CREATING THE CULTURE

Created by and property of christian alexander & lorena perez gomez

IN THIS SESSION WE WILL TALK ABOUT WHAT THE FRONT DESK/GUEST SERVICES TEAM DOES, HOW IT DOES WHAT IT DOES, AND HOW SERVICE CAN BE IMPROVED THROUGH THE CONCEPTS OF EMPOWERMENT, PRO-ACTIVE STRATEGY, AND A NEW CULTURE

IF YOU TAKE A CLOSE LOOK AT ANY GREAT AND HIGHLY SUCCESSFUL COMPANY WHICH SELLS EITHER A PRODUCT, A SERVICE, OR BOTH, YOU WILL DISCOVER THREE KEY PRACTICES WHICH MAKE UP THEIR BUSINESS AND SERVICE CULTURE. THEY ARE;

1. PRO-ACTIVE POLICIES IN SERVICE

2. A CULTURE OF EMPLOYEE EMPOWERMENT

3. PERSONAL ACCOUNTABILITY

IN ORDER TO CHANGE AND IMPROVE OUR GUEST SERVICES CULTURE, IT IS IMPORTANT TO RECOGNIZE HOW A CULTURE, GOOD OR BAD, COMES TO EXIST IN THE FIRST PLACE.

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EXPERIENCES BELIEFS ACTIONS

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ACCORDING TO ROGER CONNERS AND TOM SMITH,TWO REKNOWN AUTHORS IN THE BUSINESS WORLD, OUR EXPERIENCES SHAPE OUR BELIEFS. OUR BELIEFS IN TURN SHAPE OUR ACTIONS. THE CHAIN REACTION OF EXPERIENCE>BELIEF>ACTION CONSTITUTE WHAT IS THE CORE OF A CULTURE.

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THE FRONT DESK TEAM IS NOT ALLOWED TO MAKE IMPORTANT DECISIONS IN COMPLAINT SITUATIONS. THEY ARE EXPOSED TO AND MADE PART OF A LONG CHAIN OF CONFLICTS BETWEEN GUESTS AND THE HOTEL BECAUSE THE CURRENT CULTURE DOES NOT PROMOTE PRO-ACTIVE BEHAVIOR, EMPOWERMENT, AND THE SUCCESSFUL RESOLUTION OF COMPLAINTS .

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THE EMPLOYEES COME TO BELIEVE, BASED ON THEIR OBSERVATIONS AND FIRST-HAND EXPERIENCES, THAT GUEST SATISFACTION IS NOT A PRIORITY FOR THE HOTEL.

THEY COME TO BELIEVE THAT IT IS MORE IMPORTANT TO PROTECT HOTEL ASSETS AND EVEN TO BELIEVE THAT GUESTS WHO COMPLAIN ARE JUST TRYING TO ”GET SOMETHING FOR FREE”.

THESE BELIEFS CAN BE THE RESULT OF CURRENT EXPERIENCES OR A LONG HISTORY OF EXPERIENCES WITH PREVIOUS MANAGEMENT TEAMS

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BASED ON THEIR PRIOR EXPERIENCES, WHICH HAVE NOW FORMED FIRMLY HELD BELIEFS, ACTIONS ARE MANIFESTED SUCH AS:

ARGUING WITH GUESTS, IGNORING THEM, FAILING TO ACT ON COMPLAINTS, OR FALLING SHORT IN THE MANNER A GUEST IS COMPENSATED.

THE FRONT DESK REPEATEDLY DEFERS TO THE MANAGERS TO RESOLVE ISSUES BECAUSE THEY FEEL POWERLESS TO DO SO.

PEOPLE WAIT UNTIL SOMETHING HAPPENS BEFORE DECIDING WHAT TO DO, DEMONSTRATING A CLEAR LACK OF PRO-ACTIVE BEHAVIOR

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SERVICE CULTURE THANKS TO THIS NEGATIVE CHAIN REACTION OF

EXPERIENCES, BELIEFS, AND ACTIONS, WE ARE NOW STUCK WITH A NEGATIVE AND WEAK SERVICE CULTURE. THE RESULTS (CONSEQUENCES) OF THIS SERVICE CULTURE ARE POOR GUEST SATISFACTION RATINGS AND TERRIBLE REVIEWS ON SITES SUCH AS TripAdvisor AND FACEBOOK, JUST TO NAME A FEW.

