be our guest training back to basics 101 gem training module

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

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Who Pays Our Wages

Our Guests

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Why Are We Here

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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

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Of Course It Is Easy For Disney

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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?

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BE OUR GUEST

DummiesFOR







What was the “purpose” of reading the book?

Can an aging hotel property achieve high levels

of guest satisfaction?

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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







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Agenda / Topics

Reset The Compass

Practical Magic

Service Success Pyramid

Moving Forward Successfully

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Where We Are

Where We’ve Been

Where Were Going

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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

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Why are we in this business?What Do You Think Our Customers See?

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Our True North

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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.

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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?

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Becoming A Guestologist

•Knowing and Understanding Our Guests•Who they are•What they want•What they are saying about us

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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

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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

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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%

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Agenda / Topics

Reset The Compass

Practical Magic



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Quality Service Cycle

Unique Service Theme

Critical Service Standards

PracticalMagic &

Wow Factor

Cast / Setting / Process

#1


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Name some companies or brands that you admire.

Why do you admire them?

BE OUR GUEST

DummiesFOR







Why Is It Important

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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


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

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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

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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

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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.

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Agenda / Topics

Reset The Compass

Practical Magic



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The FoundationOur Quality Service Cycle


Unique Service Theme Critical Service

Standards

PracticalMagic &

Wow Factor


#1 • Importance of Cast

• Importance of Setting

• Importance of Process

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Standards

PracticalMagic &

Wow Factor


#1BE OUR GUEST

DummiesFOR







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• 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%



& Smelly

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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.

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• 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


Will there be a chalk outlinein my room?

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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.



GEM TrainingModule




Standards

PracticalMagic &

Wow Factor


#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.

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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


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




Standards

PracticalMagic &

Wow Factor


#1BE OUR GUEST

DummiesFOR







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.

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Defining Our Service Theme



Standards

PracticalMagic &

Wow Factor


#1

Possible Key Words

PersonalizedComfort

ConsistencyImmerse Engage

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Defining Our Critical Standards



Standards

PracticalMagic &

Wow Factor


#1

What are our critical service standards?

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Agenda / Topics

Reset The Compass

Practical Magic



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Practical Magic

DummiesFOR


• Exceeding Guests Expectations comes from the wow factor• Practical Magic Is Based



& 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%



& 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


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


Will there be a chalk outlinein my room?

Critical Standards

DummiesFOR


• Exceeding Guests Expectations comes from the wow factor• Practical Magic Is Based



& Smelly

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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,

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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

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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

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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.

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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.

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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.



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.



GEM TrainingModule




Standards

PracticalMagic &

Wow Factor


#1BE OUR GUEST

DummiesFOR







Guest Experience 101

Richard Coleman, CHASenior Vice President American Resort Management

Back To Old School

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