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Be Our Guest TrainingBack To Basics 101
GEM TrainingModule
GEM TrainingModule
Be Our Guest TrainingBack To Basics 101
Developed For:
Version 3.11
Holiday Inn Rochester
GEM TrainingModule
Who Pays Our Wages
Our Guests
GEM TrainingModule
Why Are We Here
GEM TrainingModule
The Game Has Changed
Immerse & EngageYour Guests, Your Staff, Yourself
We Have Never Seen Challenges Like This In The Hospitality Field
We Have Never Seen Opportunities Like This In The Hospitality Field
GEM TrainingModule
Of Course It Is Easy For Disney
GEM TrainingModule
BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
GEM TrainingModule
BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
What was the “purpose” of reading the book?
Can an aging hotel property achieve high levels
of guest satisfaction?
GEM TrainingModule
Practical Magic Succeeds where a strong foundation
of Setting, Cast & Process exists and consistently delivers
a unique service theme and Critical Standards
Guests are won or lost on the art of “Practical Magic”
Any company can succeed by adopting a
“Be Our Guest” driven philosophy.BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
GEM TrainingModule
Agenda / Topics
Reset The Compass
Practical Magic
Service Success Pyramid
Moving Forward Successfully
GEM TrainingModule
Agenda / Topics
Reset The Compass
Practical Magic
Service Success Pyramid
Moving Forward Successfully
GEM TrainingModule
Where We Are
Where We’ve Been
Where Were Going
GEM TrainingModule
The Value Of A Guest
Benefits of a Guest
Costs of a Guest
• $$ Spent• Life of a guest• Additional Potential
• Word of Mouth• Who They Work For• Who They Know• Who They Socialize
With
• Direct $$ Spent• Fixed Costs• Labor • Cleaning and Amenities• Cost To Market A Guest
Every Guest Through The Door Has The Potential To Generate Thousands Of $$ In
Business
GEM TrainingModule
Why are we in this business?What Do You Think Our Customers See?
GEM TrainingModule
Our True North
GEM TrainingModule
Always remember, the Magic begins with you
• Be It - You must “buy in” to the vision and goals.
• Live It – You must live the vision/goals every day.
• Coach It - You must coach each other when needed.
GEM TrainingModule
Teachable Moments
Best Practices – Never pass up on a chance to immediately “coach” through a challenge or opportunity .
• Never delay “coaching” for a more appropriate time.
• Average is not acceptable. Why accept average from our staff?
GEM TrainingModule
Becoming A Guestologist
•Knowing and Understanding Our Guests•Who they are•What they want•What they are saying about us
GEM TrainingModule
More Now Than EverWe Live In An Experienced Based Economy
We are all actors on a stage.
Goods and Services are simply props to engage customers .
Our guests want memorable (not forgettable) experiences.
This Not This
GEM TrainingModule
What if 99% Was Good Enough• Every page of the phone directory would contain at least 4 wrong numbers
• 2 Million documents would be lost by the IRS this year
• 22,000 checks would be deducted from the wrong bank account every minute
• 107 Incorrect medical procedures performed each day
• 4 planes landing daily at O’Hare International will be unsafe
• Every home would be without utilities 15 minutes of every day
• 12 newborns would be given to the wrong parents every day
• 3 Million people would die from food poisoning each year
• 34 Million prescriptions would be given to the wrong person each year
The Final 1% Matters
GEM TrainingModule
Bumping The Lamp
After creating our “service theme”
Establishing and implementing the methods through our “service culture”
it is the steps taken to constantly lookfor weaknesses, deficiencies, and anything that is less
our best, less than 100%
GEM TrainingModule
Agenda / Topics
Reset The Compass
Practical Magic
Service Success Pyramid
Moving Forward Successfully
GEM TrainingModule
Quality Service Cycle
Unique Service Theme
Critical Service Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1
Service Success Pyramid
GEM TrainingModule
Name some companies or brands that you admire.
Why do you admire them?
BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
Why Is It Important
GEM TrainingModule
Practical Magic
DummiesFOR
• Meeting Guests Expectations takes practical magic
• Exceeding Guests Expectations comes from the wow factor• Practical Magic Is Based On Setting, Casting & Process
Making Guests Happier Every Day!
New York doesnot = Rude
& Smelly
What is Practical Magic?
Creating and successfully executing repeatable
steps and tasks that produce positive guest experiences.
It is the front of house, back of house and everything in between working together to provide seamless experiences
that exceeds every guest’s expectations, every time
GEM TrainingModule
What is The Wow Factor?
Looking through our guest’s eyes and analyzing the ENTIRE experience to determine
how we can exceed expectations every day
What are some “Wows” That You Have Experienced
GEM TrainingModule
Creating & DeliveringThe
WOW Factor
• What is the Wow Factor ? • Tangible and Intangible
• Who defines what “Wows” to provide? • Our Guests, Our Staff, Our Competition,
US
• How Much Does The Wow Factor Cost?• Little $$ but constant demands on us
• How elaborate do the “Wows” have to be?• You will be amazed at how simple it can
be
GEM TrainingModule
The ability to deliver the WOW Factorthrough practical magic is completely
dependent upon having……
A Unique Service Theme & Service Culture
Service Theme = A simple statement when shared among all employees becomes the driving force of service
Service Culture = How are we going to deliver our service theme. The behaviors, mannerisms, terms and
values taught to new staff members.