NO WAY OUT..OR IS THERE?

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DETERMINE DESIRED RESULTS

FOR EXAMPLE, IN THREE MONTHS RESULTS WILL SHOW A JUMP FROM 80% TO 90% IN GUEST SATISFACTION RATINGS INVOLVING COMPLAINT RESOLUTION

HOW WILL THIS BE ACHIEVED?

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DETERMINE WHAT CHANGES NEED TO BE MADE. IMPROVED RESULTS IN THESE AREAS WILL PRODUCE IMPROVED RESULTS IN GUEST SATISFACTION

PRO-ACTIVE BEHAVIOR

EMPLOYEE EMPOWERMENT

PERSONAL ACCOUNTABILITY

DEEP UNDERSTANDING OF L.E.A.R.N. TECHNIQUES

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BY INTRODUCING AND PUTTING INTO PRACTICE THE SKILLS AND BEHAVIORS IDENTIFIED IN STEP 2. WE BEGIN TO EXPERIENCE IMPROVEMENTS IN GUEST RELATIONS.

OUR BELIEFS SHIFT TO A MUCH MORE POSITIVE VIEW ABOUT OURSELVES AND OUR JOBS.

OUR NEW BELIEFS ABOUT SERVICE MOTIVATE US TO ACTIONS THAT EVEN FURTHER ELEVATE OUR LEVEL OF SERVICE

WHAT ARE THE BENEFITS OF THIS SHIFT IN CULTURE AND

PRACTICES?

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EVERYBODY ENJOYS WORKING IN A DYNAMIC, POSITIVE, AND PRODUCTIVE ENVIRONMENT.

1. INCREASED CONFIDENCE IN HANDLING SITUATIONS

2. IMPROVED RELATIONSHIPS WITH GUESTS

3. MAXIMIZED LEVELS OF TEAMWORK

4. PERFORMANCE RECOGNITION

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PRE-ARRIVAL

IN-HOUSE

POST-STAY

WHEN WE ARE ABLE TO IMPROVE THE WORK ENVIRONMENT AND OUR SERVICE SKILLS, WE WILL ELEVATE OUR LEVEL OF SERVICE AND OUR IMAGE….

1. BEFORE: PHONE CONTACT AND READING TRIP ADVISOR REVIEWS TO MAKE A DECISION

2. DURING: THE ACTUAL CONTACT GUEST HAS WITH SERVICE TEAM, WHETHER IT BE CHECK-IN, CHECK-OUT, A COMPLAINT, OR ANY OTHER GUEST-HOTEL INTERACTION

3. AFTER: THE COMMENTS THE GUEST MAKES TO FAMILY AND FRIENDS; THE REVIEWS THEY POST ON THE INTERNET

EXCELLENCE IN QUALITY OF CONTACTS INCREASES GREATLY REPEAT GUESTS AND REFERRALS AS WELL AS NEW GUESTS (WHICH GIVE US EVEN MORE OPPORTUNITIES TO CREATE FUTURE REPEAT GUESTS!

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THE IMPORTANCE OF THE FRONT DESK/GUEST SERVICES STAFF

THEIR JOB RESPONSIBILITIES

A GUEST’S FIRST IMPRESSION AND THE TONE IT SETS FOR THE ENTIRE STAY

EACH TEAM AS A MARKETING TOOL

A POSITIVE FIRST IMPRESSION

A NEGATIVE FIRST IMPRESSION

THE WAY THE FRONT DESK/GUEST SERVICES TEAM HANDLES ANY SITUATION AND THE RESULTS TRAVEL FAR BEYOND THE LOBBY AND THE HOTEL.

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IF HOTELS REKNOWN FOR GREAT SERVICE HAVE ONE THING IN COMMON, IT IS A HIGHLY-TRAINED AND WELL-EMPOWERED GUEST SERVICES STAFF, PARTICULARLY AT THE FRONT DESK AND GUEST SERVICES LEVEL. AMONG THE KEYS NECESSARY TO ACHIEVING THIS LEVEL OF SERVICE THROUGH EMPOWERMENT ARE THE FOLLOWING:

CLEARLY STATED GUIDELINES AS TO ACCEPTABLE DECISIONS AND ACTIONS AS SET BY MANAGEMENT WITH FRONTLINE EMPLOYEE INPUT INVOLVED

