. This usually involves an emotional outburst or demand (e.g. a guest has been waiting a long time to be seated in the restaurant and angrily demands a table.
Challenges
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HIDDEN DISSATISFIERS- occur when guests encounter systems and/or processes that do not meet their needs. These usually involve irritating inconveniences that are left unspoken (e.g. guests who cannot easily find the restrooms because of poor signage.)
by VINEETH.T, [email protected]
GOLDEN OPPORTUNITIES
S I T U A T I O N S
C H A L L E N G E S
H I D D E N D I S S A T I S F I E R S
SURPRISE AND DELIGHT
by VINEETH.T, [email protected]
We can spot Golden Opportunities by being Self
Aware.
“You can’t control your guest but you can control yourself.”
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Situations & Challenges It is important to understand how to handle
situations and challenges effectively. They provide real opportunities to surprise and delight guests.
In Situations In ChallengesConcentrate on completing the task quickly and flawlessly, to reinforce the relationship.
Concentrate on rebuilding the relationship, by completing the task quickly and flawlessly, to reinforce the relationship.
Understand needs, then help.
Calm guest/colleague and self, understand needs, then help
by VINEETH.T, [email protected]
Hidden Dissatisfiers
Hidden Dissatisfires occour when guests encounter systems and/or processes that do not meet their needs. These usually involve irritating inconveniences that are left unspoken.
by VINEETH.T, [email protected]
Discovering Hidden DissatisfiersThe following are some ways to discover
hidden dissatisfiersRepeated guest requestsRepeated observations of what guests
need.Put yourself in the guests’ shoes and ask
yourself o What would surprise and delight you.o What would annoy and irritate you.
by VINEETH.T, [email protected]
Minimizing Hidden DissatisfiersThe focus here is not identifying those obvious
things that we know limit our hotel such as: not enough elevators, rooms that need complete refurbishment etc . We want to focus on:
o Things that we may be able to do something abouto Things which should be brought to the attention of
others because they might not be aware that a hidden dissatisfier exists.
Exercise: Form three groups and list hidden dissatisfiers in our hotel that we may be able to something about.
by VINEETH.T, [email protected]
White SpacesWhite spaces are defined as those areas
where no one feels responsible for what is happening to the guest.
o What are some White Spaces in the hotel?o What effect will it have on the guest if we all
felt responsible for the “white spaces”.o What are some of the benefits of working at a
hotel where everyone feels responsible for creating a very positive environment for guests-no matter where they are?
by VINEETH.T, [email protected]
Driving a Whole Team Spirit
There are two important ways to drive a “Whole Team” spirit into our work and to provide a seamless guest experience:
o Understanding how we can help each other “behind the scenes” to ensure a seamless guest experience.
o Adopting practices of top service professionals from other companies that are renowned for their service
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Practices of top services professionals
When a guest informs top service professionals of a difficult situation, here’s what they say to themselves:
“I now ‘own’ this although I may not ‘own’ the solution.
“I will continue to ‘own’ this until I personally give ownership to someone
else.”
by VINEETH.T, [email protected]