GEM TrainingModule
Agenda / Topics
Reset The Compass
Practical Magic
Service Success Pyramid
Moving Forward Successfully
GEM TrainingModule
The FoundationOur Quality Service Cycle
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1 • Importance of Cast
• Importance of Setting
• Importance of Process
GEM TrainingModule
Service Success Pyramid
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
GEM TrainingModule
The FoundationOur Quality Service Cycle
• Importance of Cast• Our staff is our most important resource.• Setting and Process will not work without
a great cast.• Orientation and Teachable Moments• Positional training• As we look to our staff to service our guests, our staff looks to us to service them.
“You can dream, create, design and build the most wonderful place in the world..but it requires people to make the dream a reality “ - Walt Disney
Magic of Casting
DummiesFOR
• Our Staff is our most important resource
• We are all actors on a stage• You are always on stage• Reduce Turnover• Thorough Orientation• Teachable Moments• Reward and appreciate• Don’t accept less than 100%
Making Guests Happier Every Day!
New York doesnot = Rude
& Smelly
GEM TrainingModule
Magic of Cast Quality Service Cues
• Make a memorable first impression – First impressions are lasting ones. Send the right message to new and prospective employees.
• Communicate the heart and soul of the organization first – Your heritage, values, service theme and service standards are more important than the paperwork associated with new hires.
• Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind.
• Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.
GEM TrainingModule
The FoundationOur Quality Service Cycle
• Importance of Setting• EVERYTHING SPEAKS• Setting Delivers Service• Guiding The Guest Experience• Using The 5 Senses – ESP• Onstage and Offstage• Maintaining the Setting
Everything Speaks – setting includes the environment, the objects located within and the procedures for maintaining the environment.
Magic of Setting
DummiesFOR
• Everything Speaks – All The Time
• Setting is everything• Curb Appeal• Public Spaces• Bedrooms• Bathrooms• Restaurant
• Settings Include Smells Sounds, Temperatures
Making Guests Happier Every Day!
Will there be a chalk outlinein my room?
GEM TrainingModule
Magic of Setting Quality Service Cues
• Define your setting – Setting is the environment in which service is delivered to customers, all of the objects within that environment, and the procedures used to enhance and maintain.
• Every Thing Speaks - Our staff, our building our cleanliness, our food……everything speaks to our guests and speaks all the time.
• Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind.
• Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.
GEM TrainingModule
The FoundationOur Quality Service Cycle
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1 • Importance of Process• Processes are the policies, tasks and procedures used to deliver service.• Analyze Combustion Points – Listen and study guests to identify potential combustion points• Create processes for guests who need service attention.
When you successfully combine cast, setting and processes through integration you have started the quality service
cycle.
GEM TrainingModule
Magic of Process
DummiesFOR
• Creating Delivery Systems The Ensure Consistency
• Processes should be modified
• Our MOD program is a way to verify that processes are being followed and working
Making Guests Happier Every Day!
Why does everystay here feel
different
• Documented Orientation Program• Documented Position Specific Training• Documented Refresher Programs• Documented CIM Program• Documented Emergency Drills• OSAT Scores / Heartbeat Program• Mod Program• Room Inspections• Staff Meetings• Kitchen Logs• Inventories• Schedules
GEM TrainingModule
Service Success Pyramid
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
GEM TrainingModule
The ability to deliver the WOW Factorthrough practical magic is completely
dependent upon having……
A Unique Service Theme & Service Culture
Service Theme = A simple statement when shared among all employees becomes the driving force of service
Service Culture = How are we going to deliver our service theme. The behaviors, mannerisms, terms and
values taught to new staff members.
GEM TrainingModule
Defining Our Service Theme
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1
Possible Key Words
PersonalizedComfort
ConsistencyImmerse Engage
GEM TrainingModule
Defining Our Critical Standards
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1
What are our critical service standards?
GEM TrainingModule
Agenda / Topics
Reset The Compass
Practical Magic
Service Success Pyramid
Moving Forward Successfully
GEM TrainingModule
Practical Magic
DummiesFOR
• Meeting Guests Expectations takes practical magic
• Exceeding Guests Expectations comes from the wow factor• Practical Magic Is Based
Making Guests Happier Every Day!
New York doesnot = Rude
& Smelly
Magic of Casting
DummiesFOR
• Our Staff is our most important resource
• We are all actors on a stage• You are always on stage• Reduce Turnover• Thorough Orientation• Teachable Moments• Reward and appreciate• Don’t accept less than 100%
Making Guests Happier Every Day!