A “NO-REPROACH” POLICY ABOUT EMPLOYEE DECISION-MAKING

CONSISTENT MANAGEMENT PRESENCE IN ORDER TO CREATE AN ATMOSPHERE THAT LETS EMPLOYEE KNOW THERE IS SOMEBODY PRESENT AND AVAILABLE SHOULD A SITUATION BE MORE DIFFICULT THAN HE OR SHE CAN HANDLE

A STRONG EMPLOYEE RECOGNITION PROGRAM THAT RECOGNIZES EXCELLENT SERVICE

A GUEST SERVICES ENVIRONMENT WHICH RE-ENFORCES THE IDEA THAT EXCELLENT SERVICE AND COMPLAINT RESOLUTION IS THE RULE, NOT THE EXCEPTION

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NEEDS

WHAT DO THE MANAGERS AND SUPERVISORS NEED FROM THE FRONT LINE STAFF?

WHAT DOES THE FRONT LINE STAFF NEED FROM THE SUPERVISORS AND MANAGERS IN ORDER TO DO THEIR JOB BETTER?

HOW CAN WE GET BETTER RESULTS AND INCREASE COOPERATION AND COMMUNICATION?

HOW CAN WE DEVELOP “EMPLOYEE EMPOWERMENT” IN OUR GUEST SERVICES/FRONT DESK DEPARTMENT?

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WHAT DOES IT MEAN TO BE RE-ACTIVE?

WHAT DOES IT MEAN TO BE PRO-ACTIVE?

WHY BE PRO-ACTIVE WITH COMPLAINTS?

WHEN THE GUEST CHECKS OUT:

DON’T ASK A CLOSED-ENDED QUESTION “HOW WAS YOUR STAY, GOOD?”

DO ASK AN OPEN-ENDED QUESTION SUCH AS “HOW WAS YOUR STAY? WAS THERE ANYTHING THAT COULD HAVE BEEN DONE TO MAKE YOU MORE COMFORTABLE?”

EVEN BETTER…

TRY THIS APPROACH WHEN THE GUEST HAS SPENT THEIR FIRST EVENING, OR EVEN THEIR FIRST HOURS, AT THE HOTEL.

“HELLO MR SMITH, THIS IS JUAN AT THE FRONT DESK. I’M JUST CALLING TO SEE HOW YOUR STAY IS GOING SO FAR AND IF THERE IS ANYTHING THAT I OR MY COLLEAGUES CAN DO TO MAKE YOUR STAY MORE COMFORTABLE?”

USE A TRACKING AND REPORTING SYSTEM TO STAY AWARE OF WHO COMPLAINED, WHAT THEY COMPLAINED ABOUT, WHO OWNED THE COMPLAINT, AND ITS CURRENT STATUS AND RESOLUTION. MAKE SURE TO FOLLOW UP WITH THE GUEST ABOUT HOW WELL THEY FELT THE SITUATION WAS RESOLVED.

THIS APPROACH ALLOWS THE GUEST SERVICES TEAM TO CORRECT A SITUATION BEFORE IT GETS OUT OF CONTROL AND ALSO IS A GREAT WAY TO GAIN OR RE-ESTABLISH TRUST WITH THE GUEST.

WHAT OTHER ADVANTAGES CAN YOU THINK OF IN BEING PRO ACTIVE WITH COMPLAINTS?

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SEE IT: RECOGNIZE A PROBLEM, CHALLENGE,

OR COMPLAINT

OWN IT: TAKE CHARGE OF THE SITUATION.

WORK AS A TEAM WITH OTHERS IF NEEDED

SOLVE IT: DETERMINE WHAT NEEDS TO BE

DONE TO ENSURE THE MOST POSITIVE RESULT POSSIBLE

DO IT: PUT YOUR PLAN INTO ACTION

AND…FOLLOW IT THROUGH TO THE END!

PLAY VICTIM

AUTOMATICALLY PLACE THE BLAME ON SOMEBODY ELSE IF THERE IS A PROBLEM OR IF SOMETHING WENT WRONG

ALLOW ANYBODY TO PLACE BLAME ON YOU WITHOUT JUSTIFICATION

NO: “MIGUEL, YOU ALWAYS DO A TERRIBLE JOB WHEN DOING ROOM MOVES. CAN’T YOU EVER GET IT RIGHT!?

