ises keynote speech
TRANSCRIPT
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Middle Management in the Hospitality Business:Road to Improved Customer Satisfaction
David L Jones, PhDProfessor and Programme Director –
Hospitality BusinessSingapore Institute of Technology
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Agenda
• Understanding Gen Y – Our future leaders …. middle managers
• Changing expectations and/or perceptions …. Hospitality Business
• Road to customer satisfaction improvement
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Secret Formula
25 + 24 = 18
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Secret Formula25 + 24 = 18
Grandpa!!
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Reality versus Expectation
Generation Gap
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Baby Boomers
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Gen Y
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Change Expectation or
Change Perceptions?
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Traditional Baby-Boomer Values
• Long hours• Pay your dues• Do shift work• Start with peeling potatoes and cutting carrots….
.. or making beds
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Gen Y Perceptions
• Silicon Valley reality• Start-up mentality• Non-hoteliers success in hospitality
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When Expectations and Perceptions Don’t Match …. Middle Management Gap
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Transitioning the Expectations
• No longer a trade or skill based industry….. now a business …. a big business!
• Owners are financially focused– Developers don’t call it a hotel, to them its an asset
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Hospitality is Big Business
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Who is in the Hospitality Business C-Suite?
• C-suite has changed …. where is the hotelier?– Lawyer (Marriott)– Finance (Hyatt – MBA, Hilton)– Economics (IHG, FRHI)
• Not hospitality grads …. why not?
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Who is in the Hospitality Business C-Suite?
• C-suite has changed …. where is the hotelier?– Lawyer (Marriott)– Finance (Hyatt – MBA, Hilton)– Economics (IHG, FRHI)
• Not hospitality grads …. why not?
Answer: Teach Hospitality Business!!!
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What is Hospitality Business?
Business is a system of interconnected, interactive parts
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Educational Pathway to Business
Operations Management Business
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Changing Our Perception to Hospitality Business
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Fresh Grad
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Fresh Grad
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Future Leader …..
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…. Middle Manager
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SIT HB Degree Student Profile
• Average age = 22, which means they’ll be 24 or 25 when they graduate
• All will have at least 1 year of industry internship/work experience, one already has 5 years
• Future will be more industry experience as older students return for degrees
• Candidly, SIT grads will have more experience than most faculty teaching them at other universities
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Pathway to Middle Management
Operations Management Business
What? How? Why?
Subjective Objective
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Middle Management Preparation
• Need to understand the business – business acumen• Passion to follow the companies• Understand the mindset of an owner• Know how to defend customer service for profit
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HB Graduate Characteristics
• Burning desire – passion for the industry• Specialized knowledge– Customer and ownership
• Goal orientated – have a vision• Action orientated – willing to put theory into practice
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They will be ready!
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Take a Risk!
• Drop the fear of failure• Give a transparent career path• Empower the future leader …. soon to be middle
manager
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Transparent Talent Management Process
Talent acquisition
Talent development
Talent retention
Context• Hospitality industry
• Employees vs employers
Malcolm Leong - Head, Revenue Management & Distribution, Far East Hospitality Management
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Transparent Talent Management Process
Talent acquisition
Talent development
Talent retention
Context• Hospitality industry
• Employees vs employers
Malcolm Leong - Head, Revenue Management & Distribution, Far East Hospitality Management
Set a Timeline
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RM Analyst Director RM
Vice President of
Revenue Optimization
Designing a Career Path – Revenue Management Example
Doris Inkman, Regional Director of Revenue, FHRI Hotels Asia Pacific
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Road to Improved Customer Satisfaction
Filling the Middle Management Gap
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The Service Profit Chain
Source: An exhibit from J. L. Heskett, T. O. Jones, W. E. Sasser, Jr., and L. A. Schlesinger, “Putting the Service-Profit Chain to Work,” Harvard Business Review, March-April 1994, p. 166.
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The Service Profit Chain and Middle Management
Source: An exhibit from J. L. Heskett, T. O. Jones, W. E. Sasser, Jr., and L. A. Schlesinger, “Putting the Service-Profit Chain to Work,” Harvard Business Review, March-April 1994, p. 166.
Middle Management Gap Business Acumen
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Big, Global Business with Service at the Core
Hospitality Business Middle Management is Key
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Facts About Gen Z – 1998 or later• Can’t recall a time before Google• Or smartphones• Wear watches that’s primary function isn’t to tell
time• Never had the feeling of holding a paper map in their
hands• Favorite apps are Snapchat, vine and Instagram• FOMO – Fear of Missing Out
Joe Mele, ehotelier.com
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