New York doesnot = Rude
& Smelly
Magic of Process
DummiesFOR
• Creating Delivery Systems The Ensure Consistency
• Processes should be modified
• Our MOD program is a way to verify that processes are being followed and working
Making Guests Happier Every Day!
Why does everystay here feel
different
Magic of Setting
DummiesFOR
• Everything Speaks – All The Time
• Setting is everything• Curb Appeal• Public Spaces• Bedrooms• Bathrooms• Restaurant
• Settings Include Smells Sounds, Temperatures
Making Guests Happier Every Day!
Will there be a chalk outlinein my room?
Critical Standards
DummiesFOR
• Meeting Guests Expectations takes practical magic
• Exceeding Guests Expectations comes from the wow factor• Practical Magic Is Based
Making Guests Happier Every Day!
New York doesnot = Rude
& Smelly
GEM TrainingModule
Team Project• Become Expert “Guestologists” – Know who your guests are, what they want
and what they are saying. Never stop listening to your guests…..they are telling us how we are doing daily.
• Utilize a unique “Service Theme”– Develop a “service theme” that will define our hotel. The service theme will establish our purpose and communicates a message internally that is used to create the desired external brand.
• Define Our Critical Service Standards – Service standards are the criteria by which Quality Service is judged and measured.
• Recognize the Primary Delivery Systems”– Delivery systems are the methods by which Quality Service is implemented. Organizations have three major deliver systems: Cast, Setting, Process.
How To Improve Casting How to Improve Setting How To Improve Processes
Cast: Orientation, Interviewing, Coaching, Incentives
Setting : Curb Appeal, Maintenance, Multiple Sets of Eyes Daily, ESP
Processes: Document Everything, Guest Communications,
GEM TrainingModule
Team Project• New Orientation Program
• All Staff Will Go Through “Refresher” Program• Personalize Staff Experiences• Immerse and Engage
• CIM Team
• New “Wows” implemented quarterly • Personalized Experiences• Immerse and Engage
• Improving The Setting• Quality Assurance Program – Rocap+ ARM• Provide Incentives For Those Who Look Through “Guest Eyes”
• Community Service Efforts
GEM TrainingModule
Key Points
• The Hospitality Industry Has Changed• Our Opportunities Could Never Be Better• The Past Is Behind Us. Period.• Create A Unique Service Philosophy• Set Critical Standards To Your Philosophy• Implement The Quality Service Cycle • Our Future Is Based On The Attention WE Give To:
• Cast• Setting• Process
• Everything Speaks – We are all actors on a stage
GEM TrainingModule
Magic of Service Quality Service Cues
• Become Expert “Guestologists” – Know who your guests are, what they want and what they are saying. Never stop listening to your guests…..they are telling us how we are doing daily.
• Utilize a unique “Service Theme”– Develop a “service theme” that will define our hotel. The service theme will establish our purpose and communicates a message internally that is used to create the desired external brand.
• Define Our Critical Service Standards – Service standards are the criteria by which Quality Service is judged and measured.
• Recognize the Primary Delivery Systems”– Delivery systems are the methods by which Quality Service is implemented. Organizations have three major deliver systems: Cast, Setting, Process.
GEM TrainingModule
Steps For Culture Building• Keep It Simple – Everyone must feel comfortable with the culture.
Leave room for individuality and personality.
• Make it global – Everyone at the hotel, including the management must be it, live it, and coach it.
• Make it measurable – Create specific guidelines and make them a part of the performance assessment process.
• Provide Training and Coaching – Incorporate the elements of the culture into employee training and ongoing performance coaching. Teachable Moments.
• Solicit feedback and ideas from the team – Foster a sense of ownership and expand the pool of creative input by allowing all staff to contribute .• Recognize and reward performance – Build employee motivation
through formal and informal reward and recognition programs.
GEM TrainingModule
Magic of Cast Quality Service Cues
• Make a memorable first impression – First impressions are lasting ones. Send the right message to new and prospective employees.
• Communicate the heart and soul of the organization first – Your heritage, values, service theme and service standards are more important than the paperwork associated with new hires.
• Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind.
• Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.
GEM TrainingModule
Magic of Setting Quality Service Cues
• Define your setting – Setting is the environment in which service is delivered to customers, all of the objects within that environment, and the procedures used to enhance and maintain.
• Every Thing Speaks - Our staff, our building our cleanliness, our food……everything speaks to our guests and speaks all the time.
• Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind.
• Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.
GEM TrainingModule
Service Success Pyramid
Quality Service Cycle
Unique Service Theme Critical Service
Standards
PracticalMagic &
Wow Factor
Cast / Setting / Process
#1BE OUR GUEST
DummiesFOR
Learn The Importance Of:• Quality Service Cycle
• Casting• Setting• Process
• Unique Service Theme & Critical Service Standards
• Practical Magic & The Wow Factor
Making Guests Happier Every Day!
Do You ThinkI will Enjoy My Stay Here?
Guest Experience 101
Richard Coleman, CHASenior Vice President American Resort Management
Back To Old School