YES: “MIGUEL, IT WOULD BE VERY HELPFUL FOR ME, FOR THE TEAM, AND FOR THE GUESTS IF YOU COULD PUT MORE EFFORT INTO THE ROOM-MOVE PROCESS. PLEASE LET ME KNOW IF I CAN BE OF HELP”

THE ABILITY OF A FRONT DESK/GUEST SERVICES TEAM TO SUCCESSFULLY HANDLE COMPLAINTS RELIES ON EACH TEAM MEMBER BEING ABLE TO SAY:

AWARENESS-” I CAN TELL FROM HOW YOU LOOK OR HOW YOU SOUND TODAY THAT SOMETHING IS NOT OKAY”

ATTITUDE-”I’M HERE TO MAKE SURE YOU ARE HAPPY”

TRAINING-”I’M READY TO SUCCESSFULLY HANDLE THIS SITUATION”

TOOLS-”I HAVE THE TOOLS AND SOLUTIONS NECESSARY TO MAKE THE GUEST HAPPY”

PROCEDURES-” I KNOW THE “HOW, WHAT, WHERE AND WHEN” NECESSARY TO HANDLE THE SITUATION AND THE FULL SUPPORT OF THE HOTEL

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WHERE WE ARE WHEN WE TAKE THE COMPLAINT IS AS IMPORTANT AS TAKING THE COMPLAINT

A MINOR COMPLAINT CAN BE TAKEN CARE OF AT THE DESK, WHILE A SERIOUS COMPLAINT REQUIRES SEPARATING THE GUEST (WHETHER OR NOT HE OR SHE WANTS TO) FROM THE DESK AREA AND FROM OTHER GUESTS. FIND AN AREA, IF POSSIBLE, WHERE YOU CAN MAKE THE GUEST MORE COMFORTABLE

SHOW THAT YOU ARE IN CONTROL OF THE SITUATION…THE GUEST NEEDS TO SEE THAT CONTROL.

BRAINSTORM: WHAT CAN AN AGENT OR MANAGER DO TO RELAX THE GUEST, CREATE A POSITIVE ENVIRONMENT, AND REMAIN IN CONTROL OF THE SITUATION?

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AT TIMES, A GUEST MAY HAVE A BAD EXPERIENCE OUTSIDE THE HOTEL. EXAMPLES OF SUCH MIGHT INCLUDE BEING ROBBED OR A SCARY RIDE IN A TAXI. WHAT OTHER BAD EXPERIENCES OUTSIDE MIGHT A GUEST EXPERIENCE?

YOU SOMEHOW LEARN OF SUCH AN UNFORTUNATE EXPERIENCE. AS A REPRESENTATIVE OF THE HOTEL, THERE ARE A COUPLE OF THINGS YOU CAN DO. ONE OF THEM IS THE QUICK WAY OUT.

“WHAT BAD LUCK. OH WELL, IT WASN’T THE HOTEL’S FAULT, IT DIDN’T HAPPEN HERE. NOTHING I CAN REALLY DO ABOUT IT EITHER.”

WHERE IS THE DANGER TO THE HOTEL HERE? (REMEMBER HYPERSENSITIVITY TO PROBLEMS?)

OR:

YOU CAN TALK TO THE GUEST, MAKE SURE THEY ARE OK, IS THERE ANYTHING THE HOTEL CAN DO TO ASSIST? EVEN OFFERING TO HAVE A BEVERAGE BROUGHT OVER TO THE LOBBY AND TALKING TO THE GUEST IS A HUMAN GESTURE THAT THEY WILL APPRECIATE. WHAT OTHER THINGS CAN THE HOTEL DO?

REMEMBER……

OUR GUESTS DON’T CARE HOW MUCH WE KNOW…UNTIL THEY KNOW HOW MUCH WE CARE!

WHAT TOOLS AND PROCEDURES CAN WE CREATE AS A MANAGEMENT-EMPLOYEE TEAM THAT WILL HELP US KEEP TRACK OF GUEST COMPLAINTS?

WHAT CAN WE DO TO MAKE GUEST SERVICES MORE OPEN AND PREPARED TO RECEIVE AND HANDLE COMPLAINTS?

HOW CAN WE KEEP THE COMPLAINT “IN THE HOTEL AND OFF THE INTERNET?

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